Eye Tracking on the web Tommy Strandvall

Tobii Technology

What do we actually see?

The 1-2º large area of foveal vision is about the size of a thumbnail on an arm lengths distance

The fovea is less than 1% of the retina but takes up over 50% of the visual cortex in the brain.

Peripheral vision is mainly good at picking up movements and contrasts

Fixation

The area of foveal vision

Saccade

Why eye-tracking?

Clear additional insights into behavior Measurable behavior: data (numbers), images, videos Objective data on behavior Very visual results for better understanding Persuasive results

When is eye-tracking valuable?

When combined with other methods When the main goal is to improve the design of an interface If you have clear questions you want to find an answer to When comparing different design alternatives In both qualitative and quantitative research When adapting an interface based on typical behavior

How eye tracking is used

As a complement in qualitative research to help describing behavior and supporting the findings

To show live to others what the user is experiencing As a complement or standalone method in quantitative

research to describe the typical user behavior In experimental research as the dependent variable

Different user groups of eye tracking

Eye tracking is the sprinkle on the icing Eye tracking is the icing Eye tracking is the cake

What can eye tracking tell you?

…WHY?

WHAT?

HOW?

If people don’t see it they won’t click on it…or do anything at all

VISUALIZING EYE MOVEMENTS

Scan path or gaze plot

Heat maps

Count

Duration

Gaze opacity

Where do we focus on the web?

Fixation count0,5 sec

Fixation count1 sec

Fixation count1,5 sec

Measure visibility and impact of banners

Time from fixation to click

2,8 sec2,8 sec28 sec28 sec TTF = Time to fixationTTC = Time to click

Visits and re-visits

Heatmap: Absolute duration

% seen

Time to first fixation

Final version