Compare these two homepage designs (see image). The original, left, had too much complexity at the top; we found that even after 30 seconds, most users were still digesting the technical details and had missed out on all the other
targeted information on the page.

A simplified version resolved this problem, unblocking viewers and allowing them to flow through the page.

These insights can’t be detected with click-tracking alone as often the mouse is not used during reading.