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Step 1
Look at other sites first. Digest the information one finding at a time. Compare other company sites with the research before looking at the corporate site. This allows a higher level of objectivity. Looking at sites that are similar in look and feel, as well as those in the same industry as your enterprise, will provide maximum value.
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Step 2
Examine the corporate site. After evaluating other sites, take a critical look at your own. Note any site attributes that contradict the research findings. Assemble a group of staff members from various departments and at different levels of the corporate ladder to discuss the findings.
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Step 3
Keep an open mind. Don't discount a finding just because it contradicts traditional web design rules. Innovation requires thinking outside the box.
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Step 4
Rely on more than one source. Eye tracking should be used as yet another tool in the web design arsenal. Market research, technical abilities, and strategic vision must also be taken into consideration. Use these tools to test prototype sites and advertisement placement.
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Step 5
Use the research for other media. Many of the findings can be ported to other media, including print advertising. Send these findings to the marketing department to evaluate the effectiveness of the corporate brand in promotional material and training guides.
