Eye tracking
Eye Tracking analysis enables to get to know which elements of the website and for how long are registered by a user. Comparing the data from eye tracking analysis with the website layout we can answer the questions about user perception of the website.
Basing on that analysis there are usually prepared the records showing a screen, users’ clicking, fixation (eye focusing), saccades (fast movements of an eye).
These materials show how a user move on the following pages of the website and what a user look at on each page. Unfortunately, the interpretation of the data is very difficult and its results have to be compared with results of other users.
A basic method of analyzing gathered results of many people consist in defining the area of interest. Eye focusing are counted for each area separately. Typical websites areas are menus, logotypes, search fields, ads, foots. Basing on a research of a few persons we average their results and generate a screen (website) image showing the fixation in each area: the more and more often the users looked at the area or element of the interface, the warmer color is used to mark it. These kind of maps show very well what the users were really looking at and what they did not find attractive.
Example results of eye tracking analysis:
- 3D chart showing fixation on the website.
- Static image of the website with showed fixation (focusing the sight in each place for some time) and saccades (eye movements between fixation).
- Area of Interests (AOI) analysis.
- Optionally, the video record of scanning the website.
We use eye tracking as a complementary method to other methods, not instead of them.
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