The document discusses a study that analyzed 500 home pages to measure marketing design characteristics like clarity, excitingness, and attention prediction. Clarity refers to how clear and clean a design is, excitingness refers to how motivating a design is, and attention prediction uses heat maps to show where users focus on a page. The study found that on average, home pages scored 74 out of 100 for clarity and 54 out of 100 for excitingness. Certain industries tended to score higher for clarity and excitingness. The document provides examples of high-scoring home pages and recommendations for marketers based on the findings.

1. Home Page Scoring With
Clarity, Excitingness and Attention

2. Crayon and Eyequant recently analyzed 500 home pages to
measure marketing design characteristics, a few include:

3. The marketing design characteristics analyzed included: Clarity,
Excitingness and Attention Prediction.
• Clarity = Defined by how clean and clear a design is, rated on
a scale from 0-100 (The Clarity Score)
• Excitingness = Defined by how motivating and stimulating a
design is, rated on a scale from 0-100 (The Excitingness
Score)
• Attention Prediction = Articulated via heat maps, Attention
Prediction anticipates where users will focus on a web page.

4. A bit more about each…
• Clarity is directly correlated to user experience. The higher the
Clarity Score, the better the experience.
• Excitingness is directly correlated with engagement. The
higher the Excitingness Score, the more likely a user is to take
an action.
• Attention Prediction highlights where eyes focus. Your most
important content and CTAs should be placed in the highest
areas of focus.

5. 1
Clarity
and Excitingness

6. Average home page scores by
Clarity and Excitingness
74
54
Average
Excitingness Score
Average Clarity Score

7. 0
10
20
30
40
50
60
70
80
90
0
10
20
30
40
50
60
70
80
90
100
Avg Clarity
Avg Excitingness
Average Home Page Clarity & Excitingness Scores by Industry

8. 74 74
77
74
53
55 55 55
0
10
20
30
40
50
60
70
80
90
100
1st to 24th 25th to 49th 50th to 74th 75th to 99th
Average Home Page Clarity & Excitingness Score by Alexa
Traffic Percentile
Clarity
Excitingness

9. 1 1 1 1 1 1 1
2
1
2
1 1
2 2
1 1
4
2
3
2 2
6
1
4
5
2
6
4
3 3
6
3
6
4
3
5
3
4
9
1
2
5
10
9 9
7
5
4
8
12
6
9 9
12
5
11
13
18
13
10
17
13
19
22
9
14
13
16
12
14
9
17
10
4
12
5
6
0
5
10
15
20
25
8 14 20 23 26 28 31 35 38 40 42 44 46 48 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83 85 87 89 91 93 95 97 99
# Home Pages by Clarity Score

10. 1 1 1
2
5
2
4
1 1
3
2
3
1
8
5
6
4
3
2
1
8
10
4
9
4
3
6
11
6
5
8
6
3
5
2
8
7
6
9
4
6 6 6
10
6
11
4
8
14
5
6
8
9
6
13
12
8
11
9
14
8
10
9
8
7
14
9
15
7
6
8
12
5 5
7 7
2 2 2
1
2 2
0
2
4
6
8
10
12
14
16
2 5 8 12 14 17 20 22 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83 85 87 89
# Home Pages by Excitingness Score

11. 94 94 94
91
88 87 86
83 83 83
79 79 79 79 78 77 77 76 76 75 74 73
71 71 70 69
66 66
63
60
0
10
20
30
40
50
60
70
80
90
100
Average Home Page Clarity Score by Industry

12. 82
78
75
72
70 70 69
67
63
60 60 60
56 56 56 56 55 54 53 52 51 50
47 47 46
44
37
28
26
21
0
10
20
30
40
50
60
70
80
90
100 Average Home Page Excitingness Score by Industry

13. 2
High Clarity
Home Pages

14. Clarity Score = 94

15. Clarity Score = 96

16. Clarity Score = 95

17. Clarity Score = 92

18. Clarity Score = 97

19. 3
High Excitingness Home Pages
With Attention Prediction

25. 4
High Excitingness
Home Pages

26. Excitingness Score = 90

27. Excitingness Score = 91

28. Excitingness Score = 84

29. Excitingness Score = 82

30. Excitingness Score = 86

31. 5
High Excitingness Home Pages
With Attention Prediction

37. 6
High Clarity High Excitingness
Home Pages

38. Clarity Score = 91 Excitingness Score = 86

39. Clarity Score = 83 Excitingness Score = 83

40. Clarity Score = 90 Excitingness Score = 76

41. Clarity Score = 93 Excitingness Score = 76

42. Clarity Score = 81 Excitingness Score = 83

43. Clarity Score = 92 Excitingness Score = 78

44. 7
High Clarity High Excitingness
Home Pages
With Attention Prediction

51. Takeaway for Marketers:
• When designing your home page, ask yourself, “what about this page will
make someone take an action?”
• Test marketing design features to increase excitingness (if appropriate for
your brand)
• Use less characters. Be concise
• Increase whitespace within reason
• Use high resolution imagery to help tell your story
• Be mindful of where eyes tend to focus on web pages (by page type and by
device)
• Make your website interactive and offer value (try to offer something besides
the average free download/eBook/10% off)