Methodology Spotlight

Eye Tracking Paints a Unique Picture

In January, we wrote a blog post about the complementary effects of adding Eye Tracking to Usability Labs. When companies combine these two methodologies, they discover not only what users are looking at on each page of their Website, but also why they are looking there.

The major point of the blog post was this: when we track users' eye movements on a web page, we can use the gaze data we collect to help companies better understand how to prioritize content, improve navigation, and make overall site design more intuitive.

In this article, we will take the subject a step further by showing you the visual maps that we use during analysis of our Eye Tracking studies. We will explain what the maps reveal about usability, and, in turn, how this type of research can help companies create the most intuitively designed Websites that drive call–to–action.

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Featured Article

Benchmarking Your Success

One of the most common questions clients ask when we present findings is "How do our ratings compare?" Benchmarks are key for providing context for the customer experience metrics we collect and can offer direction for the prioritization of recommendations and opportunities for innovation.

However, determining the right benchmark to use to understand your online customer experience metrics is not as straightforward as it may seem. In a series of blogs about benchmarking, we will explore some of the questions surrounding benchmarks: Who should I benchmark myself against? What metrics should I be comparing? How do I ensure an "apples to apples" comparison? What method should I use for doing so? How often should I be looking at benchmarks?

Part I asks Who are my competitors?

Part II asks What metrics should I be benchmarking?

Part III asks When should I be conducting benchmarking?

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When should I use Eye Tracking?

Eye Tracking is a unique method of usability research that not only enables you to observe how users interact with your site, but also elucidates what they actually see while they explore. This method is very insightful when Web analytics indicate there is an area of the site that is not being used.

Eye Tracking answers the question: Are users consciously not clicking on an area because they don't want to, or because they don't see it? If it's the former, users will tell you why they are not interested in that area, but if it's the latter, only eye tracking can prove that you have a design issue.

Eye Tracking is most effective for testing ad placement, navigation design, page layout, and calls-to-action. Eye Tracking is not limited to testing static Web pages; it can also be used to track dynamic pages, interactive applications, video and online gaming. When Web analytics alone cannot describe user behavior, an eye tracking picture is worth a thousand words.

Have a question for our experts? Ask us! research@evocinsights.com

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