Launched towards the back-end of last year, Twitter’s enhanced profile pages offer businesses the chance to draw in users with many new page features.

A recent eye tracking study – based on the select few businesses who’ve access to enhanced pages – carried out by SimpleUsability has displayed that brands need to make the most of the social media marketing opportunities provided.

Writing for Search Engine Watch, Miranda Miller, has looked into the results of the study and what needs to be done to take advantage of the new opportunities.

One of the main features that Twitter’s enhanced pages offers is the ability to display full-sized images on the page.

Looking at the results of the study, Miller found that McDonald’s display of a Big Mac image, whilst catching attention, wasn’t a success as it pushed the element of self-promotion too much.

HP, on the other hand, managed to attract a greater amount of attention by using a subtler image – of a dog looking at one of their products.

The study also found that unclickable banners confused and frustrated users rather than captivated them. For example, Staples displayed a banner that wasn’t clickable; this drew people in at first, but then eventually caused irritation when they realised it wasn’t clickable.

HP have combatted this by using an arrow to point to the actual link featured in the top tweet – something Staples didn’t do.

People participating in the study also responded positively to brands that had a tweet stream displaying a commitment to responding to consumers – with a number of participants stating that HP’s honest and genuine interaction resonated with them.

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