translates as eye tracking and is a technological solution that is based on the eye movement of people in order to extract information.
What is eyetracking?
Eyetracking is a technique that is included in neuromarketing based on following the eye movement patterns of consumers who are in front of a screen and recording their behavior. It allows to know how the user interacts on a platform and under some stimuli.
All this is done through the Eye Trackers, it is a kind of monitors that use infrared rays to observe the visual behavior of a user: where he looks, what is the movement of the eyes, the number of blinks, the dilation of the pupil, etc. In short, it allows you to know precisely where you are looking.
What is the use of this information?
With Eye Tracking you can register, among other things:
- What a person is looking at.
- What catches the attention of a user in a certain digital environment.
- What visual route does it make to go from one point to another.
- How much time you spend observing each element of a digital environment.
- If certain visual stimuli are fulfilling their effect.
- What visual elements are being ignored by the user.
- Which elements generate confusion in the user.
- Related information, such as a user’s intentionality or mood.
Once all this data is obtained, through monitoring, it must be converted to offer valuable information. It can serve as a way to optimize an app, a website, an e-commerce or a social network from the analysis of those records. In this way it can help us to:
- Where we should place relevant content within a platform
- Know if it is easy or not for a user to browse the web. If you easily find the information, the buttons, and so on.
- Perfect a user’s experience with the digital environment. It can be improved from usability, direct the user to the contents, increase conversion, etc …