Introduction
- What elements capture the audience's attention?
- Which elements go unnoticed by the audience?
- Which elements do the audience revisit?
- On which elements do consumers focus their attention?
For one of our products, we conducted a Click Tracking study on informational and promotional materials for the Medfile® medical documentation program. The study involved 1,000 participants.
Execution
The study was conducted on the Opinion Research Panel, one of the largest consumer panels in Poland. Through carefully formulated questions, it was possible to assess which elements, slogans, or graphics attract the attention of respondents and to what extent, and which ones do not generate interest at all.
Results
In the first stage of the study, respondents were asked to identify the most attention-grabbing elements. Users were presented with press materials for the innovative Medfile® Electronic Medical Documentation system. The most frequently identified element was the graphic of the tablet illustrating the appearance of the Medfile® system. This is indicated by the highest concentration of clicks, evenly distributed almost across the entire central area of this element. This suggests the greatest focus of attention. The second noticeable element was the call-to-action slogan encouraging users to create an account. Respondents' attention was mainly focused through the use of the color red, indicating contrast and additional shapes in the graphics. This symbolizes the action element, or the activity the user is encouraged to undertake. To increase the effect, the word "free" was emphasized, ultimately capturing the attention of respondents. They also recognized the program's logo, placed in the upper left corner.
Source: Own Study
During the second stage of the study, respondents were asked to identify the most unnecessary elements in graphic visualizations. One of the presented elements was the product brochure. Respondents found too many links to the program and product names. They were also uninterested in information about the company's experience. Respondents also deemed it irrelevant whether the offered system was compatible with iOS and Android.
Source: Own Study
In the study, we also decided to examine which keywords influence respondents' interest. Participants were shown a graphic featuring a "word cloud" related directly to the medical theme. Words such as "mobile," "iOS," "Android," and "registration" garnered low interest. Despite words like "SMS notifications" and "patient records" being highlighted in a different color, this did not increase interest.
Why Use Click Tracking Study?
