Unlock Insights for Your Website
Insights are patterns and observations obtained from user behavior measured during the website research process. Insights ultimately lead to actionable changes and improvements on websites.
Contents:
Introduction
So you have collected all of this data using PageGazer, now what? The real power of working with data in mind is the type of conclusions that you can reach. Organizations, teams, and businesses all have certain goals and strategies in place. By gathering data, all of these assumptions can be put to the test.
Examples of Insights
What are important insights that you can gather when conducting research on your websites? Here are a few examples:
- Extent of visibility for important elements, like buttons
- Determining which elements users spend most time on
- Percentage of users that actually read website text
- Percentage of users that engage with certain elements after at looking at an image or video
- Whether people look at but ignore a certain element, such as seeing a new feature but not engaging with it
- Determining whether certain elements, like banners, are taking more attention than expected
Metric-driven
The insights are largely driven by eye tracking data, but as well as mouse tracking and interactions with AOIs that are collected during the tasks the participants do that you set up for your research study. To get a full picture of how users behave on your website, metrics are key by supporting such insights and conclusions.
User States Insights
User states reveal the cognitive states participant during the website experience and can serve as a powerful source for generating insights. They are can be accessed in the recordings tab and seen at the top of the playback video with percentages for that point in time and capture the following:
- Browsing
- Reading
- Searching
- Image Viewing
- Video Watching These insights can be used to optimize the website by setting goals such as aiming to increase reading and image viewing while decreasing searching time.
Unlocking the Power of Insights With Research
How is all of this done? Utilizing tasks in PageGazer like free browsing or ‘find and click’ in your research, has the potential to reveal a lot of powerful insights.
If it’s important for you that users click on an element, such as a button for registration, you can now quantitatively determine what elements were paid attention to before that action occurs on your website. For example, were people reading content, searching for information, or looking at images or videos before deciding to sign up? Such insights on which content gets looked at first or the longest can inform marketing campaigns as well as website layouts.
This project has received funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement No 951847.
