What is eye tracking?
Eye tracking is a method for uncovering exactly where users look when they use a page on your web site or a screen in your software application. The process involves asking participants to carry out a task and measuring where their eyes are pointing. With our system, participants do not need to wear special glasses: the method is totally unobtrusive.
Why do eye tracking?
Eye tracking is an excellent way of identifying the parts of the page that attract visual attention and the parts of the page that people ignore. The objective nature of eye tracking makes it a great way to choose between alternative page designs, to optimise the layout of forms and to decide on the best location for a page's call to action.
When should I do eye tracking?
Eye tracking results are strongly influenced by the fine detail of the page layout and by any images on the page. This means the results are useful only if the page design is fully rendered (there's no benefit in doing eye tracking on wireframe designs). However, the page doesn't need to be coded up: an electronic prototype or a Photoshop mock-up will still give you robust and useful results.
Our approach to eye tracking
We take your home page or other critical page in your web site and ask 50 participants to carry out the same task: for example, "sign up for the newsletter" or "find a product that matches your needs". We measure each participant's gaze and then develop "heat maps" showing the areas that receive the most visual attention. We then use these data to calculate the "catchiness" of the various parts of the page the areas of the page that capture most visual attention relative to the amount of screen real estate that they occupy. These measures help us understand if people are focusing on the parts of the page that correspond to the business priorities of the web page.
Our consultants have a track record in visual science. We are aware of the potential pitfalls with eye tracking research and we know how to avoid them. We appreciate that "one size doesn't fit all", so we'll only recommend eye tracking research when it's relevant to your project. This means that you only pay for the research services you need, ensuring that you get value for money.