Eye tracking is a usability test which uses software to track eye movements across a page. The purpose of this test is to assess how your users interact with the site.
The benefits of using eye tracking are that it enables you to see the site through your users’ eyes.
Eye tracking enables you to identify any usability problems with your site and ways to improve the user experience for your intranet audience.
The process involves testers being asked to sit in front of a computer. The computer has a camera and software that tracks eye movements as they look around a page. This allows you to see where users look, what the look at and what they ignore. Heat maps can then be created which highlight the areas of a page that are looked at the most.
Some of the things this can help you discover are:
- What do users look at first on a page?
- What content do users read and what do they ignore?
- How long do users spend looking at specific features?
- What are the common site navigation patterns?
- Is there anything that distracts them from completing key tasks?
This information can help you to decide what the most effective design and layout is for your site. Understanding your audience needs will allow you to choose the optimal navigation structure.
Eye tracking is a very effective method of usability testing. By viewing the site through your users’ eyes you can make decisions about the navigation, structure and content of your site.