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Eye-tracking studies UX Suffolk

Eye-tracking Studies

Wouldn’t it be great if you could view your business through your customers’ eyes?

Do you know which aspects of your website attract the most attention? Are your calls to action clear enough? What’s getting in the way of your visitors clicking ‘buy’ or ‘contact us’? These are all questions that can be answered with eye-tracking studies from SimpleClick.

The eyes are not just windows to the soul. They can express so much about what a person is thinking, how they are feeling and what they are going to do next. Imagine what you could do with these kind of insights when it comes to your website, simply by tracking your visitors’ gaze.

Whether you’re about to embark on a new website build or are reviewing a current one, an eye-tracking study can give you the inside track on how to make the most of your efforts, and investment...

What is eye-tracking technology?

Eye-tracking technology pretty much does what it says on the tin. Using infra-red light, it ‘tracks’ the pupils of a web user - following their gaze as they browse a website or app. It also measures things like dwell time (how long a user lingers over a certain aspect of a website) and captures both conscious and subconscious interactions.

The ultra-portable nature of eye-tracking devices also means that we can track user behaviour on a laptop, pc, large screen projector, smartphone or tablet - pretty versatile eh?

Why is eye-tracking so cool?

The power of eye-tracking technology lies in the subconscious interactions it measures. While traditional usability studies, which make use of focus groups and one-to-one interviews, can provide invaluable feedback on user experience, eye-tracking doesn’t rely on self-reporting - so can uncover behaviours that the user isn’t even aware they are displaying.

Eye-tracking technology can tell us which elements of a website are pulling a user’s attention (including those aspects that are diverting attention away from vital conversion points!), which elements are ignored, and which ones encourage user interaction.

This is all information that we wouldn’t otherwise be able to obtain via traditional methods and, particularly when combined with other usability tests, provide very powerful results!

How do you get your eye-tracking results?

There are several ways your results can be supplied, from visual outputs such as heat maps and graphs, to video exports and statistics. The study can be observed via a live feed, enabling you to watch in real time as users interact with your site; perfect for when time is of the essence and you need to get that new site launched - fast!

To discuss how eye-tracking can help you transform the effectiveness of your website or app, call us on 0844 736 2747 or drop us a line here.