Optimise layout with heat maps
Everlytic Heat Maps make use of mouse tracking to show where readers click on links in your email.
Why Use Heat Maps?
- Understand where readers are clicking and where you can make changes
- See whether your calls to action are clear and what content readers are most interested in
- See that the design is effective and guides users to the content you want them to see
- See which ad placements are most likely to attract clicks
Important content belongs on top
Readers are not reading, they’re scanning parts of your newsletter. The average time dedicated to a newsletter after opening it is 51 seconds and 67% of users ignore the newsletter introduction. 80% of time is spent at the top of the page or ‘above the fold’ of a newsletter, where your good content should be.
People buy what stands out
And it’s usually the first thing they see. Use images of the items you’re putting on market if it’s a sales type newsletter and put the product you’re looking to sell the most of, near the top. Studies have shown visual impact can override personal preference.
Readers tend to keep left
In most instances, the left is looked at first and gets more than twice the attention than the right side of a webpage. This might not always hold true but is worth testing in email campaigns.
Using text works differently to images
When it comes to textual content, people scan it in an F-shaped pattern. Attention goes to headlines and subhead lines and selective text. The F-shaped pattern doesn’t apply to imagery though; this is looked at in a horizontal pattern.
- Use subheadings, bullet points and paragraphs to make your newsletter readable and noticeable
- When using an image of someone in your design, it matters where they look because readers will look there too
- Be careful of banner blindness, people tune out when the page contains many ads and not enough original content
Heat Map Tips
1. Readers scan content. Keep newsletters short and have good content and a clear call-to-action above the fold. This means it needs to be above the point at which readers would need to start scrolling to see it.
2. When selling something in your newsletter, show the discount. Heat maps have shown that when you display the original and discounted price, people are more likely to pay attention than if only the discounted price was displayed.
3. Use your words wisely. Bold headlines draw attention; this means making the words captivating, exciting and noticeable with sub headlines or formatting. Skip words like ‘the’ for an attention grabbing option. Smaller fonts have been shown to work just as well.
4. Banners tend to be ignored purely because they look like ads and people subconsciously block out this type of content. If your newsletter looks like an advert, it might end up being treated like one.
- Eyetrack III Research
- 11 findings from an eye tracking study
- Lessons in eye tracking studies
- Nielsen Norman Group: Email Newsletters Surviving Inbox Congestion