Eye Tracking

Eye Tracking

The Website lies in the Eye of the Beholder

Only what is seen on a website can be noticed and used. Using eye tracking in usability tests, we follow users’ fixations on the test material and analyze these movements and distributions.

The heat map shows clusters of viewing coverage.

Eye Tracking - A Helpful Addition in User Experience Tests

The first seconds after arriving on a website make up the so-called orentation phase, relevant for either further exploration or leaving. Which content is explored and which content is left out is mostly decided within this short time frame. The distribution of fixations and movements shows us which elements in this phase are visually attended to and which ought to be placed elsewhere.

This is especially impotant for websites where relevance needs to be conveyed very quickly, such as landing pages. This is also essential for sites with many different features where the most important functions still ought to be quickly found and identified as relevant.

Eye tracking as an apparatus-based approach is a more reliable indicator than reports from subjects themselves and it cleary answers the question, "Was this feature noticed?"

Eye tracking is done without the subject even noticing.

Better Understanding of How the Website is Received

Since viewing behavior strongly depends on the user’s current use case, the distribution and development of views have to always be interpreted accordingly.

We use eye tracking with many usability/user experience tests in order to continually track the the subject’s fixations. This provides us with a great deal of behavioral observation information.

Reference projects

Contact us

Michael Wörmann

Michael Wörmann

Managing Partner

+49 89 740 420 5560