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Eye Tracking
Do you know which parts of your website are attracting the most attention? Do you know what information your users are ignoring? Do you know which areas are merely distracting your users from finding what they really want? Eye tracking will answer these questions allowing you to focus on making the most important information on your website also the most visible.
While a standard usability study relies on video and audio feedback, eyetracking allows us to infer thought processes that are not vocalised, giving you an even deeper insight into your users. The results are objective, unbiased and quantifiable.
The eye tracker records exactly where the user is looking on screen at any given moment and how long they spend looking in any one place. Unlike older eyetracking equipment, our technique is non-obtrusive, meaning no clunky head restraints or heavy glasses. The system is quick to set up and can be calibrated in under a minute. It is also fully portable and easily incorporated into our mobile lab. The data provided is highly accurate and the monitor tracks almost everyone, even those wearing glasses or contact lenses.
From the data collected we will produce a series of easily interpretable graphical representations showing the main areas of interest on your site, with individual gaze plots and hotspot visualization maps as shown below.
Eye tracking is a valuable yet cost-effective addition to any usability testing and compliments task-based observation methods well. We currently offer eyetracking as an optional extra to enhance the results you get from usability testing.
Interested in Eyetracking Services?
Contact us to discuss your eye tracking queries.