Eye tracking allows us to watch not only how a user interacts with a Web page using a mouse, but also enables us to track their eye movements, revealing how users consume the content provided. Through eye tracking, we can test advertising recall, determine the best format or placement for content, and establish the best page design and layout.
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, layout, and content.
Eye tracking is best during a website development process or when comparing different ad campaigns or layouts for a particular web page.
eVŌC Insights leverages years of experience in voice of customer research to help you understand the thoughts, attitudes and behaviors of your customers online.
"Over the last three years, we have worked extensively with eVŌC Insights to help us with a broad range of research needs. The consultants at eVŌC are very effective at both strategic and tactical levels, and have strong knowledge of our industry and of Web best practices in general. The insights gained have impacted our business strategy and have resulted in clear improvements on key performance measures such as online conversion. We highly recommend the team at eVŌC."
— Barrie Seidenberg, President / CEO, Viator.com