Google Eye Tracking

What is Eye Tracking?

The eye tracking or eye tracking is the measurement of eye movement.

This technology is applied to studies in ergonomics and marketing.

EOCAMPUS at the convention of Paris, we had the opportunity to interact extensively with leaders of Miratech , pioneer of eye tracking that Google organizes meetings of individual tests on a sample of users (qualitative tests) to determine where raises their gaze on the interface being tested.

Tith eye tracking, they measure the areas that are seen, read, used or ignored.

Eye tracking on Google

The benefits of eye tracking

The eye tracking does not lie: the eye movements are unconscious and accurately reflect the cognitive processes involved in a real context of use.

The unique methods and analysis of eye tracking measurements provide information with relevance on the usability of interfaces, behaviors, errors, and user expectations.

An accurate analysis

The data obtained during testing are presented in visual form:

The eye tracking displays a heat map of the locations seen by Internet users, map the exact path traversed by the look of a surfer and the film traces the movement of the eyes of a surfer and cursor movements.

For a detailed analysis of consumer behavior, the Eye tracking can view data "area of interest" means the number of looks, time to look, reading direction, order of discovery, ...

With these results, specific recommendations for improving the interface can be made.

For example: how to improve the ergonomics of the pages? How to effectively organize the site? How to guide the user? Where to place the essential message? What is the impact of images?

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About the author

Information and lavished councils yout find in this website are proposed by Jean d' Alessandro, SEO expert and director of the web agency Web Solution Way

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