What is Eye Tracking?
Eye Tracking technology is a technique used to record and measure a person's eye movements. In this study, it observes and measures eye movements to see where users focus their attention, what they are engaged in and what they are ignoring.
So where is Eye Tracking used?
It is used in a variety of research, such as marketing research and usability testing studies, to help people understand which elements of a digital platform or ad are attracting people's attention. In this way, companies can improve their performance by designing more useful websites and more effective ads.
How to Do Eye Tracking Research?
This research can be done in several different ways.
- For products that are portable and housed on digital platforms;
For example: Mobile App, Smart wearable technologies, Websites, etc.- With screen-based eye-tracking devices positioned in a specific location with the help of a computer screen or tripod
- With screen-based eye-tracking devices positioned in a specific location with the help of a computer screen or tripod
- For digital platform products that are not more portable;
For example: ATM, Kiosk, etc.- Users are given eye-tracking goggles used for eye-tracking research
- Users are given eye-tracking goggles used for eye-tracking research
- For platform products used only on the computer;
For example: Websites, Mobile websites, b2b screens, etc.- Using eye tracker webcams.
- Using eye tracker webcams.
In short, the type of technology to be used in any study depends on what kind of research is carried out.
In What Situations Is Eye Tracking Important?
Eye Tracking can provide valuable information about visitor/customer preferences that surveys or other research methods cannot always reveal.
For example, while surveys and focus groups can be effective in highlighting what visitors are consciously focusing on and what is affecting them consciously, they will not perceive many things that occur under the conscious awareness of the subject.
When all this research is applied to UX and availability, this insight allows companies to create more useful websites and content that is more likely to provide conversions.
Eye Tracking Advantages and Disadvantages
It may not be available for all projects because there must be extra devices for Eye Tracking research. For this purpose, tools can be used where we can perform operations such as heat map and screen session recordings.
However, if you decide to review the behavior of your users and your goal is to increase conversion rates, improve your website or any digital platform, we stand by you with many different technologies that we can use.
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