Eye tracking: advertising that catches the eye
New offer from Swiss Post: Eye tracking ensures that companies achieve more success with their direct mailings.When looking at something new for the first time, the eye automatically searches for the seemingly most important points. This human idiosyncrasy is exploited by eye-tracking analysis. An eye camera records the eye movements of test subjects. The subsequent evaluation shows what information the subjects perceived.Analyze direct mailingsEye tracking is ideally suited for analyzing advertising measures such as direct mailings. This is why Swiss Post offers this procedure to its business customers. Eye tracking determines which points of a direct mailing the test persons look at, in which order and for how long. This enables companies to find out what works well in their direct mailings and how they can specifically increase their advertising success in the next direct mailings.Invisible eye cameraIn most cases, the test subjects wear a type of eyeglasses. The built-in eye camera records where they let their gaze wander. With eye tracking, on the other hand, the test subjects look at the direct mailings on a monitor. Because they do not perceive the eye camera, they are influenced as little as possible.Optimization thanks to eye trackingSwiss Post's direct marketing experts analyze and visualize the data collected with the eye camera. Based on the results, they highlight the strengths and weaknesses of the direct mailings examined using eye tracking and provide concrete tips on how to positively influence the eye-tracking process. It takes about six to eight weeks from the time the order is placed to the presentation of the detailed report. Swiss Post conducts several survey waves per year.Results at a glanceFor each eye-tracking analysis, Swiss Post produces a detailed report with various visualizations. They show at a glance the extent to which the intended information hierarchy in a direct mailing matches the effective viewing by the target group:
- Heat Map: Color map showing how much the elements have been observed.
- Focus Map: Visualization of only those elements that have been observed
- Scan Path: representation of the order in which the elements were observed
