User First Founder Leslie Chacon to Offer Expert Insight on Eye Tracking at SES NY 2011

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Everyone knows placement in advertising matters, but now eye tracking technology is shedding new light on how and why. User First, LLC, an industry-leading provider of eye tracking research, is pleased to announce founder Leslie Chacon will be speaking on a panel at SES New York 2011, offering her expert insight on eye tracking technology.

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Everyone knows placement in advertising matters, but now eye tracking technology is shedding new light on how and why. User First, LLC, an industry-leading provider of eye tracking research, is pleased to announce founder Leslie Chacon will be speaking on a panel at SES New York 2011, offering her expert insight on eye tracking technology.

The panel, “Placement Matters: How Eye Tracking Helps Improve Display Advertising,” will be held on Conference Day 3 of SES New York, Thursday, March 24, from 10:45 to 11:45am EST.
Chacon will be discussing how eye tracking works and why it is more useful for learning about users’ behaviors than traditional research methods. She will also be giving a live demonstration, during which attendees can submit their own websites for analysis.

Leslie frequently speaks at industry events as an expert in eye tracking and user research, often focusing on the power of combining eye tracking with other research methods. “I am extremely honored to be invited to speak at SES New York, and I am very excited about sharing the latest advances in eye tracking research, in particular how it applies to search engine optimization (SEO) and Display Advertising,” said Chacon. “Eye tracking provides an entirely new perspective of the user and it is one that complements the goals and objectives of SES.”

Recent quantitative studies have shown wide variation in engagement with advertising on apparently similar websites. Based on this research, Chacon will give publishers tips on how to make their sites more appealing to advertisers without alienating their audience. She will also give media buyers and brand owners insight into questions to ask of both publishers and themselves before placing that all-important buy.

“Imagine viewing search results through the eyes of your user and discovering precisely what catches their eye, whether it is specific words, phrases, colors, or locations,” said Chacon. “By knowing what users look at and what they miss, we suddenly have a much greater understanding of the click behaviors we observe on the back end, and we are able to make much better educated decisions regarding online advertising.”

SES New York 2011 will take place March 21-25, 2011 at the Hilton New York. Since 1999, SES has been the leading international conference series for webmasters, digital agencies, online marketers and corporate decision makers. Over the years SES has guided search marketers of all skill levels through the fast changing and complex world of search — the single fastest growing marketing sector.

Chacon’s company, User First, is currently sponsoring a case study that covers several platforms, including web, television and print, to evaluate and set standards for eye tracking metrics that can quantify attention, distraction, confusion, and engagement. Within the web component is an in-depth evaluation of the search experience within a natural, unforced environment using a personalized browser experience. Historically most eye tracking studies of search results pages have been sterile and controlled and User First is eager to see what is learned about users when performing eye tracking research in a more realistic setting.

For more information on user experience research, eye tracking, web analytics or other User First solutions, call 800-910-1877 or visit http://www.UserFirst.com.

About User First:

User First is a user experience research firm that offers usability consulting and full-service research studies. User First has helped Fortune 500 clients improve not only user performance and efficiency but they have also helped clients uncover key drivers of the emotional responses that create brand loyalty and, ultimately, significant ROI. The team achieves these measurable results through a dedication to collecting empirical data, integrating different data sources, using best practices in research, and close collaboration with clients around research goals and outcomes.

Contact:
User First, LLC
800-910-1877

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