Believe it or not, Yesterday I was actually successful @ using eye tracking heat maps to change a CEOs mind regarding the effectiveness of a PPC/organic combo marketing/branding strategy.
10 Comments
10 Comments
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Yeah, I saw this, got excited and then it was like, eye tracking to sell search to CEOs? I mean, they don’t even get search in general, right? It doesn’t seem like you’re going to want to start getting into SERP eye tracking when they don’t even know how the SERPs work.Don’t get me wrong. I LOVE eye tracking. It just seemed like this was a round-up of eye tracking services (good) rather than a post about selling search to CEOs.The direct link to the OneUp service is here, by the way. The SEMPO Enquiro heat map I can’t find on the SEMPO site, but at Enquiro, a bunch of whitepapers are here.
Thanks Danny. Boy you don’t miss much! :)Actually I saw this post and did not Sphinn it at first. THEN I was in a meeting with a pissed off client yesterday who wanted to argue with me about the effectiveness of having messages in various positions on the SERPs. SO, I pulled out eye tracking stuff from a universal search session you sequenced at a show last year. Believe it or not, the heat map shut them up and they decided to move forward. Then I went back to the post and Sphunn it because it had actually added value to my day, which is the cirteria I apply when deciding whether to Sphinn or not Sphinn. Sorry for not bookmarking the original post too (or instead). I usually do, but was moving too fast.I changed the headline and description of the Sphinn to reflect my actual experience wth the post rather than basing it on it’s original headline. I appreciate your insight.
DannyYou’re right..we’ve never found eye tracking able to convince CEO’s to embrace search if they don’t get it. But it does help convince them about the importance of good SEO or SEM. If they want to move into search, it shows them they neighborhoods they want to be in. And for that reason, it can be a powerful influencer, especially if their main competition is sitting at the top of the Golden Triangle. And the reason you won’t find the eye tracking chart at SEMPO is that it wasn’t a SEMPO study. The first one was a joint effort between Enquiro, Did-It and Eyetools. Gord
If you ever get the chance to see Gord Hotchkiss talk about this stuff at a conference, ensure that you make time to actually do it. Time well spent.
If you want CEOs to get search, you need to show them the way or get the boards of directors to hire CEOs that do understand search. :) I know alot of people just want to throw up their arms and give up on the c-level, but perhaps building a bridge with someone that can speak both languages might be a more advisable course. There is a TON of radical change management that needs to take place for CEO’s to get search. It can only eventually happen through engagement and education.
Danny and Gord, Thanks for taking the time to read my post. I updated the SEMPO reference, stand corrected. Sorry I couldn’t join the tag team exchange earlier, guys. ;-) I’ll probably post again on the value of heat maps in C-level sales presentations, so I welcome the debate.@ David - couldn’t agree with you more. It’s all about SEM.edu.Gord, When Didit Enquiro conducted the Eyetools study (March 1, 2005), both you and Kevin Lee were on the SEMPO Board of Directors. I remember well your discussions with Kevin about the study. Apparently I was wrong about the Eyetools study press release and image being posted on the SEMPO site and SEMPO’s involvement; for that I’m grateful for the feedback.Kevin L was a SEMPO founding Board member; Gord, you were, I believe, a newly elected Director of SEMPO (now longtime SEMPO director).Danny, you and Chris Sherman had left SEMPO in your advisory capacity by then, right after the 1st anniversary of SEMPO. Danny your role on the SEMPO Advisory Board helped make SEMPO the organization it is today. Glad to see SMX sponsors SEMPO. For a great history of SEMPO and the heated debates between SES London chair Mike Grehan (anti-SEMPO) and Danny, check out the (free) Search Engine Watch Forums. Danny and Barry did a great job reporting on the fights back in the day that would’ve lit up any of Gord’s heat maps.
Danny and Gord, before you correct me ;-) Didit Enquiro Eyetools study released March 1, 2005, not conducted.
@ g1smd: I have seen Gord and the presentation was very special.
Yes, I personally can vouch for heat maps and user behaviour reports - They work good for me.But eye tracking? - Crazy!
What we need is a heat map of consumer behavior for those reluctant CEO’s..something that showed where most of the eyeballs go when people are in a mood to buy. That might do the trick! Hmmm...I wonder....