Eye tracking

What is eye tracking?

Eye tracking is a sensor technology that measures a person’s eye positions and eye movements to track what they are looking at in real time. In eye tracking, an eye movement camera is used to record and document where the test subject’s gaze is focused when they are using a computer, tablet, or mobile phone.

In addition to eye movement, pupil dilations and blinks can also be observed and measured. The technology converts eye movements in real time into important data that provides information about the position of the pupils and the direction and focal point of the eyes. This, in turn, can provide an increased understanding of how the interface of the page interacts with the user.

When several test subjects’ eye tracking is compared, you can discover patterns and draw conclusions about how most customers or users will react to your digital service. You simply gain insight into the user experience on your website, on what the user directs their visual attention to and what is ignored. This can help you design your website in a more effective way.

This is how eye tracking works

The equipment used for eye tracking produces data that shows how the user’s gaze sweeps across the screen and where the gaze focuses. Therefore, you can find out where the test participant’s gaze stops, but also which information on the screen is not noticed by the user. There are, among other things, webcams, eye tracking devices that are attached to computer screens, and special glasses that can be used for eye tracking.

What are the advantages and disadvantages of eye tracking?

There are many advantages to eye tracking because it is about improving the user-friendliness and customer-friendliness of your digital service. The study will show exactly what the test subjects are looking at. Therefore, you do not need to guess or assume anything. Eye tracking can, for example, provide:

• increased customer loyalty
• a larger sale
• a more customized customer or user experience.

Many choose to test eye tracking early in the development phase in order to quickly identify any problems and poor solutions with their design proposals and prototypes. You will therefore gain a good insight into what your users focus on and what affects them during the screen experience, but on the other hand, you will not get any deeper information about your users’ thoughts and feelings. Another disadvantage is that eye tracking requires special equipment. The method can therefore be both expensive and time-consuming. There is also a risk that your test subjects will behave differently when they know they are being recorded.

Why should you try eye tracking?

Eye tracking can, for example, be used in market research and user testing. The study can show how your customers order a product on your website or how your customers or users find specific information on your page. You can then use this to more effectively optimize the design and content of your website and improve user experience and customer satisfaction. Eye tracking can thus help you to:

• understand how the customer or user interacts with your digital service
• communicate more effectively by designing the page so that all information is in the right places
• design more efficient offers
• improve the customer’s or user’s overall experience of the page.

How do you find test participants for an eye tracking study?

In order for the results of the survey to be useful and relevant, it is important to identify the right target audience. Once you have established the criteria for the target audience, we at FeedbackFrog can help you recruit test participants. The recruitment process of contacting and booking participants for various surveys is very time-consuming. Let us take care of that part so that you can focus on conducting the survey instead. We will find all the participants you need and also take care of all the administration related to the participants.