improved site Analytics
It has happened so often to me in the past or to people I worked
with, that we would have liked to see where people’s eyes were
going when they visited one of our websites. Did they really read
the whole text? Or did they just leave the screen idle for 5 minutes
while they went to get themselves a cup of coffee, and leaving
the site without having read anything when they returned? Did
visitors see important marketing messages or banner ads when they
visited a certain page, or where they actually looking at something
much less important?
new Samsung technique implies that soon this kind of data will
be available to us in Google Analytics or in other specialized
programs. This will improve the data we get out of visits to our
sites and allow us to improve usability, navigation and especially
effectiveness of our websites. It would also mean that we could
get a reality check on banner ads. At the moment ad agencies tell
us that 5 million people "saw" (landed on the page of)
the banner ad. But nobody knows how many of those people really
saw and read the banner ad. In the future we will know how many
people looked at it and how long their eyes rested on the ad before
moving away to "more important information".
there is so much more, like detecting patterns on your organizations
web pages, like heat maps. Do the majority of people see our main
messages, or are they spending more view time on other parts of
the page? Is there a pattern in their movement and viewing and
can we adapt pages so that the messages move to the heat zones
where the majority of visitors sees them? I know that there are
programs out there that do this already in one way or another,
but how many organizations have really done this kind of analysis?
Once Google Analytics and other statistics programs start to use
this new technique, it will become a standard function of site
pages based on specific content being viewed
But this technique could even go much further. Imagine that you
could place markers on your site, containing texts, banners or
other images, with an underlying algorithm. By measuring how long
a visitor looks at one or more of the markers, you can instantly
give a certain importance to this marker and also instantly and
automatically adapt the contents of the page to fill up with the
content and marketing messages for the target group interested
in this specific marker’s subject.
an example, an on-line newspaper could show three images with
large headlines at the top of the page. The images respectively
say something about foreign policy, domestic violence and restaurant
reviews. If a visitor only scans one of the three, or views one
of the three a second longer than the other two, then the page
fills up with content relating to that subject. Depending on the
algorithm, other headlines or a sub-menu for the other subjects
will be placed in a side column.
is of course a very crude example to make my point. Just look
at how Amazon already delivers very personalized content and emails
to its members. There have not been many organizations who have
been able to copy this successful use of personalization, but
I expect that this technique will bring us many different and
subtle applications of content personalization in the coming years.
is your opinion about the opportunities for this technique? Am
I expecting too much from it?
you have any other ideas for new uses of this technique?