Eye Tracking
What is Eye Tracking?
Eye tracking is an indispensable tool for measuring the usability of a site and understanding how users move within it.
Eye-tracking benefits:
Facilitates navigation: traffic + page views + involvement.
Increases conversions: effective communication + targeted advertising.
Creates information about the user experience: information flow + tailored interface.
Heat Map
The Heat Map allows you to detect which areas of the page are seen and which are not. The colored areas have actually been observed. The shade of color allows you to determine which areas among those seen have been looked at longer.
Why use a Heat Map?
To find out how to place topics, products, or services in a strategic manner.
AOI (Area of Interest)
AOI (Area of interest) allows you to define the areas you want to analyze on the page to determine the amount of attention received by each of them in comparison to the rest of the page. The percentages in the AOI analysis are based on the values of the Heat Map.
Why should you know your AOI?
To compare results between different versions of design or layout.
Gaze Plot
The Gaze Plot analysis shows the path followed by the eyes and the order of the elements seen around the page. The analysis shows, with numbers and different colors, the fixation time for images and text and generates a map of the path between fixations and fast-eye movements.
Do you want to measure these perceptions?
This analysis will help you understand the path followed by the eyes.
Mouse Track
The Mouse Track technique is a way to show the movement of the mouse and user activity on your site, specifically where they click more often. The analysis allows you evaluate the page and determine whether users are clicking on the call to action or choosing parts that are not even clickable but are of interest to them.
How do you create value clicks?
Exploit the correlation between eye and mouse movements.
Opacity Map
The opacity analysis shows what the user perceives during the first few seconds when the page is displayed. The transparency and the opacity results measure greater or lesser attention.
Do you want more conversions?
This map is very helpful in deciding what to cover. It helps capture attention in the right places.
Color blindness
Color blindness is quite common. Many visitors cannot distinguish different colors on the page. Using colors carefully, though, you can enhance text and icons to optimize the site for these visitors.
Why should you use such colors?
To further facilitate the navigation of visitors to your site.
