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Sure, eye tracking studies designed specifically for your web site could cost you tens of thousands of dollars. So, until you’re ready to spend that kind of money, you might want to take advantage of data garnered from studies of other websites.

Most eye tracking studies yield certain consis

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

tent results that can be applied across the board. Let’s discuss a few of the data, and then you decide how it can be applied to your own site.

You’ve probably heard the statistic that says 70% of the people landing at your site will leave the page within 8 seconds. But what exactly does you

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

reader look at during those 8 seconds, and how can you use this information to improve your conversion rates?

According to eye tracking tests, generally, the first place your readers look is the upper left hand corner of the site. This is where most designers put the logo or other bit of us

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

eless, egocentric information. This space would be much better utilized with a call to action or a headline.

And speaking of headlines, there is a huge trend going on right now that eye tracking studies definitely do not support. Have you noticed how many web sites have been using centered h

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

adlines in red text? Studies show that red headlines get glanced at, but not read. And centered headlines do not get read as often as left-flushed headlines, especially if the headline spans multiple lines.

The best practice is to put your headline in the upper left corner, use black text an

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

keep it left-aligned. (Obviously, you’ll want to make sure it’s benefits-oriented, but that’s a copywriting trick that has nothing to do with eye tracking.) Another interesting phenomenon is that people don’t necessarily read your headline word-for-word. They read the first word, skim throug

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

h the next few words, read the center words, skim through the next words, and practically ignore the last few word. So, for instance, the eye would look like this:

Read Read Skim Skim Skim Read Read Skim Skim Ignore Ignore

To take advantage of this, you’ll want to use a very eye-catching wo

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

d at the beginning of your headline, such as “Attention!” or “Finally!” and another extremely powerful word at the center of the headline (consider a power verb).

OK, one final note about headlines. Eye tracking studies give us some interesting insight into the length of the headlines: the h

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

adline on your web site should be no more than 52 characters long. To be more specific, the headline should be no longer than twice the length of the alphabet it is written in. Since the English alphabet is 26 characters long, we’ve got a 52-character headline to work with. Any longer than th

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

at, and not only will the end words be ignored; you run the risk of the entire headline being ignored.

All of this information definitely goes against the grain of what we’re seeing on the web today: super long, center-aligned, red text headlines. If you have a hard time going against what a

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

pears to be conventional wisdom, I urge you to do several A/B split tests and prove for yourself what works best.

OK, the upper left gets looked at first, then what? Well, the next thing visitors look at, in general, is images, and especially photos of people. And the area of the photo that

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

ets looked at the longest is the eyes and upper portion of the face.

However, it’s interesting to note that stock photos simply get glanced at while photos of “real” people get an actually look. Many designers believe they are making their site look more professional by using stock photograp

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

hs, but instead they are just wasting valuable real estate. Another benefit to using “real” photos: it increases your credibility factor and improves the trust level visitors place on your site.

Moving along, visitors go from the images to the text that is directly below the images. Oddly en

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

ugh, most web sites do not use captions with their photos, even though both on and off line tests prove that captions do get read. If you do not want to use captions with your photos, be sure to put your most important text under the photos. And position the photos so they lead the eye into t

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

e text and not off the page. A popular design technique is to place the photo or graphic on the left side of the page. You’re better off placing the photo on the right side of the page in order to drag the reader into the page.

And a final note on graphics – when creating a graphic represent

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

ation of a product (think especially of e-book covers and infoproduct boxes) many designers simply create a thumbnail of the product by resizing the image. Unfortunately, the text within the image now becomes unreadable. Eye tracking tests prove that if the text is readable, the graphic will

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

et read and clicked on. You’ll get much better results by creating an entirely new image that is meant to be read at a small size.

(Don’t worry if the image is not the exact cover that appears on the e-book. By creating something similar, but readable, you will have better conversions.)

So,

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

how do you take this eye tracking data and design a page for optimal conversions? First, decide what you want your visitors to do on the page, and then lay your page accordingly. Try starting with a banner-like header with your logo at the very top of the page.

Follow that with a black text,

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

flush-left headline of 52 characters or less. Under that, place a left-aligned photo of yourself or another “real” person or a legible reproduction of your product or e-book. Next to the graphic, place a black text, flush-left sub-headline using power words in the front and center of the hea

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

line.

Time To Implement: Implementing eye tracking data can be relatively simple or extremely complex depending on your current site layout. If you have a template-based site or if you use a WYSIWYG editor, you should be able to reposition the various elements of your page in under two hours

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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Customer Service at new and used auto dealerships is a must to increase repeat business and referrals. In post customer purchases those dealerships, which constantly rated higher in satisfaction, had the biggest growth rates and indeed always out sold the other dealerships which did not. In fact even metro car dealerships were beaten out by rural dealerships often enough and the ones that did always rated higher in customer Service.

I am consistently challenged throughout the day by the type of impact am I having on those around me. Is a positive impact or having a negative effect? I have to admit that my behavior is different with people that I have the time of day for and it shifts to the other end of the spectrum for those I do want to be around.

Everyone has heard a horror story about a nightmare consultant. But what causes these problems to occur? In this article, Louis Guyon discusses five serious traps and how to avoid them.

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