DemandGen Today: Websites, Eye Tracking, and Demand Generation

------=_Part_56423010_1735057259.1681496413821 Content-Type: multipart/alternative; boundary="----=_Part_56423011_218863877.1681496413821" ------=_Part_56423011_218863877.1681496413821 Content-Type: text/plain; charset=UTF-8 Content-Transfer-Encoding: 7bit ============================================================ MarketingProfs DemandGen Today Often given short shrift, landing pages can make or break your demand gen. Read this issue on the Web. Just follow this link: ============================================================ You received this newsletter at this address ({EMAIL}) as part of your subscription to MarketingProfs.com, or because you subscribed to our newsletter. To ensure that you continue receiving our emails, please add us to your address book or safe list. Manage your mail preferences: If you prefer to no longer receive MarketingProfs DemandGen Today, you can always leave this list: Copyright 2000-2023 MarketingProfs LLC. All Rights Reserved. 1985 Riviera Dr, Ste 103-17 | Mount Pleasant, SC 29464 | (866) 557-9625 ------=_Part_56423011_218863877.1681496413821 Content-Type: text/html; charset=UTF-8 Content-Transfer-Encoding: quoted-printable =20 Often given short shri= ft, landing pages can make or break your demand gen=20 =20 =09=09 =20 =09=09=09=20 =20 [3D"MarketingProfs] =20 =20 =20 April 2023 =20 =20 =20 =20 =20 [3D"Your] Websites, Eye Tracking, and Demand Gener= ation =09=09=09=09 Hi, Friend! =09=09=09=09=09 It's easy to get siloed and lose focus in demand gen marketing. The demand = (heh!) on us marketers is immense. The pressure to perform often leads to f= ocusing on ads, funnels, and campaigns—and not on exploring some of t= he heftier moving parts of our strategies. =09=09=09=09=09 This month, it's time to consider the redheaded stepchild in demand gen: yo= ur website. =09=09=09=09=09 Websites are often a forgotten and unloved component of campaign-building. = Though we get excited about sexier assets—think ads and email copy= 212;landing page structure and audiences' interactions with landing page co= ntent and layout are sent off to sit, sad and lonely, in a distant corner. =09=09=09=09=09 However, understanding behavioral interactions with content can lead to not= only chunky increases in landing page and CTA conversion rates but also si= gnificant improvement in information retention by your site visitors. =09=09=09=09=09 Though conversion is our all-encompassing goal, information retention leads= to an increase in associative memory recall, which leads to higher reward = activation in the brain... leading us all nicely and neatly back to higher = conversion rates, higher average order value, and higher customer lifetime = value. =09=09=09=09=09 Luckily for us, psychologists and scientists have been experimenting with e= ye tracking for some time now. So rather than wonder what we should be opti= mizing on our landing pages, we have a neat list of starting points for exp= erimenting. =09=09=09=09=09 So what the hell is eye tracking? =09=09=09=09=09 Some rather nifty software and methodologies can follow eye movement over a= web page—things like gaze, saccade, smooth movement, blinking, and v= estibular eye reflex—all to help us understand what people focus on a= nd what gets missed out on. =09=09=09=09=09 The patterns in eye movements help us create websites that are more engagin= g: They hold focus and present the right information to our prospects—= ;a win-win all round. =09=09=09=09=09 The first big insight from eye tracking is the pattern of how we read a web= page and where our eyes rest (gaze). =09=09=09=09=09 F it! =09=09=09=09=09 Repeatedly, [research](3D"=) has shown that those of us who use = right-to-left reading and writing systems read websites in an F-shape patte= rn: We start along the top, from left to right, then jump down the left a l= ittle—scanning—and then along to the right, and then back to th= e left and scan down. =09=09=09=09=09 The implication is that our content layout needs to match how people natura= lly scan a page. =09=09=09=09=09 The F on your site needs to contain the most important information (your na= vigation menu is included); that information, and what your audience needs = to see, should show up first. =09=09=09=09=09 Scannability of webpages is paramount: Audiences need to be able to immedia= tely find what they're looking for. =09=09=09=09=09 People also tend to ignore fancy wording and special fonts—so, when m= aking your page scannable, anchor your readers attention with precisely wha= t they're looking for. =09=09=09=09=09 Paragraphs should be short, and consider what information you want eyes to = anchor on as they move in their F-shape across the content. =09=09=09=09=09 Let's not forget images! =09=09=09=09=09 Faces in images can have an unintended consequence of grabbing readers atte= ntion—and diverting eyes away from the text you're hoping they'll rea= d. =09=09=09=09=09 Images need to support the text that they sit next to, so think carefully a= bout where you want to draw the eye and how it will travel once you've draw= n it. =09=09=09=09=09 It's also useful to think about your target audience's age range. =09=09=09=09=09 Boomers are more likely to spend more time reading a page, but that can cau= se cognitive fatigue and indecisiveness. =09=09=09=09=09 Millennials scan and act more decisively, but they might miss vital informa= tion. =09=09=09=09=09 Do a little audit. =09=09=09=09=09 So what do we do with this wealth of eye-tracking information? =09=09=09=09=09 Time for a little audit! Check your: - Images - Headings - Paragraph length - Navigation - CTAs and buttons Every step of the visitor's journey requires prioritization... email to [give us a shout](3D"mailto:support@marketingprofs.com?subject=3DNote%20for%20Kenda") and let me know how you get on auditing you= r pages. =20 =09=09=09=09 =20 =20 =20 [3D"Kenda] Demand Generation Consulting Practice Lead MarketingProfs =20 =20 =20 =20 =20 =20 [3D"Demand](=3D") Demand Gen: Score, Plan, Convert = A Workshop by Kenda at MarketingProfs B2B Forum, Boston Convert your prospects—better and faster—by = using buyer psychology! Specifically, some truly powerful neuroscience-base= d hooks that attract prospects and trigger buying behavior. [Kenda will show you](3D"http=) how to combine those hooks with marketing= automation to create a lead gen strategy that will produce outstanding res= ults. But hurry! If you want to take advantage of the Early Bird special fo= r the [B2B Forum All-Access Pass](3D"xFz/SX=)—which you need = to access Kenda's workshop—sign up by Friday, April 21, 11:59 PM ET. [Don't Pass Up Early-= Bird Pricing! ►](3D") =20 =20 =09=09=09 =20 =20 =20 =20 =09=09=09 =20 Demand Gen Resources = d> =20 [3D"Article"] [Your Guide = to Incredible Landing Pages: 5 Must-Have Elements, 10 Great Examples, 5 Bes= t-Practices [Article]](3D"=) [3D"Podcast"] [Did You See= That? EyeTrackShop's Jeff Bander Talks Eye Tracking on Marketing Smarts [P= odcast]](3D"=) [3D"Article"] [Seven Tips = for Improving Your Content Marketing With Scannable Web Content [Article]= a>](3D"=) [3D"Webinar"] [How to Solv= e the Landing Page Problem in Paid Search With a Little Help From AI Conten= t [Webinar]](3D"=) [3D"Infographic"] [How Eye Tra= cking Actually Works: A Closer Look [Infographic]](3D"=) =09=09=09=09=09 [3D"Article"] [Why a Pictu= re Really Is Worth a Thousand Words According to Neuroscience [Article]](3D"=)= =09=09=09=09=09 [3D"Research"] [Eye-Trackin= g Study: Online Ad Elements and Formats That Get Attention [Research]](3D"=)= td> =20 =09=09=09=09 =20 =09=09 =20 =20 =20 =20 =20 =20 Your DemandGen Team Your team for this issue (in alphabetical order): Megan C= ordero, production director; Vahe Habeshian, publications director; Kenda M= acdonald, demand generation consulting practice lead. =20 =20 =20 =20 =20 =20 [3D"Ma=](3D"=) =20 Copyright © 2000–2023 MarketingProfs, LLC All Rig= hts Reserved This email was sent to {EMAIL} as part o= f your MarketingProfs subscription. If you prefer to no longer receiv= e MarketingProfs DemandGen Today, you can always [leav= e this list](3D"). =09=09=09 Did someone who cares about you forward this to you? [Subscribe here](3D=) to get your own copy. MarketingProfs, LLC | 1985 Riviera Dr, Ste 103-17 | Mount Pl= easant, SC 29464 | (866) 557-9625 =20 ------=_Part_56423011_218863877.1681496413821-- ------=_Part_56423010_1735057259.1681496413821--