Maximising website usability

Some businesses are finding that their websites are failing to engage their audience due to a number of small but significant errors, one sector commentator has claimed.

Steve Simmonds, business manager at Design UK, speaking at the Technology for Marketing & Advertising event, said that peoples' eye movements on the page could be tracked which gave a better idea of which information they primarily focused on.

Using this data, Mr Simmonds claimed that there were often some surprises about how users read the web content.

"Sometimes it can be [something that's been] completely overlooked. It might just be a very minor thing but it's minor things that can [cause problems]," he explained.

Design UK's eye-tracking machine is created to give detailed insight into how customers interact with a website.

This insight can reveal key recommendations for maximising the usability of websites and aims to help companies to get more from their online budget.

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