What Can Eye Trackers Measure?
You might be considering using eye trackers to support research you are working on or simply want to have more factual information to improve on your designs or user interface. Eye-tracking software can be used for different research and development projects and every single one has its own approach.
Some important things that you should consider before investing in an eye tracker is the benefits it’ll yield to your research and if the equipment and software can measure the elements you are looking for.
Here are some examples of what eye trackers can measure:
Where the user has looked
Eye-tracking can determine where the user or your participant has looked during the study. This can translate into the areas of interest, which images were pulling attention, which menu items were being focused or what area of the menu was more captivating, your call-to-action items being interesting enough to help with conversion, or if there were any elements on your design that distracted the user enough to lose interest in something that was supposed to be a focal point.
The time spent on certain elements
This can also be called fixation, and it’s the measurement of the amount of time a user was focused on an element of the study. This metric can help with relevant information that catches the eyes, defining if the user is interested in something in particular, or it can help you define if there’s any aspect of your study that it’s tough to go through or hard to read.
Gaze patterns can be measured by eye trackers to determine how the user is looking at the study, how they read certain areas, elements that are revisited, and more!