If You’re a Musician with a Website, Read This
You may have seen the YouTube pre-roll about heat-mapping websites. While annoying after seeing it for the 33rd time, the message is correct: people scan websites in very specific ways.
Hypebot offers these marketing lessons for website design based on eye-tracking studies.
Given the importance of your website and email for marketing your music online, it’s key to understand what people do when they interact with your site and email newsletters.
Eye tracking is a particularly powerful research approach that is designed to help you understand where people focus when they look at your site. Here are 3 music marketing lessons from eye tracking studies to get you started.
Eye tracking originally involved observing where people looked when they were doing such things as reading text or shopping. While there are devices for tracking actual eye movements while people look at computer screens, marketing studies often rely on the activity of one’s cursor as a proxy.
That raises some significant questions about research findings but when combined with clickthroughs, signups and purchases, one can understand a lot about good website, blog and email newsletter design.
The following 3 music marketing lessons are drawn from “7 Marketing Lessons from Eye-Tracking Studies” on the KISSmetrics blog, an excellent resource for such information.
They include one that caught me by surprise and is a reminder that research is sometimes most valuable when it challenges one’s assumptions. However all research should be read with a critical eye and compared with what you and others are finding in actual practice.
Continue reading. This could be the most important stuff you learn today.
