Eye Tracking

What if you could see your website or screen interface exactly as the user sees it? This is the key benefit of eye tracking technology.

Eye tracking uses infra red technology that analyses what content the user is looking at by reflecting light off the user’s retina. No special goggles or other devices are required. The camera does all the work.

Eye tracking technology therefore shows you where users look on any particular page or screen, and whether they looked at something for long enough to have been able to see it.

Eye tracking is an add-on to standard usability testing, i.e. before recording what the users are looking at, it is important to set clear tasks, and survey the users afterwards, just as in a standard usability test.

How it Works

We use remote eye-tracking technology to analyse the users’ eye movements and gaze patterns.

As mentioned, no clunky headgear is worn by the users and the technology is not obtrusive in any way. The infra-red cameras are positioned next to the interface, where they record the eye movements. We simply need to calibrate the software, which typically takes less than a minute.

Once calibrated, we can track where the user is looking on the screen at any point in time, and match this against the content that was being displayed on the screen at that time.

The technology we use can produce heat maps, focus maps and scan paths.