1. Page 1 © 2008 Customer Relevance Page 1 Task  It's been a little over a week since you were on Expedia.com shopping for a hotel for your trip to Chicago.  You still haven't booked a room for your trip and open your inbox to see the following email.  You will see multiple emails in your inbox. Open the email titled “Save on your Chicago hotel with this $50 coupon".  Pretend you received this email at home and read it as you normally would. Second Touch

2. Page 2 © 2008 Customer Relevance Page 2 Observations  Hero imagery overall is glanced at.  The majority of the hero image’s visual concentration is on the man’s face. The predominantly female recruit likely contributes to this.  100% of participants see the Special 50% Savings header.  Overall the offer is seen by almost all.  Hotel listings are seen, as 80% of participants read this below the fold. Second Touch n=15 Avg time= 19.1 Fold 1024 x 768 Strong Attention

3. Page 3 © 2008 Customer Relevance Page 3 Observations  Pricing is scanned by over half of the participants.  On this email template the Call 1-888 number is noticed by half of the participants, receiving slightly more traffic than the hero imagery above.  As seen with previous templates, most notice the hotel names and links, however choose to ignore the “Build Your Trip” wizard lower on the page. Second Touch (cont’d) Wizard Ignored

4. Page 4 © 2008 Customer Relevance Page 4 Observations  Reading and scanning is concentrated on the right side of the page.  Participant 9’s eyeflow is typical, showing the eye slowing to “check out” the face of the man. Second Touch: Individual Sessions Participant 3Participant 13Participant 9

5. Page 5 © 2008 Customer Relevance Page 5 Second Touch ZoneOrder Seen How Long Until Seen (seconds) How Many Saw It (out of 15) Hero411.611 Top Message10.915 Deals In Chicago35.014 Build Your Trip21.79 1-888512.87 Observations  The top message aligned with the Expedia logo is seen by all in less than one second of coming to this page.  Of note is the Booking Wizard is seen second by many people in their scanning, however many choose not to interact with it. 1 2 3 4 5