Reasons Eye Tracking Is Crucial In The Digital World
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Reasons Eye Tracking Is Crucial In The Digital World

Eye tracking is a process that records the eye movements of a person while they are viewing a digital screen. It has become an important tool for marketers and website owners because it can help them understand how people interact with their website or advertisement, showing exactly where people are looking on a screen and for how long. This information can be used to improve website design, user experience, digital marketing, and more! 

But if you’ve never used eye tracking tools before, you might be wondering why it’s so valuable. Gaze Point is here with four reasons why eye tracking is crucial in this digital world. Contact us to get started or shop our eye tracking bundles!

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Insight on Customer Preferences

While surveys and customer interviews are great ways to learn about customer preferences, they only provide insight into what people are consciously aware of or willing to share. Eye tracking, on the other hand, can show you what people are subconsciously or truly interested in and how they react to different elements on a page. This gives you much deeper insights into the subconscious reasoning of customers that can’t be learned or questioned in a typical survey.

What are people drawn to when their first visit your website? What do they miss entirely? What do they spend the most time looking at? How does this change when you make a change to your design or content? When you are able to obtain this kind of customer preference information using eye tracking software, you can improve the overall design and user experience of your website. 

three business people looking at a laptop

Indicator of Human Behavior

Eye tracking can also be used to study human behavior. Human behavior — the manner in which humans act and interact with each other and the environment — is often difficult to predict. That’s because it’s influenced by factors that are outside of our control, like emotions. However, eye tracking can give us a glimpse into the behavior of people by allowing us to see what they’re looking at and for how long. 

For example, let’s say you’re running a digital marketing campaign. You can use eye tracking to see if people are actually looking at your ad, for how long, and what design or text elements of that ad attract the most attention. If potential customers are not looking at it for very long, you might want to make some changes to the design or the messaging to better draw their attention. 

Beyond that, you can see if visitors are spending a lot of time looking at a certain area of your website. If that’s the case, you might want to add more content or links to that area. 

By understanding how potential customers look at things, you can learn a lot about what they’re thinking and feeling. This information about human behavior can be used to improve everything from user interfaces to digital marketing campaigns.

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Why Customers Visit Your Site and Why They Are Leaving

Do you have a clear idea of what customers are searching for when they visit your site? How about what, ultimately, makes them leave your site? When you use eye tracking tools, you can see exactly what people are looking at while on your site. This information can be used to improve the overall design, layout, and user experience of your website. 

For example, if you see that potential customers are leaving your site after looking at a certain page, you might want to make some changes to that page. It might be that the content is confusing or there’s something about the design that’s not appealing. You can also use eye tracking to see what people are searching for on your site. If you’re not providing the information or products that they’re looking for, you might want to make some changes so that you can better meet their needs. 

By understanding why people are leaving your site, you can make changes to improve the overall experience and keep potential customers on your site for longer.

a smiling woman looking at a computer

What Stops Visitors From Becoming Customers

The overall goal of visitors on your website is to get them to convert, whether that’s buying a product, scheduling an appointment, or submitting an inquiry for more information. There are many factors that can influence whether or not a potential customer converts on your website. However, eye tracking can help you to better understand what might be causing visitors to leave without converting. 

For example, if you see that people are spending a lot of time looking at the pricing page but not clicking through to the checkout page, you can try to add incentives or clarity to the pricing page to encourage those sales. 

With behavior indications and exact results on what your customers like and don’t like, even subconsciously, you will figure out what makes visitors not become the customers you wanted.

Learn More About Our Eye Tracking Technology!

Eye tracking is a crucial tool in the digital world. It provides insights into what people are subconsciously interested in and how they react to different elements on a page. Additionally, it can help you understand human behavior and make changes to improve the overall design, layout, and user experience of your website. 

If you want to learn more about eye tracking technology and how it can be used to improve your business, contact us today. Our team at Gaze Point would be happy to answer any questions you have about our eye tracking technology, using eye tracking data, and more! 

As the first high-performance eye tracking software available at a consumer-grade price, GP3 provides an amplified level of accurate data for medical use.
Gazepoint’s innovations in eye-tracking allow developers to enhance behavioral research applications and usability studies applications.
Eliminating the guesswork behind the interactions between consumer and computer, our Analysis UX Edition allows users to track human behavior through measures such as eye movement tracking, click and scrolling behavior and more.