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Clickipedia: Eye Path


What it is: the path your customer’s eye follows when she looks at your landing page or email. What does she see first? What does she skip over?

What it’s not: a festive corn maze for your eyeballs. (What? You know you love that imagery.)

Why we care: We want your customer’s eyes to see the most important things on your page, and we can control that by how we set up the eye path. Testing an eye path usually involves an eye tracker.

This post is part of an ongoing Clickipedia series, defining all the terms you need to know for conversion rate optimization. Keep checking back each week to learn more, and don’t forget to check out the whole series.