Example research
What questions can eye tracking answer?
Assure that your key message is seen by the segment it is intended for. Evaluate the match between visual interfaces and business objectives and create a basis for redesign decisions. Identify what areas or elements receive most visual attention and answer questions such as:
- Are people looking where you want them to look?
- How is attention and action divided between different elements at a site?
Click for example. - What important content or call-to-action does not receive appropriate attention?
- What do people waste too much attention upon?
- Does a page contain deadwood elements that divert the online customer’s attention in buying processes?
- Does attention differ between small and large images online?
- How do people move across a web page over time?
Click for example. - Do different demographical groups look at a site differently?
Click for example. - How is attention and action divided between different elements in an email campaign? Click for example.
- Do e-shoppers and non-e-shoppers perceive an email campaign differently?
Click for example. - To what extent do people read text in email campaigns?
- In what order do people scan search results and sponsored links?
Combine eye tracking with other research methods
Use eye tracking successfully in combination with think aloud, observations, interviews and other research methods. Incorporating other research methods expands the scope of insight and conclusions able to be drawn.