What is Eyetracking?
Eyetracking is a technique for assessing usability and optimizing the conversion rate for a website. It focuses on recording where test subjects visually fixate on a given webpage. With the aid of specialized cameras, the movement and fixation points of the eyes are captured and analyzed in the form of attention heatmaps and gaze plots that reveal which web page elements are noticed or depend on drawing attention. Information obtained through eye tracking can inform evidence-based design changes.
An example of eye-tracking includes using a Tobii device to analyze lossy landing page designs to see whether call-to-action buttons are being scrutinized or analyzing advertising jingles to determine which images are most eye-catching.
Related terms: Heatmaps, Usability Testing, Conversion Rate Optimization (CRO), Gaze Mapping.