eMergent Marketing Announces Eye Tracking Study on Paid Search Landing Pages

September 18, 2006; 03:01 AM
eMergent Marketing is reinforcing its commitment to provide clients with leading edge solutions by launching a landmark eye tracking study. Eye tracking, a type of usability testing where gaze concentrations are recorded in thermal maps, will be used to investigate what factors make a paid search landing page successful.

As the demand for paid search marketing continues to escalate, the space has grown increasingly competitive.

“With so many companies investing heavily in paid search, savvy marketers are turning their attention to the landing page to increase conversion and ROI, and rightfully so,” said Suzanne Galvez, Vice President and Co-founder of eMergent Marketing. “As the ‘entry page’ to a Web site, the persuasiveness of a landing page is critical to success in any industry.”

This ground-breaking study is designed to provide insight into what influences the split-second decisions that consumers make when presented with paid search advertising and landing pages. In addition to evaluating ad copy, navigation, graphics and page layout, the study will examine how age, gender and search engine preference may impact an individual’s response to the overall aesthetic and credibility of a landing page.

eMergent Marketing is one of only a handful of companies in Northeastern Ohio leveraging this technology to help measure Web site usability and conversion. The study is being jointly conducted with Kent State University’s Information Architecture and Knowledge Management Program (IAKM) and the School of Library and Information Science (SLIS, also at Kent State).

This is not the first time eMergent Marketing and IAKM/SLIS have teamed up. In August, the two organizations co-presented a usability and eye tracking demonstration to a sold out crowd in Cleveland, where the upcoming eye tracking study was officially announced. A follow up event to share the findings is planned and details will follow once the research is complete.

eMergent Marketing (www.emergentmarketing.com) offers unparalleled search engine marketing and Web site conversion services. The firm’s unique methodology combines expertise in search engine optimization, paid search marketing, and Web site usability; it presents clients with results including qualified Web site traffic that converts into genuine leads and/or buying customers. Since eMergent Marketing’s launch it has acquired an expert team of Internet usability and marketing professionals from across the country, as well as leading edge clients including well-known Fortune 500 consumer brands, financial services institutions, hotels and resorts, and a variety of service companies.