Are your website and emails effective… visually? Is the message you want to convey immediately spotted? These are the questions that the start-up Viaretina wishes to answer.
Analyzing the effectiveness of a landing page or an e-mail is not new, but this analysis is still too often carried out according to subjective criteria. And yet, the subject deserves to be studied seriously. “We live in a world where the issue of attention has become crucial,” recalls Gabriel Gastaud, founder and CEO of Viaretina. “Brands need to be aware of the fact that the people they are targeting will not read all the content they offer. If only 5-10% of that content is read, knowing what that 5-10% will be is critical. »
Viaretina does not focus on what the brain will remember from a page or an e-mail in second attention, but on what it will focus on in the first seconds, almost by reflex. An area where the reactions are relatively homogeneous. “The eye tracking studies carried out in the laboratory have made it possible to determine where visual attention will focus first. Machine learning makes it possible here to derive interesting patterns, the reliability of which can reach 92%. »
Bringing order to visual experiences
Viaretina has developed a method that allows the visual experience to be analyzed objectively. The page is broken down into various elements, the loading time of each is measured, then the order in which they will be seen by the Internet user.
“We base ourselves on fifteen objective measurements, supported by predictive eye tracking based on AI,” explains Gabriel Gastaud. “This makes it possible to dissect the course of the gaze in the first seconds. A moment when the brain is more attracted by visual elements (shapes, colors, contrasts, movements) than by the text content itself. It is on these very first seconds of attention that we want to act. »
What are the first elements seen on the page, and in what order? Did my message go well? Does it make sense that in the first five seconds, a person spends three on the ad on the page? “The effect of a title displayed in large print can be greatly reduced by the presence of an advertisement or visual that is too conspicuous. This can be totally counterproductive, because it may not be the message that the company wants to convey first. The visibility score of each element present on a page makes it possible to verify this point. »
Accompanying and advising, essential elements
Viaretina’s customers include companies such as Adecco, Bouygues Telecom, Decathlon and Mercedes-Benz. Its tools and analyzes are used to evaluate the effectiveness of existing landing pages or e-mails or in the design phase.
The start-up is currently working on two subjects: integrating new indicators into its analyses, such as the ability of a text to be read easily; offer automated tools that will allow companies to have a first level of analysis of their creations, without going through a full, longer audit… “but without sacrificing the support and advice part, essential to go further in the analyses”, concludes the founder of Viaretina.