Eye tracking

Eye tracking shows what people look at when they use a website or application

Eye tracking provides an insight into how your users really behave on your site.

Understand your users

cxpartners use eye tracking to answer fundamental questions about how users perceive our clients’ websites. By tracking users’ eye movements we can show what people look at, and what they don’t see. From our experience, this is not always what you would expect.

The results from eye tracking research are used to recommend informed design changes to your site, creating an optimised experience for your users and a better performing site for your company.

When to use eye tracking

TIP: Eye tracking blogs The cxblog has lots of posts that discuss eye tracking in more detail.Eye tracking can be used as stand alone research, or alongside other methods of user research to complement their findings. We think it works really well when used alongside think aloud usability testing because you get a more complete picture of what users are thinking as well as what they’re looking at.

If you have never commissioned eye tracking research for your website before, we can talk you through the methods we use so you can be more involved with the research.

Our eye tracking facilities

cxpartners use leading Tobii equipment for all our eye tracking research, both in our own user testing lab in Bristol and with our portable testing kit.

A dedicated viewing room in our offices allows you to observe the research as it happens. Video feeds link our eye tracking equipment to monitors and projectors where you can see the participants live eye movements.

How we run the research

Prior to the testing cxpartners will work with you to develop a user recruitment brief and develop a test plan. It’s important that we really understand your needs from the research as this affects how we facilitate the sessions.

While we run eye tracking interviews, we will work with you to ensure you get the most from the research. We’ll make sure you are comfortable and have a consultant with you to guide you through what’s happening. We’ll give you the opportunity to feed back to us during the testing so we can make any alterations to the tests as necessary.

If you and your team are not able to attend the eye tracking sessions we’ll give you regular updates on our extranet while they are happening so you have the chance to ask questions.

After the eyetracking is completed we’ll have an immediate session with you to discuss the key findings and the areas you’re particularly interested in for us to report on.

cxpartners will analyse the accumulative eyetracking data from all participants, studying the plot data and heatmaps.

A report will be developed that shows you the page in discussion, the problems or comments found and a recommended solution.

TIP: DesignsThe designs we produce may be wireframes or visual designs.Where relevant we will provide design examples showing how the page should be optimised.

cxpartners will also develop an executive summary, pulling out the key take outs from the report and a prioritised list of recommendations.

Next steps:
We’d be happy to talk to you about how eye tracking can be used to inform your design. Call us on 0117 946 3930 or email info@cxpartners.co.uk.

If you’re interested in other user research methods, take a look at how we use ethnography, card sorting and online surveys.