Evaluating user interaction with images is important for online marketing, advertising, news and content creation, and webpage design.
METRIC (Measuring Engagement Through Remote Interactions of Customers) provides an advanced capability to do just this! As shown in Figure 1, you can set up Areas of Interest (AOIs) via a drag-and-drop method and give each AOI a meaningful name. AOIs can overlap.
METRIC then collectives (via eye tracking or mouse movements) user interactions with the image and the AOIs. From this, you can get various user interaction metrics, as shown in Figure 2 and Figure 3.
Tracking user interaction with an image allows marketers to gauge the effectiveness of visual content and understand which parts of an image capture attention to encourage customers to achieve business objectives.
This user insight helps refine content strategies to better align with customer preferences, potentially increasing the impact and reach of marketing campaigns. Additionally, engagement metrics can indicate the most responsive customer segments, enabling more targeted and personalized marketing efforts. This enhanced targeting can lead to improved conversion rates as content becomes more tailored to the needs and interests of specific user groups. Tracking engagement is also needed for A/B testing, where different images are compared to determine which performs better, optimizing the visual elements of advertisements or posts for better performance.
By analyzing user interactions with images, marketers can enhance the effectiveness of their content, foster greater interaction, and drive more significant outcomes for their marketing campaigns.
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Read more about METRIC!
Azem, J. Y., Salminen, J., Jung, S.G., and Jansen, B. J. (2023) Measuring Engagement Through Remote Interactions of Customers: Introducing METRIC, 2023 International Symposium on Networks, Computers and Communications (ISNCC), Doha, Qatar, 2023, pp. 1-7, doi: 10.1109/ISNCC58260.2023.10323669