AI Heatmap shows that four main segments – logo, heading, CTAs and product image draw most of users’ attention.
Firstly, Attention Heatmap indicates that attention for the logo and the main heading converges due to the lack of white space in between. Whitespace or negative space improves comprehension and helps emphasize design elements by creating a visual hierarchy.
The first insight: increase the whitespace between the logo and the main heading.
Percentage of Attention indicates that two main CTAs – “Get a Demo” and “Start My Free Trial,” compete for users’ attention with 4% and 3% of Attention accordingly. According to Hick’s Law, which applies to web design, the more choices you have, the easier it is to choose nothing. Since the goal is to increase demo signups, “Start My Free Trial” has to go.
“Essentially, two CTAs make users think a little more about which one to choose. Also, having one CTA would reduce hesitation, and no further thought would be needed as to which of these options were more appropriate” – Paulius Zajanckauskas, Performance Marketer @ Omnisend.
The second insight: decrease the number of choices, which will reduce the time required to make a decision.
The same holds for CTAs in the header even though they attract little attention in the first 4-5 seconds. These buttons still make users’ decisions more complicated, and CTAs in the header are repetitive.
The third insight: give up the original CTA buttons in the header and replace it with “Start My Free Trial” instead.