In an effort to catch your eye on their Facebook pages, brands have experimented with apps and splashy profile photos. But in almost all cases, it turns out, the humble Facebook wall itself steals the show.
In an webcam eye-tracking study for Mashable by EyeTrackShop, the 30 participants who viewed top Facebook brand pages almost always looked at pages’ walls first — usually for at least four times longer than any other element on the page.
On average, the smaller pictures above the wall were noticed 85% of the time, and the “likes” column was noticed just 58% of the time.
Here are some other interesting observations that can be gleaned from the eyetracking maps of Facebook brand pages for Coca-Cola, Skittles, Victoria’s Secret, Starbucks, Converse, PlayStation, Pringles and Red Bull:
Content matters. Facebook brand page visitors almost always saw the wall first, and spent more time looking at it than any other element on the page.
The exception: Victoria Secret’s page was the only one in which people looked at the profile photo before they noticed the Facebook wall. When they did move on to the wall, they spent about 25% less time looking at it than they did other brands’ walls.
Profile photos can be the difference between seeing and not seeing a brand. Most brand pages’ profile photos didn’t get a lot of attention. Only 57% of visitors to Coca-Cola’s page, for instance, even saw the bottle of Coke that occupies this prime piece of real estate. Generally, profile photos with faces in them got the most attention. An exception to this rule was Skittles, which had an image of a bag of Skittles in the profile photo spot that 90% of visitors saw.
Photos on the wall get attention. The Facebook wall with the most images at the time of the test, PlayStation, was also the one that people spent the most time looking at. On average, viewers stayed on the wall for 4.88 seconds. No other page element on any brand’s page held attention for longer than four seconds.
Read the full article and results of the study at Mashable: http://mashable.com/2011/12/14/eyetracking-facebook-brand-pages/#view_as_one_page-gallery_box3487.