Sometimes designs are created meticulously and with great care, other times, haphazardly and almost unconsciously. Whether we do so intentionally or not, every time we design something, we give it a flow. The key is knowing how to control flow to accomplish our goals, particularly with something as focused as a landing page. How do you do this? Ask yourself three important questions: Where will the viewer’s eyes go initially to focus? What will influence how their eyes move and where their focus will go next? Can we design our pages to control their focus in order to guide them towards our goal.
There are several tools and theories that can image manipulation service help us find the answers to these questions, and help us design landing pages with an intentional flow, that leads your viewers to the CTA and makes them more likely to act. Important among these tools, eye tracking has elucidated the way people look at things — both on the printed page and on the web. When it comes to landing pages, it’s especially important to understand how people will perceive the pages that we create: This is where eye movement patterns come in.
Eye tracking: look where they’re looking — eyeball by 3dRadiance Eye tracking has elucidated the way people look at things—both on the printed page and on the web. As a field of study, it came into its own in the 1980s, but observations were being made about how the eye moves across a page as early as the 1800s. Historians credit Louis Émile Javal as the first to observe that rather than a smooth sweeping of the eyes across a page, reading involves a series of fixations and saccades—stopping to focus on a point followed by a quick movement to the next focus point.