Eye tracking

Eye-tracking is a highly expert procedure which applies advanced and specialist computer hardware to investigate the eyeball movement of a website user. It detects what elements people really pay attention to and which ones are of no interest to them whatsoever. As the eye tracker looks exactly like a standard computer screen, the testing conditions resemble typical everyday working environment of the website users. Since the eye-tracking allows us, among other things, to follow the perception path of various website elements, it may supplement the behavioural tests or be carried out independently of them.

Eye-tracking determines:

• the perception order of particular elements on the site
• areas of greatest interest to the users
• omitted and ignored areas
• distracting elements

Research results, in the form of the final report, include:

• heat maps – list of perception areas
• movement paths the user followed
• statistic data – percentage in the user structure

Eye-tracking is applicable when testing:

• websites
• advertising campaigns (Internet and magazines)
• newspaper ads
• computer applications

Planning

The eye tracking test may take from one to several weeks, including preparation and reporting. It is recommended for clients to plan such procedures in advance and to book in advance both, the date and the experts.

Confidentiality

The results remain strictly confidential and under no circumstances are rendered accessible to a third party or published.

Benefits

A complete report on all problems and difficulties the users have encountered constitutes the result of the research. It includes pictures and detailed description of all investigated cases, together with heat maps and fixation.

The price

The price depends on an individual project and usually amounts up to 15.000-22.000PLN.