Cool Website Tuesdays: Attention Wizard

heat-map-afterOne of the way cool, nifty things that you get by working for an online marketing education company is access to great tools that are just a bit beta. That’s just the sort of thing we needed over at Online Marketing Summit as we do usability testing and other analysis work.

Enter Attention Wizard. Attention Wizard is a tool that shows possible eye tracking without the human part. The smart folks over at Site Tuners (Thanks Tim, for the invite) have written an algorithm that produces an “attention heatmap”, a way of saying here’s some possible areas that the users are paying attention to based on color and Gestalt theory. All you have to do is upload a screen shot, and in five minutes, it gives you results of what it could look like.

I did it with Online Marketing Summit (click on the thumbnail) to show you what one of their results are.

Their sales points

  • Can be used with actual screenshots or page design mock-ups
  • Instant results – no eye-movement or mouse-tracking data collection needed
  • Tells you what people are paying attention to, and what they ignore
  • Easily identify landing page problems & increase your conversion rates

Our take aways

  • People’s eyes go right to the schedule tab, which is a good thing.
  • We have this photo image in the first paragraph of text that does nothing. It’s providing no value to the user while attracting a lot of attention.
  • The testimonials are getting a lot of attention.
  • I think Attention Wizard is giving too much weight to the photo.
  • Overall, the eye is scanning the page well.

We’re going to make more changes, but the goal is to get results quickly and increase conversion rate on the site, and that’s what we got with Attention Wizard.

My honest opinion about Attention Wizard?

I wouldn’t take this as gospel science (is eye tracking that now, anyways?), but it’s a good first cut at “well, let’s see what we have.” They claim a 75 percent rate of matching eye and mouse tracking, and that’s good enough for me. It’s much better to do several tests with this tool (which would be great as a subscription model site) than spending $5,000 for an eye tracking system that no one’s going use because, well, it’s hard to use.

It’s a great tool that’s only going to get better once they work out the kinks.

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