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These visual maps reveal where people look on a web page, helping marketers and designers see what grabs attention — and what gets overlooked.
These visualizations reveal the user’s visual journey, measure the impact of calls-to-action, and provide data that shapes smarter design decisions. Discover how this technology can transform your digital strategy by uncovering the “why” behind visual behavior.
Eye tracking captures and interprets eye movements to determine where participants are looking. Using eye trackers — often with infrared light and cameras — they record gaze points and eye positions, offering detailed insights into visual attention and engagement.
Online platforms: Cameras near the screen capture eye movements without physical contact, ideal for usability studies and web analytics. Tobii Sticky is a cutting-edge webcam eye tracking tool designed to revolutionize advertising, video content, and package testing.
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Wearables: Lightweight wearable eye trackers like, Tobii Pro Glasses 3, capture eye movements in real-world settings, perfect for dynamic, on-the-go studies. Use visual behavior data to refine experiences, improve products, and sharpen campaigns.
See what users see: Turn raw data into intuitive visuals that are easy to interpret and act on.
Refine the customer journey: Improve navigation and layout based on where users naturally focus, boosting engagement and conversions.
Gauge emotional response: Eye movements can signal interest or confusion, helping you fine-tune messaging and design to better connect with your audience.
Incorporate attention maps into your design process to align layouts with real visual behavior. These visualizations show which areas grab attention first and how participants move through content — guiding you to place key elements where they’ll have the most impact.
A/B testing: Compare different versions of a page to see how layout, color, and content affect viewers focus.
Prioritize content: Identify which headlines, visuals, or videos stand out, ensuring essential information is front and center.
Visitors focus 40–60% of their viewing time on the top-left area of web pages and 50–70% on the main content area, especially text and media.
Eye tracking plays a vital role in refining UX and UI during development. It delivers real-time insights into visitor interactions, highlights friction points, and informs design improvements that enhance usability and satisfaction.
It also helps evaluate how different user groups interact with your product, supporting more inclusive and accessible design.
Sticky by Tobii uses the participant’s webcam to track where they look on the screen during a participant test. This creates valuable data that shows you exactly what catches their attention, what they miss, and how they navigate your design. With just one session, you get deeper insights into visual behavior — without needing special hardware, extra setup, or added costs. It’s a fast, easy way to improve your product’s UX experience.
Eye tracking offers deep insights into consumer behavior and preferences. By analyzing where users focus on ads, websites, or packaging, marketers can fine-tune campaigns to better align with audience expectations and drive stronger results.
Our research consultants will manage your entire study and help you uncover valuable insights.
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In this sample report, you’ll see data and insights from a range of UX studies focusing on mobile app design, web design, prototype testing, and in-store navigation.
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P&G used webcam eye tracking in a study with Dentsu to reveal how people actually pay attention to mobile ads, reshaping how advertising performance is measured.
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Unilever used eye tracking to better understand how customers engage with product packaging in-store.
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