Eye Tracking

Being able to experience a website or other media through the eyes of end users offers unique insights into their cognitive processes through physiological indicators.

Eye tracking makes use of invisible infrared light that is reflected on the user’s eyes. The reflection is recorded by a sensor that calculates where the user is looking, which is then visualized on screen with the use of specialised software. The eye tracking unit is discreetly integrated into a monitor, which allows users to interact with a website or other media just as they would do with any other computer monitor.

What insights it offers

• reveals what grabs the users attention
• shows where users are looking (though what they “see” requires additional methods and analysis)
• helps to determine how users make decisions and the strategies they use
• provides quantitative data to inform decisions when assessing comparative designs

Real-time Eye tracking

The benefits of utilising eye tracking in real time are significant. The test moderator is able to observe where the user has or has not looked when attempting to accomplish tasks and goals and therefore can be more effective in deciding when to enquire further or to simply observe. The client team can also watch the live track and fixations which immediately improves client understanding of how the user perceives the site designs.

Eye tracking analysis

We offer post test Eye tracking analysis to investigate the effectiveness of particular areas of interest on specific web page designs (e.g. homepage, product page, and basket) or other media such as video, email marketing, software applications and printed media.

Data visualisations, such as gaze plots and heat maps, help to determine the main attractors and areas of fixation, and therefore which designs/placements work best to optimise the performance of web pages and for improving critical user journeys such as add-to-basket, checkout and purchase.