Find out which elemets of your design will be recognized first, second, third, …

The gaze plot shows the order in which your potential customers see the elements of your visual. It is useful to identify what they see within the first 2,5 seconds – e.g. before they continue scrolling or reading other content. 

And you can find out whether the flow of the customer gazes has a logical order. One example for a logical order is to see the product first, then the heading & content second and third the call-to-action-button. So customers understand the main important information about your solution before they see the call-to-action button.

Find out which area gets how much of the customer´s attention.

Areas of interest show how much of customer´s attention is going to a specific area. It is possible to create this area individualy and therefore for every element of a creative. With the AOIs you can get exact data on how much attention customers spent for example to your call-to-actions, logos or other main aspects of the creative. If it is not like you want to have it you can change the creative specifically and measure it again with the AOIs. The value is the probability of having a visual fixation within first 3-5 seconds inside the specific AOI region.

Find out where the eyes of your customers go to when they see your visual.

Eye-tracking has several advatages for your marketing activities:

– Discover which areas of your creatives are well seen by potential customers

– Find out what potential customers won´t see

– Improve your creatives so that potential customers will see & remember the most important elements clearly

Eye-tracking is used already by many company for years as it is very useful in finding possible improvements in ads, the website or other creatives like videos. But usually, it costs a lot money and need weeks to get the results of an eye-tracking study. Our Software which is based on artificial intelligence can deliver an eye-tracking heatmap within a few hours and for much less costs than an original study.

Find out how difficult it is for the brain of your customers to process the given information through your design.

The cognitive load theory is something we know from neuroscience: The higher the cognitive load of an creative is the more likely is the chance that our brain reject to think about the creative. That happens unconsious which means is the cognitive load too high, potential customers will not pay much attention to your creative and also won´t remember it. Therefore, it is important to use creatives with a low to moderate cognitive load.