I wrote an article about increasing advertisement revenue based on institutional research. Hope you find it helpful.

Excerpt:

"In 2004, the Poynter Institute released the results of a research which studied the paths a user's eye takes when looking at any website. The results coincided with the previously stated fact that visitors generally look at website from top to bottom and left to right. They even generated a "heat map" from the results. The image below shows the areas of a site that users looked at most, with the color red being the most viewed spot."

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