Eye Tracking: the Ultimate Insight Tool

How Red C’s eye tracking services can get you inside
your customer’s head

Today’s marketers live in a data rich world. Every day, we deal with vast mountains of statistics that help us to manage, refine and improve our advertising campaigns, but all too often, the data gives us plenty of evidence of the ‘what’ without ever revealing the ‘how’ and the ‘why’. Eye tracking research provides the missing link, giving you a ‘bird’s eye view’ of how your customers are reading, reacting and responding to your marketing material.

Red C’s experience with eye tracking research extends back to 1994, when we commissioned our first eye movement studies with the University of Derby. Today we can offer superb state-of-the-art in-house services using the latest
equipment and experienced consultants who will advise you on how to construct eye tracking studies to achieve your research objectives. Our Tobii widescreen eyetracker can handle a wide range of online and offline research materials
and the latest Tobii Studio software delivers an astonishing array of insightful analysis, including heat maps, gazeplots, areas of interest mapping and animated visualisations.

Typical Marketing Problems Solved by Eyetracking Insight

Area: Email Marketing

For most multichannel companies, email is now the most important channel for relationship building and driving repeat business. But how
can you improve your clickthrough rates still further? An eye tracking study could help you to discover new ways to improve your email engagement and drive more traffic.

Area: PPC Programmes

Eyetracking search results pages can uncover powerful keywords and phrases
As more and more companies discover the effectiveness of paid search, competition is intensifying in every sector. Search results pages are becoming increasingly complex due to the inclusion of video and image results from the Google Caffeine implementation, and the introduction of Google Instant and location maps. With so much content vying for attention on the page, how can you ensure your ads still have cut-through? Eye tracking your prospects viewing search results for your top keywords could reveal new strategies for combating the clutter.

Area: Catalogues and Brochures

Catalogues and brochures are still the preferred mechanism for buying decisions, even when the purchase is made online, so it’s vital to ensure that they work hard to convert interest into action. If only you could see just how your consumers are reading and assimilating the content. By using a combination of eye tracking research and post research interviews, you can understand what brochure elements are attracting attention, and what factors are ‘tipping points’ for purchase decisions.
Using gazeplots to make catalogue pages more productive

Area: Website Performance

Email programmes and online advertising can drive traffic to your website effectively, but the pages they land on are the point where you win or lose the sale. Using eye tracking, you can study the ‘handshake’ between your online ads and emails and the landing page to discover exactly what prospects focus on, and miss, when arriving at your website