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21
FEB
2019

5 Reasons Why You Need Eye Tracking For Your Website

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Have you ever wondered how visitors view and use your website? Eye Tracking allows us to literally see through a user’s eyes. It serves as a valuable tool in understanding how visitors browse websites. By understanding your users’ online behaviors and viewing patterns you can design your websites to be both enhance the user experience as well as help you meet your business objectives.

What is online webcam-based eye tracking?

Eye tracking is the process of scrutinizing a person’s optical focus in a bid to measure eye movement, focus time and point of focus. Eye tracking can help an individual track the gaze of the eye as it wanders on various surfaces or objects.

A good example is imagining a person sitting across from you in a room. By looking at their eyes, you are able to tell what they were looking at, for how long and where they were searching for it. In the same way, trackers analyze one’s visual gazes from a predetermined surface such as a monitor or display screen.

You can use eye tracking to reveal the way visitors view your website. One of the most important devices in a neuromarketer’s toolbox, an eye tracker is a cost-efficient way to check how users perceive your website. What do they focus on, when do their pupils dilate and what reading pattern do they browse your webpages?

How does online eye tracking work?

Traditional eye tracking was expensive and time-consuming. Those doing the research had to get volunteers or employees to a testing environment where they can wear an eye tracker. In most cases, a video-based eye tracking device would be used as the camera focuses on one or both eyes while the user views the website under scrutiny.

Fortunately, things are much better now with the latest technological advancements. You can get free or cost-effective tools that make this process seamless. Modern-day tools effectively conduct eye tracking research useful in determining website usability. The online tools can analyze data from mouse clicks, to how much time a user spends between clicks and other useful information that provide insight on how users interact with the website.

How online eye tracking can improve your user experience?

1. Understanding user behavior
Analyzing how users interact with your webpages may give one valuable insight on user behavior. Through eye tracking, you are able to see which elements on your website capture the attention of a user and then use this data to show more or less of these elements.

2. Enable you to optimize content for better engagement
With information on how users interact with your site, you can see what content your visitors are engaging with constantly. Placing the most important content information along visitors’ natural eye paths, whether in an F or Z pattern, will ensure a better user experience.

3. Reduce banner blindness
Banner blindness, essentially, means that your visitor is not seeing the banner ads on your site. With webcam-based eye tracking, you are able to mitigate losses in advertising revenue. Your advertisement will yield better results and click-through rates if you highlight the areas that visitors are keen on.

4. To know what your website visitors see first and last
You want to see what your visitors view first when they come to your site. Is it your logo, text copy, or specific site features? Knowing this kind of information gives you a better understanding on what to present first for more page views, longer user sessions, and better conversion rates. Also, by seeing what users see last, you can eliminate this distraction and replace it with an incentive to make them stay longer.

5. Usability
Learn how users are navigating through your website to see if it is interactive and user-friendly. It may reveal data on why users are having trouble with your site and how to improve user experience. Creating a good and successful website is more than just a visually appealing design. The most successful websites create user satisfaction through a curated process based on how consumers read and track the content on the website.

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About the Author
Hobbies: reading, hiking, football and traveling. Why I'm an expert: I have 6 years of experience in copywriting; I'm always learning new things; I started out my marketing career in the education sector, where I had the opportunity to learn about multiple fields; I started working in the tech industry last year and find it highly engaging