Eye tracking is a form of research that monitors eye movement – in particular where people look and why. Marketers can use the technology to work out what’s catching people’s attention, in what order and for how long.
It is also useful for charting changes in the way people look. Iain Janes, Research Director of specialist research agency, Eyetracker says: “The way people look at websites is very different to the way they look at printed material. People don’t usually read websites in a linear fashion, they scan around ‘soundbites’ that interest them.”
In August 2010, Eyetracker conducted the ‘Through the Letterbox’ eye-tracking study for Royal Mail. The research aimed to find out what’s attention grabbing in terms of design, which key elements make people open an envelope – and keeps them reading on – and what can drive them to respond.
It also found that first impressions definitely count.
The Eyetracker research made two key recommendations:
- Make the mailing resemble a statement or personal letter
- Or, make sure it looks like a professional marketing communication
The former works because people feel duty bound to open statements, while they actively want to open personal post and the latter works if mailings are designed using bright colours (to attract attention), make sure the brand is highly visible and use the front for the main marketing message or offer.
Clearly what’s on the inside counts too! Marketers are urged to work hard to keep their audience entertained even after they’ve opened the envelope.
