You’ve probably heard a lot about eye tracking and single / multi-variant testing, but you may not really know what they mean. WebProNews recently wrote up a small but informative overview of these two topics. If you’re interested we recommend you give it a read.
Generally speaking, eye tracking is the science of identifying where users eyes travel across a web page as it loads. Statistics from these studies help site developers understand how best to “design” the elements of a web page and where in the design the most important calls to action should be placed so as to maximize users interaction with the site.
Single- and Multi-variant testing is the art of evaluating one or more changes in a page to determine which change improves conversion rates. Google has a Web Optimizer program which handles single-variant testing fairly well. Unfortunately multi-variant testing is quite complex and the tools to do this kind of testing are not necessarily affordable for the small business.
Read the WebProNews article to find out more.
