In yesterday’s post I gave an introduction to heat maps–an overlay on a web page showing where visitors’ eyes were most often focused.

Today I wanted to publish a heat map for Amazon.co.uk to see some specifics. If you put this info to work it will definitely increase your click throughs and sales.

Below is the “shrunken” Amazon heat map–you can click it for the full size version (opens in a new window.)

(From here.)

The white line represents “the fold”–the bottom of the screen when someone first comes to the site.

So what can we observe here?

• The large banner in the middle of the page is virtually ignored
• Almost no one looked at the content beneath the fold
• The navigation areas get the most eye contact
• The right-hand column got more eye contact than the center of the page, second only to the left column
• The high left corner and high on the left column just beneath the navigation both got high eye contact–even though both of these areas were “populated” by ads.

Again this underscores the post yesterday–if you want to generate more click throughs you need to get your most desirable links into the high eye contact areas.