What is Eye-Tracking?
Eye-tracking records the user’s eye movements during interaction with a website or while surfing. Eye-tracking can record and utilize the behavior of the user’s eyes. This data provides important insights into the user’s “fixations” (points that are closely observed), e.g. to improve user experience and conversion.
Eye-tracking in E-commerce
Eye-Tracking is used as a scientific method in perception- and advertising-psychology for usability tests and product design.
In the field of software ergonomics, the use of eye-tracking analyses is very common. The perception of test subjects is analyzed in usability tests while executing tasks with software or on a website. Problems during information search or interaction can thus be identified and optimized.
Eye-Tracking Advantages
Optimal design
The design of advertisements can be optimized with the help of eye-tracking. Factors such as in what order and for how long elements are viewed provide information on the performance of the ad.
Variety
Eye tracking can be used in many ways. Whether advertisement, posters or an advertising spot. The method can also be used in a wide variety of industries.
Results
Comprehensive analysis results provide data on factors such as how long a potential customer is engaged with advertising, which elements are viewed, what is overlooked or in which order elements are fixated.