Eye tracking

Eye tracking allows you to discover exactly what your users are looking at on your pages by tracking their eye movements. If you need to know whether important elements like the checkout link are being seen this method of user testing can show you. Eye tracking visually outlines quantifiable information such as this, and gives you hard evidence that’s easy to understand and invaluable when improving your conversion and customer experience.

Hard evidence to improve conversion

Wouldn’t it be great to know what your audience is looking at and when they’re seeing it? Being able to identify the ‘hot’ and ‘cold’ areas on your website can show you how to better tailor your site for optimal performance. Are users looking for your contact page but can’t seem to find it? Eye tracking results give you hard evidence of specific issues. We then work with you to implement changes to your site to improve your user’s experience, ensuring your site has the edge over your competitors and keeps your users happy. Better usability can be achieved in this way, which can mean that you get more conversions and more repeat visitors to your site.

Understanding your users

Eye tracking also records the ‘gaze plot’, that’s the journey a user’s eyes travel through when they look at the page. A user may look first at the big green price-tag, then immediately search for an ‘add to shopping cart’ button. But if the can’t find it, now we know and can fix it. We believe details like this are crucial to understanding how your users want to interact with your site.

Eye tracking facilities

We use industry-leading eye tracking equipment and run eye tracking sessions at our testing facilities in Bristol. Eye tracking can be used as a stand-alone research method, however it can also be run in conjunction with other forms of user research such as:

• Usability testing
• Quantitative research (online surveys)
• Customer journey mapping