Following analysis Eyetracking tests for the study of Search Marketing-oriented tourism, conducted during the months of December and January, today we will talk about the words that attract attention in the texts.
In the study "Eyetracking Media España"By the AIMC Y Alt64 in which I participated in 2005 when we analyzed the patterns of reading Spanish online press, we noted that before starting the reading of a text, the brain of the user scans the page you're thinking of reading, searching for words to call him attention. When the brain encounters words then you decide whether it is worth making the effort to read or not.
The same have been able to observe in the results pages of Google, and especially with certain Adwords. Let's see:
As I was operator of some of the tests conducted in December 2008 during the recording itself and I noticed that many of the people tested specifically looked some ads. Eye! No clicaban, only looked ... I mean, something caught their attention, but then kept looking. Obviously, some do clicaron on them because most of ads had to do with the search performed by the user.
If we look at the attached recording (see attached video), observaremos que tras revisar la página de resultado, algo llama la atención al usuario mientras mira columna de Adwords de la derecha. Hay un anuncio que llega a mirar hasta 3 veces. La grabación pertenece a un usuario al que se estaba testeando en la búsqueda “hotel Barcelona” y su tarea consistía en indicarnos dónde buscaría un hotel en esta página de resultados (SERP=Search Engine Result Page).
We can see that after reading more or less in depth the SERP, goes to read the ads on the right and after them all, staring at one of them and then return to it. It is the announcement of Splendia. Why is fixed at that ad? You failed to tell us why.
Another user (see this other video attached) In the same SERP it performs the same type of navigation and again is fixed in the notice ... but this time also it click. Why do you look at him? Why do you click? Asked the user, he says that just because they noticed him, liked what it said (and that is) and CLICO in it.
But the action set in this particular ad and not the rest has been something that has made 22% of users (12 persons over 54) who tested this page. Looking at the map of heat generated by these users, we found that really something caught 12 people.
(see map attached map showing the addition of the 12 users who set eyes on this point. We can see how it really was for them an important point in the SERP)
In another task in which users tested were looking for a hotel suite in Barcelona from the SERP that appears when searching for "suites hotel Barcelona"He happened exactly the same, but with greater intensity: this time, 37% of users set their sights on a particular ad: Adword second in the right column. And guess what ... it was again Splendia announcement, which appeared on this page in another position.
Again, something caught the attention of users, this time 20 people from a total of 54.
(See image map hot aggregate of the 20 people who watched the announcement of Splendia. In this case we can see that the effect is not as explosive as above, but continues to call attention to the 20 people fix their gaze on this announcement, when they are looking for "Suites" and the ad the word does not even appear)
This "something" that draws attention to many users in different search results pages, is the word “Luxury” that Splendia used at the beginning of the description of your ad.
In the study Eyetracking Search Media You can read more about this and you will discover what else caught the attention of users.
Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.