I had a good lunch yesterday with a new acquaintance of mine, Carla White, who is a fellow online marketing nerd who loves all things web - especially usability. One of the items we touched was heat mapping and eye tracking tools designed to help improve user-centered design efforts. By chance, I met with a savvy Sioux Falls marketing executive today who was also interested in user-centered design principles. After our meeting, she pointed me to a good whitepaper on "coaxing website user eye movement" by Enquiro Research. A few good quotes from the whitepaper jumped out at me that I wanted to share.
Web designers build for ego and flash, not users.
Web designers test based on a coolness factor and not based on how a user actually interacts.
Just as users scan around display ads, they also scan around images on the whole – so embedding important content or triggers within an image is probably not a good design strategy.
The golden triangle (see SERP screenshot) doesn’t apply to a website in the same way it applies to search... putting everything in the top-left corner is NOT the secret to success.
That's all I got. No groundbreaking insight or reaction, just some interesting comments on interface design from a brief and well-written whitepaper.
Did I mention Click Rain does usability analysis?