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Website Usability
Understanding the user’s visual attention.
Scan path of a user on a website homepage
Eye tracking studies complement traditional usability testing and provide valuable insights into how users take in online content. It lets you see where users look, what grabs their attention – and importantly, what they fail to see.
As a website usability research tool, it’s a cost-effective way for clients to ensure their design works. Eye tracking research uncovers what users look at first, whether calls to action get noticed and what content users actually read. Eye tracking scrutiny also reveals what page elements are confusing or distracting so that clients can make informed and objective decisions about new website designs and content.
Click here to see eye tracking samples for websites
Research Formats
3-d graphs of aggregated visual attention
Eyetracking studies capture quantitative data of where people look, how their eyes move over a page, and how long they linger on the various spots.
Qualitative data can also be captured by asking questions before or after each task.
Testing sample sizes vary depending on the complexity of the study, but typical usability studies start with a minimum of 8 participants. Subjects are set a series of real-life tasks to accomplish with the study website or form. Our eye tracking equipment records the path of users’ eyes and what they fixate on.
Integrating eye tracking with other research teams to supplement traditional usability testing provides an enhanced level of understanding about a website’s visual elements – enabling more informed and unbiased decisions about designs and content.
Research Outputs
After analysing the test data, we produce a detailed report, illustrated with session images – showing the path that individual users took when viewing the page – together with visualisations which highlight the areas in which the users collectively paid most attention.
Contact us today to discuss how to incorporate eye tracking into your website usability testing.