SES Live: Place Search & Facebook Ads: an Eye Tracking Story

Aug 17, 2011 - 7:40 pm 0 by

Below is live coverage of the Place Search & Facebook Ads: an Eye Tracking Story panel from the SES San Francisco 2011 conference. This coverage is provided by Shanon Woodruff at RankSmart.

Disclaimer: The coverage is brought to you in real time, using a custom live blogging tool. Feel free to ask questions or leave comments for inclusion into the live coverage. During the live event, live notes will auto-scroll with newest entries at top. After the session is complete the archive version will have the oldest entries at the top. We ask you to please excuse any typos, as these are live notes.

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Shanon Woodruff: 3:46:47 pm
Place Search & Facebook Ads: an Eye Tracking Story : SES San Fran 2011 Live Coverage

Solo Presentation:
Leslie Chacon, Founder, User First
Shanon Woodruff: 3:54:59 pm
Study Details

- Study Objectives
- Logistics
- Outcomes
Shanon Woodruff: 3:57:23 pm
Metrics:

-Fixation
-Areas of Interest
-Time frame
-Key to charts and graphics

Shanon Woodruff: 3:59:24 pm
The study she has done includes information for heat maps, ppc ads, local listing, regular results, and listings a the bottom.

Her study show that the golden triangle of heat mapping is not always correct.

Shanon Woodruff: 4:06:02 pm
Her study also showed that no one was looking at any of the stars when looking for restaurants, and they typically followed that by visiting at least one more directory in their search.
Shanon Woodruff: 4:08:18 pm
The Art of Perception

-Clear expectations: Meta tags are not a magic solution
-Key word Structure for Scanning: Findability
-The Long Tail: Web Analytics
-No Room for Distractions: SEO Plus Usability
Shanon Woodruff: 4:10:28 pm
Tool: Using a keyword cloud to see what your keywords are as well as those that your competitors are using.
Shanon Woodruff: 4:15:27 pm
She thinks that the money in Facebook is in the Newsfeed.
Shanon Woodruff: 4:15:51 pm
On the homepage of Facebook, no one is looking at the ads.
Shanon Woodruff: 4:18:32 pm
Study also found that all of the games that are the most popular, had great success with ads.
Shanon Woodruff: 4:19:25 pm
Oyster Theory - Your should treat every guest and user a a special pearl. Don't annoy your users.
Shanon Woodruff: 4:21:05 pm
Images:

-Don't use clever phrases and marketing lingo
-Limit font Styles and other text formatting
-Don't look like an ad

Shanon Woodruff: 4:23:20 pm
"In the quest for accuracy, we need to take cues from a professional that demands it: Homicide Detectives." Sara Summers

Shanon Woodruff: 4:24:34 pm
Have empathy - no matter what you should have empathy for your user.
Shanon Woodruff: 4:27:28 pm
What eye tracking is?

Has been around for over 100 years.

Why eye tracking has become so big, the military. The military is the reason eye tracking has become so accessible.

Shanon Woodruff: 4:31:28 pm
She is now breaking down the anatomy of an eye.
Shanon Woodruff: 4:45:02 pm
The End - Place Search & Facebook Ads: an Eye Tracking Story : SES San Fran 2011 Live Coverage
 

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