translates as eye tracking and is a technological solution based on the eye movement of people in order to extract information.
What is eyetracking?
Eyetracking is a technique that falls within the field of neuromarketing. It is based on tracking eye movement patterns of those consumers who are in front of a screen. Their goal is to record behaviors. Lets you know how you interact the user on a platform under certain stimuli.
All this is done through the Eye Trackers. These devices are 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 … In short, it allows you to know precisely where the user is looking.
What is the use of this information?
With Eye Tracking you can record, among other things, aspects such as:
- 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.
- What is the degree of effectiveness of certain visual stimuli.
- 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 has been obtained, through monitoring, it is necessary to process it to offer valuable information. This type of content can be useful when optimizing an app, a website, an e-commerce or a social network based on the analysis of these records. In this way it allows:
- Determine where relevant content should be placed within a platform.
- Knowing the degree of usability of a website, as it helps determine whether or not browsing the web is easy for users (if they easily find the information, buttons …).
- Perfect a user’s experience with the digital environment. It can be improved from usability, direct the user to the contents, increase conversion …