Banner blindness

Today I came across an relatively old study (2007) but stil very relevant. It shows why Search Engine Marketing is not too effective and click through ratios are usually very low.

The most prominent result from the new eyetracking studies is not actually new. We simply confirmed for the umpteenth time that banner blindness is real. Users almost never look at anything that looks like an advertisement, whether or not it's actually an ad. (Indeed, banner blindness is moving beyond the online realm, for example into ballot design.)

On hundreds of pages, users didn't fixate on ads. The following heatmaps show three examples that cover a range of user engagement with the content: quick scanning, partial reading, and thorough reading. Scanning is more common than reading, but users will sometimes dig into an article if they really care about it.



Heatmaps from eyetracking studies: The areas where users looked the most are colored red; the yellow areas indicate fewer views, followed by the least-viewed blue areas. Gray areas didn't attract any fixations. Green boxes were drawn on top of the images after the study to highlight the advertisements.

The following video clips show a gaze replay of one user's eye movements while looking for advice on how to invest for retirement. (The moving blue dot shows where the user is looking.) The page contains an ad for retirement accounts at Fidelity Investments, a site that offers good advice on the target topic and might therefore help users who click the ad.

Video advertising-fixation-gaze-replay  (.wmv)
Regular-speed gaze replay (19-second video, Windows Media format, 0.6 MB)

Video advertising-fixation-slowmotion (.wmv)
•Slow-motion gaze replay (1-minute video, Windows Media format, 2.2 MB)

As the replay shows, the user did fixate once within the ad, but at that moment, the ad is obscured by a pull-down menu. In reality, the user couldn't see the message; the fixation was clearly a mistake that occurred while she was trying to reacquire the menu after briefly looking away from the screen. All of this occurs so quickly that you probably need to review the slow-motion replay to follow the action. (This is typical for eyetracking: the eye moves so fast that our best insights come from watching slow-motion replays.)

Smart advertisers should therefore be looking at other ways to engage the consumer.

Original post: Banner Blindness old and new findings

BannerBlindness.pdf