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Conversion Rate Optimisation: What The F-Shape?
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Conversion Rate Optimisation: What The F-Shape?
September 21, 2017 / ClickMaven

Conversion Rate Optimisation: What The F-Shape?

A new study has proven that heatmapping shows that people often read Web pages in an F-shaped pattern: two horizontal stripes followed by a vertical stripe.

As digital marketers, we all know and understand the importance of analytics, especially if your core business is numbers based. More often than not, we forget about the importance of “analytics” on our actual web pages. If I am loosing you a bit here, I am talking about Heatmapping.

Heatmapping is such an important analytic’s tool for marketers because although it isn’t numbers based, visually we are able to trace and track our potential user’s steps, putting ourselves physically in their “internet” shoes. This not only creates great insights about our user’s online experience but also gives us great insight into what our potential customers are and are not reading.

In 2006 Nielsen Norman produced an interesting report regarding how people scan and read information on websites. The report found that users tend to read in an “F-Type Pattern”. See picture below of three examples of heatmapping on pages that contain a distinct F-shape.

 

F Shaped Pattern


Nielsen Norman’s report has been shared and liked by many influential digital specialists who argue that the report is still relevant today. Although the results are quite conclusive, we think that it is important to find specific trends with your own data too. A/B split testing of your pages plus heatmapping analytics will definitely yield the best possible results. Heatmapping helps detect relevant information hotspots, higher converting call to action buttons and even helps point out specific areas of interest. Without this valuable information, digital marketers have no information to base any digital decisions on.

Heatmapping is our bread and butter, and as digital marketers, we think it should be yours too. If heatmapping is something you may be interested in, then let’s get in touch.

The key to double your leads lies with conversion rate optimisation. Let us take your conversion rate from 3% to 8%. We are paid on results so you have nothing to lose.

Give us a call on 011 726 1074 to start the conversation or get in touch with us here.

Source: https://www.nngroup.com/articles/f-shaped-pattern-reading-web-content/

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