March 14th, 2008
What They See Is What You Get - Eye Tracking, Statistical Analysis And Site Success
What Is Eye Tracking?
How a subject views a book page, a store display, an advertisement or other visual stimuli is measured using sophisticated tools that track eye scan, also called eye movement. These tools measure which design elements capture visitors’ attention and which don’t.
Eye tracking is used in virtually every kind of marketing – TV ads, billboards, product packaging and web sites – to determine what works and what doesn’t with consumers.
What Does a Visitor See on Your Site?
The layout of a site page is scanned differently by each visitor based on individual perception, interest, need, age, education level, computer monitor, browser settings and other variables that can be tracked in empirical, eye tracking studies.