Why Use Eye Tracking?

• How we deliver Eye Tracking
• What results do we gather from Eye Tracking?

We use Eye Tracking as a tool to help us find out more about what your customers are genuinely doing on your site. The primary focus for site owners should be the user experience, as this will ultimately lead to the highest possible conversion levels.

With many of our Eye Tracking studies we play the Eye Tracking back to the user (it's known as Retrospective Think Aloud). This acts as a visual cue to the user, and they passionately talk about what they were thinking at the time. This allows us to conduct studies in a very natural way.

We use Eye Tracking technology as a tool to allow us to observe users carrying out natural tasks and measure engagement. Our methodology is unique because we use Eye Tracking to discover true usability findings without inferring what the user did.

By conducting Eye Tracking research we can confidently answer the following questions:-

• Are people looking where you want them to look?
• How is the attention and action divided between different elements of your site?
• What important call to actions do not receive appropriate attention?
• What do people waste too much attention on?
• Do any pages contain deadwood elements that divert the attention from a call to action or sale.
• How do people move across the pages over time?
• Do different demographic groups look at your site differently?
• How easy do users find the purchasing funnel?