Technology plays an important role in the development of accurate marketing strategies. Today I want to talk about Eye Tracking, a technique to study visual consumption behavior in the face of some stimulus, that is, with this we could discover where the gaze is concentrated and where it is omitted.
This tool is one more branch of neuromarketing, it can get to know the mood of the consumer, compared to the visual stimuli that the latter may have.
We can understand the user once and for all to improve the packaging versus the competition, but above all, the advertising content. Imagine being able to know what attracts the attention of the target audience of content on social networks in the face of all that competition that they experience in countless publications when they scroll on their cell phone. And what are the contents that promote sales, in this way, we would not waste so much time learning about these tastes that engage our public, and most importantly for a business owner, we would stop spending on advertising or material, such as photos or videos , which we know will not work.
Likewise, these studies tell us the effective way to lead the consumer through a web page, for example, towards an action that we want them to carry out and the way in which they look for the information they need.
Within this type of studies we normally discover the focus points, for example, on a web page. Usually the visualization pattern of a person forms an F, highlighting that the eye tracking at the top of the page, is from left to right and loading the information on the left side, as the figure of the letter F shows. So you can establish in those important points your logo, important information, call to action, etc.
And remember that what has the greatest impact is the image (photo) and the video, without neglecting the quality of the information, which will always be the most important factor to obtain an excellent result.
Frequently the manifestations in the frontal, temporal and parietal lobe are those focused on measuring the visual and auditory stimulus that can even reach the emotional level in some cases.
Without a doubt, it is an excellent tool to discover all the benefits of eye tracking in any of the experiments, and although these tools are quite effective, they are quite expensive. However, if a calculation is made and put on a scale, we will avoid spending on advertising, packaging or audiovisual materials that are not needed and we will be giving more convincing shots towards a sure sale. So the expense will be worth it.