Where do people look right after they view a website for the first time? The information that all sales and marketing people want to know is hard to find out with just questioning. People are often making up their answers. "Maybe unintentionally, when they are not able to say where their attention is directed," explains twenty-six-year-old Miroslav Suchy, the founder of UX Focus, which counts on business with attention management.
They do not rely on human judgment, but on eye tracker which can point where the eyes look first or how long. The camera does not have to be wearable like glasses, as it used to be, but can be installed under the monitor. Participant is not influenced during research. In addition to the eye tracking outputs, they moderate interviews with respondents and provide deeper analysis.
"Companies often think that we only give them heat maps that show where and how long people look. We offer them instead a comprehensive analysis, including advice on what to do better." Maps are only thirty per cent of outputs, "says Suchy.
These solutions can really reveal key detail. "For example, at the e-shop with clothing, we have found that users cannot use a button to choose their size. Button was present, however users did not find it, so they did not buy it. So we have made corrections," Eva Zahradkova, co-founder and former High school classmate of Suchy.
Behavior on the internet is a lot of individual, and you are not able to say that the advertising in top left corner will be most effective. Companies are often distrustful of eye tracking. Their representatives read the results of a survey, applied it to their site, and there it did not work.
"Target group is very important. Advertising depends on context - the results for one website cannot be applied generally. The behavior of people is often changing, and these researches need to be repeated, after a year for e.g.," says Suchy.
UX Focus has been working as a project for year, and this summer has transformed into a company with limited liability. Suchy and Zahradkova have deliverd projects for example for Hypoteční banka, e-shop SAM 73 with clothing or biggest online news portals in Czech republic.
Their company is based in the Business Incubator of the University of Economics where Suchy graduated from Information Management. The Incubator helped them not only by providing them with an office, but also by getting contacts and finding new employees. "We found out that if we want to start the business, it will not work in two peole," says Suchy.
He has decided to start a company during studies in England, where he was studying attention. "It was not possible in the Czech Republic, the school did not have the equipment, and the companies did not want to lend it to me for the research," he says. In addition, he has found that the use of eye tracking is common in abroad. Not in the Czech Republic yet.
Suchy on the topic of attention economics elaborated master thesis. "I've always been interested in psychology, I've been studying the theory of attention economics - I wanted to check if it was true, measure it. So I did it, and then proved it works," Suchy describes.
And there is growing interest in the topic. He got an e-mail from the LAP LAMBERT German publishing house, that they found his diploma work and wanted to publish it in a book. They have agreed to cooperate, and since last week it is already available around the world via the Amazon store. "It's great," says Suchy. It certainly helped that his master's thesis was all in English.
Last week, together with Zahradkova, they took part in an international conference that focused on Internet attention. It turns out that it is a sector that will grow. "Something is even frightening, for example, research that has shown that children on the Internet control only thirty percent of their attention, 70 percent is grabbed by advertising” says Zahradkova.
Author: Hospodářské noviny