Eye Tracking and Banner Blindness

All this talk about foveal eye gaze and eye tracking has one wondering that we may be missing out on the most important part and that is ease of use. OK so you can see what people see when they come to your site and you have optimized you site to work to over come the foveal eye gaze issue but what if your site is confusing to  very audience you are trying to attract.  If customers think that some of the site information you present is really  advertising information they are likely to skip right over it or go some were else.So how do you put convert important information into a graphical banner and keep your customer from ignoring it. Simplicity and continuity. Don’t have a your site in say pink and have a big ad or discount coupon in red. Customers will bounce. For example look at these two sites selling the same items both what to engage the customer but look at site one.   The live chat button is RED and LOUD and does not flow with the rest of the theme of the site, this can cause a guest to skip right over intended objective. Yes I know you want them to buy not chat but just to give you and idea.    Or look at Wedding Favors to Go. The Live chat button compliments the site and has a better chance of being clicked, we know this because we test. When we used a bold non site related color we saw a .5% decrease in click thoughts than the same live person button with the new color. Now that may not seem like much but in the world of conversions it means everything.