What Is Eye Tracking?
Eye tracking refers to methods used to measure in real-time where users are looking when interacting with an interface or a screen. An infrared camera is used to track the eye movements in a way that is not intrusive for the users. This non-intrusive procedure allows a natural interaction with the interface.
This can be used for usability testing on a Web or mobile interface of your choice. With the arrival of eye tracking glasses, we are now able to use the technology in more diverse environments such as in the aisles of retail stores (blog post in French).
Why Do Eye Tracking?
Eye tracking identify the areas that are most looked at on your website. It also tells you if the content you wish to put forward on a page is seen quickly: call-to-action buttons, navigation menus, ads, etc. As an example, see how eye tracking can be used on a product page from the Aldo Shoes website (blog post in French).
These objective measures of the eye gazing path allow us to identify and correct Web or mobile issues. By analyzing eye tracking data and qualitative feedback of users, our experts tell you how you can optimize the available space.
What Is the Process Surrounding Eye Tracking?
As for traditional usability testing, imarklab works in collaboration with you during the whole eye tracking process.
Once we have defined your goals and the user research process to reach them, we adapt our use of the technology. Whether you are interested in a static interface, a video, a mobile ad or a store shelf display, we can customize our research approach to your business context.