If your customers don’t see it, it doesn’t exist!
Eye tracking data provides a direct way to measure and visualize your customers’ subconscious response to your web and product design. Eye movements are a measure of visual attention and cognitive processing. In fact, eye muscles are one of the fastest muscles in the body. They often react before we are consciously aware of what has occurred or before we can verbalize it out loud. With eye tracking, you now have access to a new level of insights from the deep unconscious. These are the types of insights that your customers cannot directly verbalize during focus groups or “think-aloud” usability tests.
Simply put, our eye tracking methodology allows you to see exactly where your customers are looking and most importantly, where they are not.
Our Eye Tracking service allows you to literally view your product or service directly through your customers’ eyes. Measuring customers’ eye movements as they look at your web pages provides insight into a deeper level of unconscious physiological processing that your customers cannot tell you about during a typical “think aloud” usability study. This allows you to better understand the strengths and weaknesses of your website design and whether it is presenting the best possible customer experience that is aligning with your business objectives and metrics.
If your customers aren’t seeing the page content or design elements, then they don’t exist to your customers, and they likely aren’t using the site the way you intended it to be used.
Eye tracking is a great complement to traditional usability research
We typically use eye tracking in combination with other think-aloud usability tests. When we combine these methods, they provide a more complete “big picture” understanding of your customer’s subconscious and conscious behavior – all of which gives you a competitive advantage in your industry.