Case Study
There is a growing recognition that great websites don’t just happen by accident. Simple Usability provides brands with the chance to observe subconscious behaviour and find out why website visitors engage with certain things, and which aspects they ignore.
From modest premises inside the lauded Round Foundry Media Centre they are fine-tuning innovative eye-tracking technology that watches website testers as they scan a page.
The team is able to discretely track how people’s eyes are drawn to particular content, and to monitor the pathway visitors choose to take through a site. Brands which are looking to improve website traffic, raise awareness of an idea or service, or increase sales can turn to Simple Usability for detailed analysis and expert interpretation – something that standard website statistics are not able to deliver.
Simple Usability moved to the Round Foundry Media Centre 22 months ago, where its team of four people are generating £250,000 in annual turnover. They currently offer a service that is not available elsewhere in Yorkshire, and as leading users of eye-tracking equipment in the UK, attract clients from across Europe.
“We have regularly been able to double the turnover of our customers, by putting the results of our eye-tracking technology into practice on their websites”, explains managing director Guy Redwood. Clients such as Hallmark Cards, 02, Tesco and the British Library are attracted to Simple Usability’s service.
The deciding factor for choosing their current location was more about the community they wanted to move into. “You can tell straight away that the media centre houses a thriving business community, and there is a real buzz about the place.
But the benefit is that the media scene here is really well-connected. We’re like a village in that there is always bound to be someone who will know someone who can help. It’s always a pleasure to come to work here.”
