More than persuasive, adapts "natively" to the host channel, thus guaranteeing an optimal experience, pursues specific communication or marketing objectives. From the Gutenberg diagram to Jakob Nielsen's studies on eye movements The form and structure of content are as essential as the depth and information level of the content itself. Precisely for this reason, it is essential to understand the concept of exploratory reading of an online page , i.e. the way in which users scroll the text with their eyes to "grasp the content" and how much time they dedicate to assimilating the concepts: first of all to build the architecture of your site , taking into account the reader's real approach methods to position information within a text so that the reader can assimilate it easily to place calls to action in strategic positions , i.
Actions that imply a conversion, such as contact request, newsletter switzerland number data subscription, downloading a white paper. Several studies have analyzed the ways in which people read on the web. Today we will delve into some of them, so as to understand the movements that our eyes make and the work done by our brain to assimilate information. Specifically, there are different ways of scanning the page. Eye tracking and its application to the production of online content To understand how we interact with online content, we must first focus on eye tracking, a technique for monitoring eye movements that allows us to detect the movement of the eyes when they are busy looking at words and images, recording the aspects on which they dwell the most.
Texts and images, on web pages, but also on billboards, inside newspaper pages, on product packaging or in other strategic points. In particular, Albert Hoang Duc, Paul Bays and Masud Husain have explored these aspects in the research Eye movements as a probe of attention – I motivi oculi come sonda dell’attenzione, and James Hoffman in Visual attention and eye movements – Attention visuale e motivi oculi. Usually, measurements are taken using the eye tracker, a tool that monitors eye movements while we read or observe something.