What Are the Key Findings from Eye Tracking Studies?
Several important findings have come from eye tracking studies in email marketing:
F-pattern Reading: Recipients often scan emails in an F-pattern, focusing more on the top and left side of the content. This implies that important information should be placed in these areas. Visual Hierarchy: Elements such as headlines, subheadings, and images attract more attention. Ensure these elements are compelling and placed strategically. Call to Action (CTA): CTAs should be easily noticeable. Eye tracking shows that placing CTAs above the fold and using contrasting colors can significantly enhance click-through rates. Text vs. Images: While images capture immediate attention, the text provides essential information. A balance between images and text ensures better engagement.