Retired at Retired
04 February 2006 10:33am
Eye tracking is fascinating. They sit users down as a computer screen and measure the bits of the web page that they look at, and how long they look at it. The company who specialise in this is at http://www.eyetools.com and the company has a new blog at http://blog.eyetools.net/ .
Before and after studies on web sites show the effect of different design styles. Every designer should get up to speed on this. A really good example is in the middle of other fascinating data in the teaser slides for the marketingsherpa benchmark study. http://www.marketingsherpa.com/tele/EMBG1_24.pdf Spin down to page 12 and see how a change in design dramatically increases the impact of the copy.
Does anyone on the list have any insights on web page design that they have learned from this technique or any first hand experience.
Web Practice Leader & Founder at effbis
08 February 2006 21:07pm
Based on my experience eye-tracking is mainly effective for very dense/complex interfaces such as typically "call center application intefaces".
You may use eye-tracking for
- B2B applications or
- to test a specific scenario with a determined user group (your prime audience) assuming you have already performed normative, demographic and technical testing and are looking forward to absolutely fine-tune your Web site.
However taking into accound the cost for it, I personnally doubt that you will get a pay back as the three above mentioned Web site meassurement/test normally allows to "fully" optimise a Web site. You may read also another piece that I published here: http://www.e-consultancy.com/forum/102389-traffic-conversion-rate.html that provides some more insights into abobe meassurement approaches.
Nicolas Bürki, Web Practice Leader & Founder at www.effinfo.com
Free market research on digital marketing
Daily Pulse: award winning newsletter
It takes 30 seconds to register