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If you’re interested in truly understanding how visitors interact with your site then I recommend using Eye Tracking. The results from Eye Tracking can really help you improve the usability of your website and can help answer numerous questions:
- How visitors use your site?
- How easy is your site to use?
- What features/advertising are visitors glancing right over?
- How effective are your landing pages?
- How will users react to a new design?
- Are users reading your messaging on your site and on search engine results pages?
After data is collected with Eye Tracking you can generate a heat map (similar to the one above) which shows the areas on a web page where visitors’ eyes spent the most time gazing. If you’re interested in using Eye Tracking on your website, search marketing Firm, Enquiro, has become a leader in providing usability testing through their Eye Tracking Panels.
Below is a video of an actual eye tracking session being done on the home page of Enquiro.com. In the video you can totally see where users are scanning and what parts of the website they find interesting. Go to Enquiro’s Eye Tracking page to find out more information.
