This is the summary of an article by Damien Acheson. It talks about the high correlation between mouse and eye movement, and how mouse movement provides more insight regarding a user’s interests and intent, therefore making it a more effective tool for targeting. Here’s the link to the original behavioral targeting article: Staying One Step Ahead with Mouse-Based Targeting.
Behavioral targeting is commonly done through analyzing the click patterns of a user, which tells how a particular user has reached your website and what they are clicking and interacting with in the site. While this technique has been proven effective to some degree, businesses are continuously looking for more effective methods of finding out the next moves of their visitors.
Ideally, a business is on the money if it can accurately identify the answers to the following questions: what is the best way and when is the right time to engage consumers? Will my consumers visit the page for a relatively long time? Are my consumers going to look at the various products being sold in my site, or are they going to leave the site right away?
To answer these questions, sophisticated technologies and tools are being used right now, and such is done by click pattern analysis behavioral targeting.
Mouse Movement is Better than Clicks
On the other hand, recent research has revealed that mouse action and movement across a screen can provide more understanding with regards to the intent of a visitor than click pattern analysis, and this is because there is a stronger correlation between it and eye movement.
According to a study conducted in Carnegie Mellon, “there is an 88 percent correlation between mouse behavior and eye movement.” In addition, a Microsoft-sponsored survey signifies that “mouse cursor behavior is strongly correlated to a user’s area of interest.”
The insight that mouse movement provides may let online marketers side-step guessing based on clicks, targeting visitors even before they have clicked on anything.
Mouse-based Analytics and Targeting
Mouse movement analysis can lead to improvements in conversations, in particular, upgrades in visitor remarketing, cart rescue, and lead generation. Essentially, targeting becomes more effective.
LP Marketer, by LivePerson, uses mouse behavior analytics to provide targeting solutions that are data driven and real time, to provide highly personalized and relevant content to site visitors. This technique provides companies the ability to forestall visitor’s intent to hit the close or back button or leave the website, which then prompts “dynamic interruption” to occur.
These dynamic interruptions include banner displays that tell users that are about to get out to not do so and check out stuff instead that are relevant to their shopping interest, geographical location and customer history.
If a visitor starts filling up a very important form in your website, and then all of a sudden his or her mouse movement indicates that he or she is about to desert the form, then a pop-up will proactively appear prompting the user to write down his or her email address and complete the form later.
The main advantage that is seen right now for mouse movement analysis is indeed towards giving customers a more dynamic experience and making companies win back a lot more customers before they go out of their site, conversions and leads increase.
This analysis will continue to improve, and ultimately, a more successful and intelligent online strategy will be attained as companies can make better visitor behavior anticipations.