Answering my own questions since 2001

More on Eye Tracking

I’m a big believer in the importance of eye tracking in web design. I know how fast I skim a page. It’s obvious that a page’s structure and core messages must be positioned and emphasized to grab the site visitor’s attention.

Here’s some new eye tracking analysis of Amazon.co.uk:

It’s interesting to note that Amazon’s search feature attracted more attention than those found on the other homepages we tested. Indeed 15% of users performed a search query on Amazon.co.uk. This may have reflected the fact that users were more familiar with this company and its product line.

I’m tangentially aware of how much time and energy Amazon puts into its page layouts. They’re not necessarily pretty, but they get results. If you’re building a web store, just copy the layout of Amazon or Ebay–they’ve done the work for you.