Eye Tracking Study on Paid Search Landing Pages

eMergent Marketing is reinforcing its commitment to provide clients with leading edge solutions by launching a landmark eye tracking study. Eye tracking, a type of usability testing where gaze concentrations are recorded in thermal maps, will be used to investigate what factors make a paid search landing page successful.

As the demand for paid search marketing continues to escalate, the space has grown increasingly competitive.

“With so many companies investing heavily in paid search, savvy marketers are turning their attention to the landing page to identify new strategies to increase conversion and ROI, and rightfully so,” said Suzanne Galvez, Vice President and Co-founder of eMergent Marketing. “As the ‘entry page’ to a Web site, the persuasiveness of a landing page is critical to success in any industry.”

This ground-breaking study is designed to provide insight into what influences the split-second decisions that consumers make when presented with paid search advertising and landing pages. In addition to evaluating ad copy, navigation, graphics and page layout, the study will examine how age, gender and search engine preference may impact an individual’s response to the overall aesthetic and credibility of a landing page.

eMergent Marketing is one of only a handful of companies in Northeastern Ohio leveraging this technology to help measure Web site usability and conversion. The study is being jointly conducted with Kent State University’s Information Architecture and Knowledge Management Program (IAKM) and the School of Library and Information Science (SLIS, also at Kent State).

This is not the first time eMergent Marketing and IAKM/SLIS have teamed up. In August, the two organizations co-presented a usability and eye tracking demonstration to a sold out crowd in Cleveland, where the upcoming eye tracking study was officially announced. A follow up event to share the findings is planned and details will follow once the research is complete.

To learn more about this Eye Tracking Study and / or our Paid Search, Landing Page Optimization or Usability Testing solutions, please contact us or call 216-245-0490.