Retailers depend upon online advertisements to draw shoppers to stores and websites. Consumers encounter a plethora of such ads, stopping to read some while ignoring others. In-person eye-track tests can measure effectiveness but are often expensive and take time. Now, a new company uses the web to offer eye tracking with quick results and less expense.
EyeTrackShop had its beginnings a dozen years ago in Sweden; scientists working for Tobii Technology used algorithms to develop programs that allowed paralyzed patients to speak by using their eyes and a computer. In 2009, EyeTrackShop (then named MRC International) worked with its Swedish parent company to use the same technology to develop a tracking system to measure ad effectiveness. The new measuring system was introduced to Europe in January and is now making its way to boardrooms across the United States.
“It is brilliantly simple,” says Jeff Bander, senior vice president, client services at EyeTrackShop’s New York office. In the past, eye-tracking studies involved participants in a research room, with test results analyzed at a later time. “Now we can conduct a study on a webcam with a 48-hour turnaround time at one-tenth the expense,” he says.
Know what they see
To collect data, e-mails are sent to selected consumers — for example, those who bought a company’s product and to those who didn’t. During the survey, technology takes over the consumer’s web cam to capture 10 to 20 photos per second of the user’s eyes. Next, items such as food products or shelf sets measure what the consumer sees and in what order.
“We know exactly what they see,” Bander says. “If consumers don’t see the key points of your advertising, it is a waste of ad dollars.”
Participants then answer questions: Do they like the brand? What was the key message? What was their purchasing intent?
The typical test uses 150-200 people, Bander says, and EyeTrackShop gathers 20-30 tracking responses. Surveys are processed in two days, with results (including heat maps) showing where the consumer’s eye falls on the page, when and how often. Test scores and comparison to norms are also provided.
Reports of eye-tracking studies can be used “pre-test,” before a company launches a print or online ad campaign, or “post-test,” measuring the effectiveness of ads. Campaign measurement also tests following an ad campaign, but results are compared to results from other media (like newspapers). EyeTrackShop can be used in multiple countries at the same time.
‘The eyes don’t lie’
The typical cost of an eye track is between $15,000 and $30,000, Bander says, while EyeTrackShop’s tests average $3,000. “Our goal is to be partners with a company and test all their creatives,” he says.
It is vital to see what’s being seen or what’s not being seen, Bander says. “The eyes don’t lie. They can tell you whether your key message is in the wrong place.”
Major U.S. companies like Bonnier, Procter & Gamble and Google are using EyeTrackShop, Bander says. “This technology is great for big companies but available for small companies also, those that in the past couldn’t afford to do eye tracking.”
It has been difficult for online media to attract more branding dollars, Bander says, because of a lack of technology for measuring an online campaign’s effectiveness. EyeTrackShop has solved this problem, he notes, “with a convenient, cost-effective solution that provides quick results.