If users can’t find what they are looking for on your website, they won’t stay for long. When users are on your website, you only have 10-20 seconds to catch their attention. Assess Ease or Difficulty of Target Tasks
#EYE TRACKING STUDIES HOW TO#
Knowing how to communicate better with your audience will lead to better user experiences and satisfied customers.Ĥ. Analyzing differences in your user groups’ behavior will guide you to cater to your target audience. Age, gender, and web experience to name a few.īy segmenting your users, eye tracking allows you to compare scan patterns between them. There are several factors that play a role in how people perceive websites. Compare Scan Patterns of Different User Groups
Plan for scanning behaviors by providing highlighted keywords, meaningful headings, short paragraphs, and scannable lists.ģ. Jakob Nielsen’s eye-tracking study indicated that less than 20% of the text content is actually read on an average web page.Įye tracking analysis allows you to determine whether your users are reading or scanning content. Content placement, such as CTA buttons, menus and images require awareness of how users view websites. This pattern suggests placing high-priority content in the upper left of the content area to maximize efficiency. Research has found that people generally scan a page in an F-shape pattern. The thin connecting lines are the saccades. Image Credits: Įye tracking highlights what the users see and what they ignore.īy understanding how your users navigate and where they look most often, you can collect insights feed into designing the information architecture and page layout of your website to distribute your content according to business priorities. The image on the right is a gaze plot, blue dots are fixation points, where the larger ones indicate a longer gaze in that area. The image on the left shows a heat map, the red spots indicate a longer fixation in that area. They are connected by a thin line representing the visual pathway, or the saccade.
#EYE TRACKING STUDIES SERIES#
There are 3 main ways of visualizing eye tracking results: Because saccades occur so quickly, only the fixation points are considered in eye tracking studies. The rapid movements in between fixation points are called saccades. When the user’s gaze stops moving, it’s called a fixation. Infrared light is used to reflect off the retina and allow the eye tracker to identify the position of the pupils.Įye tracking devices build a dataset by recording movements many times a second to determine behavior. Modern eye tracking generally involves a camera that measures the relative position of the head and calculates the average gaze direction of the eyes. Where do we look? How long are we looking for? Where do we shift our focus to? What do we ignore? It’s useful in assessing usability and effectiveness of a website. How do your customers look at your website?īy understanding your users’ online behaviors and viewing patterns you can design websites that are both usable for your customers as well as help you meet your business objectives.Įye tracking is the measurement of eye activity.
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