EyeTrackShop is a startup that uses webcams to measure the eye’s movements. They recently cooperated with Mashable to see how the eye follows pages on popular social networking sites. There were 30 participants in the study. While that may seem to be a small population size it might also be enough to be statistically significant. The results are not presented in enough detail to know for sure. The results, however, seem entirely plausible so it may yield sound findings.
The clear lesson is about the importance of the profile picture. Except for LinkedIn, the picture is the portion of the page that draws the first and most attention. On LinkedIn it is the job title that gains the most attention. The digital agency needs to make sure the profile picture of clients is clear, large and not too bogged down with unnecessary details.
The other really hot spot, especially on Facebook is the top piece of content. The farther down the page content is the less likely it is to draw attention. This top piece of content even draws more attention than another very important part of the profile: whom you know. The grouping of friends draws a substantial amount of time and energy from viewers. Digital marketing firms need to make sure this information is carefully gleaned. While picture and content is clearly something well curated, friends are often overlooked and yet they are very important to the eye’s behavior.
There is some more data produced by the study. These few bits are the most important and offer very important lessons for the digital agency.