The neuroscience behind website design

FastCompany reported on a company called EyeQuant that used data from eyetracking studies to develop an algorithm that can predict where a viewer’s attention will go when they load a website.

For example, the website Groupon used EyeQuant:


And found out that users weren’t focusing on their sign up form.  By redesigning this page by resizing and changing the color of certain elements, they helped increase Groupon’s conversion rate by 52%.

How did EyeQuant analyze my blog?


Not bad!

I think this kind of technology will soon move into the retail setting.  But Fabian Stelzer, the company’s CEO, points out that “Retail is different because of angles, the physical size of customers, and if they’re freely roaming around. It’s less than perfect incremental data.”

Until that data is perfected though, I’m sure we’ll see more companies increasing the use of eyetracking data into their design and advertising strategies.


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