Each metric will enable you to learn something new about your web page as each have different uses. Metrics refer to the type of metric used to score the tracked elements on the page.
To switch between metrics:
- On the right hand side taskbar, click on the dropdown menu where "Probability of Perception" is selected by default. You will be able to switch between our available metrics from here.
Probability of Perception (POP)
This metric estimates the percentage of viewers likely to have their attention drawn to an element at first glance (in absolute terms). Because our brains have the ability to process up to a maximum of 5 distinct hotspots at any given time, it is possible for multiple elements to achieve a score of 100%.
Use PoP to determine the probability of your audience seeing what you want them to see at first glance. For example, if you have 3 strategically important elements on a webpage you can use PoP to ensure they are seen first. Equally, if you have a banner ad you’re testing, you can use PoP to measure the likelihood of viewers seeing that ad within a given context.
Share of Attention (SOA)
The Share of Attention (SoA) metric estimates how much of the total attention within a scene is attributed to a given element (in relative terms). The sum of all elements in a scene should be 100% (allowing for a small margin of error as we round the scores for each region).
Use SoA when you want to compare the relative performance of multiple elements within a scene.
Location Attention Score (LAS)
This metric provides the average level of saliency for a given element e.g. on a scale of 0-100, how attention grabbing is a certain region?
LAS represents the average heatmap score obtained after dividing the image into equally sizes square grids. It is best used to compare the saliency of elements in the background to elements in the foreground. With this data, you can then assess the effectiveness of your areas on interest.