Eye tracking: Gaze data provides valuable information
Eye tracking measures where a person is looking on the computer screen. Eye movements consist of fixations and saccades. Fixations are the phases in which the human eye rests on one point. During the fixations, most of the visual information is recorded. This makes them particularly important for eye tracking analysis. Saccades are the movements of the eye between the individual fixations in which the eye is aligned to a new point. Fixations are visualized as circles, whereby the diameter of the circle describes the length of a fixation. Saccades are represented as connecting lines between the fixations:
With the aid of eye tracking anlysis you can identify what customers perceive on the screen and how they interact with the content. Amongst other things, you will find out in what order which contents are being viewed and how intensively. This information allows you to optimize your designs towards specific targets. Based on your collected eye tracking data, you can channel the attention of viewers, communicate information more efficiently and improve the usability of your product. Therefore, turning visitors into customers and new customers into
Examine various contents on the screen:
- Pictures such as advertisements, billboards or mockups
- PDFs such as brochures or product information
- Videos such as advertising videos or video trainings from the e-learning area
- Web content such as company homepages or cloud software
- Native apps on Android and iOS
