Heat Maps and Eye Tracking

This entry was posted on Friday, December 3rd, 2010 and is filed under Latest News.

As the Big Freeze brings chaos to pretty much the length and breadth of the UK, let us warm your cockles with a quick post on Heat Maps & Eye Tracking Software – both of which highlight just how important web video is becoming.

 

The premise behind heat maps is to show where the eyes of the viewer focus for the longest period on a particular web page. The results are then reflected in the colour, or amount of ‘heat’, as displayed visually in the map, in a sliding scale of blue, green, yellow, orange and red.

 

Remember, one of the main principles of a web video is to ensure the ‘bounce rate’ of a website is kept to a minimum, and ‘conversion rate’ maximised where possible.

 

So What Does This Mean for web video?

 

The primary focus is on what marketing whizz’s would call the ‘premier content’, as evidenced by the warmer colours on the heat map. It goes without saying that where web video is present the results are going to be hot – fire engine red in most cases.

Most audience response is generated by the video and, perhaps not surprisingly, the control panel for the video player.