Average number of fixations per person

[arzina221]

Not only is the button looked at more often when the face is looking at it, the results also show that the conversion button is looked at more intensively. The difference between the average number of observations (fixations) on the areas is shown in this figure.

Figure 4: Average number of fixations per person


In the image with human gaze, a consumer spends an average of 2.4 observations on the button, while in the image without human gaze this is 2.0 observations.

The conversion button with human gaze comes very close to the required 3.0 observations and is 20% more attractive compared to the one without human gaze. The chance that a web visitor can read the text (on the) conversion button is therefore very high.

Viewing direction is a catalyst for conversion
The research focused on the question whether the persuasion theory of human gaze can also be substantiated quantitatively. We did this by comparing two web pages with and without human gaze. switzerland phone data The results of this large-scale research are convincing: human gaze is a substantial conversion booster with the following scores:

Time-to-first-fixation to the button is seen 24.2% faster.
33% of visitors follow the viewing direction.
20% more likely to read conversion button text.
If we compare Eisenberg's theory to this, the conclusion is simple: let the direction of view point to what you want to stand out on the page. This gives at least a 20% greater chance of success. These results also support previous results with other advertising expressions, such as print advertisements and outdoor advertising.

Questions that remain
We still have questions ourselves. For example, does the type of face and eyes influence the strength of the steering? Does a male face give a better result compared to a female face? Who knows, we may do some research on that. In the coming months I hope to write about more persuasion topics.