Conversion Optimisation With Predictive Heatmaps

Feng-GUI offers attention analysis in the form of heatmaps.

It simulates the vision of humans during the initial 5 seconds in which they are presented with a visual. Feng-GUI then creates heatmaps that are based on an algorithm, which will predict what a human will most likely look at.

Feng-GUI Dashboard provides advertisers and designers with a pre-testing service to predict their design’s performance prior to airing. It analyzes attention levels, placement, and brand effectiveness while breaking down attention flow.

Feng-GUI attention analysis helps the user discover which areas of a photo, advertisement, or webpage attract the most attention. With Feng-GUI, you can:

  • Pinpoint weak spots in an ad and revamp it to improve its performance.
  • Optimize the layout of your webpage, including its banners and its buttons.
  • Aesthetically retarget, resize and crop photos.
  • Optimize branding effectiveness and brand location.

Feng-GUI Dashboard gives designers advanced analysis reports, including the Attention Heatmap, the Gaze Plot, the Opacity Map, and Areas of Interest.

The Attention Heatmap shows levels of an image’s attractiveness as “hot” and “cold” spots. This report is a predictive eye-tracking report that shows how regions of the image attract attention. The heatmap color range goes from green to yellow and then to red, which represents low, medium, and high attention levels, respectively. Areas showing no color are assumed uninteresting and predicted to be overlooked.

The Gaze Plot report shows the order of scan paths between image elements and is also called a scanpath report. This report contains a series of fixations, or short stops, and saccades, or fast eye movements. Fixations are denoted with circles and a number stating the order of eye movements between fixations. Number 1 marks the first fixation, and 300 milliseconds is the time between fixations. Use this report to illustrate fixation order and gaze paths.

The Opacity Map report displays what viewers notice during the initial few seconds of inspection, while toning down elements that do not attract attention. The areas that attract the most attention are the most transparent ones. Use this report to pinpoint which areas attract notice and which will be overlooked.

The Areas of Interest report lets you specify areas within the image and decipher the attention percentage drawn by the area. The Areas of Interest report also is known as the Regions of Interest report. Use it to compare differing versions of layout and design.

In this session: David Iwanow & Dan Petrovic


Dan Petrovic, the managing director of DEJAN, is Australia’s best-known name in the field of search engine optimisation. Dan is a web author, innovator and a highly regarded search industry event speaker.

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