Correla'ng S'cky Metrics and Clicks

SEEN = CLICKS

READ

COMPREHEND

TRUST

SEE

ACTCREATIVE

If something isn’t seen, it cannot be acted on. There is a direct correlation between Sticky’s SEEN metric and number of clicks, allowing marketers and researchers to accurately predict and increase CTR using Sticky’s visual and emotional insights.

We simulated a real-life web experience in which respondents were given the option to exit the page if they were not interested in exploring the page further.

You will shortly see a couple of webpages.

1. Please look at and interact with (click on buttons/links etc) them as you normally would.

2. If you think you would have left the page without reading or interacting, please click the 'Close Box' in the upper right corner.

3. Click anywhere to start.

Close-Button

The CTA-buttons on each page were the main AOIs to connect eye tracking metrics to clicks.

METHODOLOGY

Directions Webpage with Close-Button

The more people that see the CTA, the more people that clickStrong correlation between percentage SEEN and percentage clicks (0.93)

% Click

DATA

% SEEN

DATA

% Click

% SEEN

The more time spent looking at the CTA, the more clicks the CTA getsThe time spent on the CTA also correlates with clicks (0.91)

DATA

% Click

% SEEN

The faster the button is SEEN, the more clicks it getsTime to first fixation correlates with percentage click at -0.70

Increasing the size of the CTA button increased clicks +6x3x more people saw the button, 40% faster and looked at 5x longer

Original Version Optimized Version

DATA

Website SEEN (% of audience) Time On (s) Time to First Fixation (s) Click

Original 33% 0.2 2.3 3%

Optimized 96% 1.0 1.4 19%

SEEN Time On Click

+2.9x

+5.0x

+6.3x

Changing the copy of the heading made it clearer and increased Sticky metrics for the CTA-button which translated into more clicks and a 33% save in acquisition cost

DATASticky got +1.5X clicks and saved +30% budget using Insight & Audit

Website SEEN (% of audience) Time On (s) Time to First Fixation (s) Click

Original 79% 0.6 2.1 4.6%

Optimized 90% 0.9 2.6 6.9%

SEEN Time On Click

+1.14X

+1.50X +1.50X

Overall, high correlations between Sticky metrics and clicks:

• SEEN, “Time On” and “Time To” metrics all correlate strongly with clicks

• On average, ~10% of participants that see the CTA clicked on it

• On average, ~20% of participants closed web page

• Increasing the SEEN metric 3X resulted in +6X more clicks

• Sticky example (Slide 8) connects the model to live site (real click data with live traffic)

• The Sticky metrics SEEN and Time On increased

• Google analytics showed that clicks increased, translating to a +30% save on the marketing budget

SUMMARY