Eye Tracking uses a technology that includes a special, non-invasive computer monitor to track users’ eye movements as they view web pages, videos, or images.
Eye Tracking consists of 30 to 60 minute interviews, in which users are asked to complete real-life tasks online, while the eye tracking monitor captures their eye movements. The output from the Eye Tracking includes aggregated heat maps and chronological gaze maps that indicate what users actually saw on the page and the order in which they consumed the information.
Eye Tracking reveals which page or image elements users view, how long they view the elements, and in what order they view them. This information can then be compared to what users recall seeing on the page. Eye Tracking is especially useful when conducted with usability testing. In addition to collecting detailed notes on users’ interaction with and verbal responses to a website or marketing campaign, eVOC can use data from Eye Tracking to corroborate or provide further insight into the effectiveness of a site’s information architecture, organization, and content. Eye Tracking is best during a website development process or when comparing different ad campaigns or layouts for a particular web page.
For more information, check out our white paper on Eye Tracking: Having an Eye for Eye Tracking.