Home > Features > The “Eyes” Have It! • Bookmark   • Newsletters   • Register Search Options


The “Eyes” Have It!

The “Eyes” Have It!

May 7, 2007
Text size: 
Get XBIZ News
XBIZ Research
Will virtual reality boost the paysite market?
Yes, it will soon
Yes, but in a few years
Out of 168 votes. Results based on votes submitted by members of XBIZ.net social network.
As the online marketspace continues to tighten, website operators and other e-marketers are seeking out new solutions and deploying constant refinements in order to acquire, and maintain, a competitive advantage.

One of these solutions is the use of eyetracking studies on targeted demographic groups while surfing a specified website, ad or email.

The premise is simple: surfers don’t necessarily look where you want them to – or expect they will. This can keep them from seeing – and clicking on – your ads or other links; and the only way you can really tell what and where the problem is, is by studying their eye movements as they glance across the page.

Sure, most marketers already measure their creative’s effectiveness by monitoring its conversion rates, but this tells only part of the story: You might, for example, be trying to tweak your sales text to give it a better “pitch” in hopes of improving conversions; but an eye-movement analysis might reveal that surfers aren’t even reading it… Eye-movement analysis would show you where to move your pitch to make it pull dramatically better.

Check out what the folks at Eyetools are doing: according to their website, “Clients typically use our data to guide the redesign of their website (or shopping cart, or email campaign, or landing pages) to make sure that what they want people to be reading on their website is, in fact, read. Clients also use our data to understand why their click-throughs are low, and how they can be improved.”

Eyetools does this by generating heatmaps that show what parts of the page are actually “seen” and read or acted upon. You can see a practical application of the results of this testing by checking out its Google study, which is of interest to all adult webmasters.

While I haven’t made use of this system, I think it represents a fabulous example of the convergence of technology and marketing, and is simply a brilliant way to find an edge. Eyetools’ findings on Google and other programs of interest make the detailed case studies a good investment for those into paid placement.


Dissecting an $11.9M Affiliate Marketing Judgment

The Federal Trade Commission scored another major win in early October when the 2nd U.S. Circuit Court of Appeals upheld a lower court ruling, requiring LeadClick Media LLC to pay an $11.9 million award. The... More »

Legal Protection for Amateur Shoots

Any adult industry professional who creates video content with actual first-time amateurs will come to an early knowledge that later performer regret is commonplace. Recognized performers who regularly... More »

Legal Options to Address Pirated Cam Performances

Many webcam performers have experienced a new trend in online piracy — the illegal recording and publication of live webcam performances. The “business model” is disturbingly simple:... More »
Stay informed of the latest industry developments. Get XBIZ newsletters delivered to your inbox. Subscribe today!
Enter email address:

* To manage existing subscriptions click here.

Submit your press release to
multiple news outlets with 1 click.
Subscribe to RSS news feeds or
add free content to your website.
Access XBIZ news and articles
with your mobile device.
Subscribe to XBIZ Premiere magazine, the industry's leading adult retail trade publications, delivering the most timely and comprehensive business news and information to producers and retailers of adult products.


XBIZ 2017

Jan 09 - Jan 13
Hollywood, CA

XBIZ Awards 2017

Jan 12 - Jan 12
Los Angeles, CA

ANME Founders Show

Jan 14 - Jan 15
Los Angeles Marriott Burbank Airport

Everything To Do With Sex Show

Jan 20 - Jan 22
Montréal, Québec
Everyday thousands of business professionals browse XBIZ's industry directory for quality products and services. Not listed yet? Your company could be losing potential new business. Submit your company today!
Use XBIZ RSS feeds to stay informed of the latest industry developments or as a content syndication tool for your website!