Eye tracking

Eye tracking is an advanced usability testing technique that pinpoints exactly where users look and for how long. Eye tracking is particularly used with websites and marketing emails as it:

• Showcases the very best way to design, lay out and position key page items
• Explicitly shows you whether users notice key content or not
• Highlights how quickly users notice on-page features and for how long they look at them

Eye tracking basically tracks people's eyes as they look around web pages. It clearly shows you where both eyes are looking and for how long.

Eye tracking studies often take place at the same time as regular usability testing. Along with any reporting you receive from this you'll also receive specific eye tracking analysis to include:

Heatmaps
A heatmap is an amalgamation of where participants looked and for how long. The 'hotter' the area the more it was noticed and looked at by users.

Gaze trails
A gaze trail shows the order in which participants cast their eye over the page. It also shows for how long they looked at each section.

We'll analyse the eye tracking data and prepare a report summarising the key findings and recommendations. We'll also come to your offices and present these findings to you.