Mouse Eye Tracking can give you clues as to what content users are looking for when they browse your website. One way of finding these clues is being aware of the humble list (aka ‘dot points’) when analysing attention and click only heat maps.

An Example:

If you run a business website with product pages filled with feature lists, pay attention to heat map output over these lists. In the example to the right, the heat map is stronger over features 4, 5 and 6. This indicates that users are more frequently hovering and/or clicking on these features, possibly to get more information.

Based on this, you could develop your site to include more content about those features, or even turn the bullet points into links to new pages that dive into more detail. Not only will this help your users understand your products better, it will also provide more relevant content that search engines like to crawl.

So next time you’re analysing your heat maps, pay attention to bulleted lists throughout your content. They may give you the clues as to how to continue developing and improving your website content.