Ipswich-based digital agency, SimpleClick is championing the adoption of innovative tools to drive effective digital marketing across all sectors, and it is believed to be the first company to offer eye- tracking technology in Suffolk.
Using a selected user group, eye-tracking technology measures where on a website someone is looking and for how long. It can tell brands what is seen and what isn’t, whilst providing insight into its audiences’ conscious and subconscious interactions when visiting and engaging with its website.
First to embrace SimpleClick’s new eye-tracking technology will be St Elizabeth Hospice. The Suffolk charity has highlighted several areas of the website that they would like more insight into, and have turned to SimpleClick to provide the answers.
Rosemary Porter, marketing & communications business manager of St Elizabeth Hospice said: “Having this technology at our disposal will be invaluable for the hospice. Through eye tracking, we want to verify how the website is driving donations, and hope that these findings will direct new ways of communicating with the community and will navigate improvements to our website.”
When implemented in the early stages of website design the benefits of this technology typically increase, providing brands with the knowledge required to make cost-effective changes, and the time needed to generate new KPIs and benchmarks, rules and guide measures. SimpleClick can offer it when a brand wants to: compare website design variations or concepts; understand the path to purchase; identify distractions and interruptions in the user journey; measure the findability of products, claims or call to actions or understand when visual interaction is relevant.
Managing director at SimpleClick, Richard Jennis, said: “Introducing eye-tracking technology into the marketing mix is an organic progression that we are delighted to be able to offer to our clients. It is a technological advancement that offers a wealth of benefits and opportunities to brands, and we have already experienced significant interest from businesses across the region.
“Our eye-tracking services can provide brands with insight into how audiences are interacting with their websites, a new method of measuring the effectiveness of their online presence, and with an additional tool to carry out competitor research.”