Eye Tracking
Eye tracking for user experience

Eye Tracking

People who design, produce or oversee websites need to know how their sites are seen by visitors: what do they look at first, or look at the longest? Do they ever see the links at the bottom of the page?

With special equipment, users’ eye movements can be tracked and mapped onto a webpage to show what the user gazed at, and any areas that the user’s eyes lingered on. Scientific studies have shown that eye movement is linked with attention, which means that measuring eye movement is an objective method to quantify user behavior. This type of testing is called eye tracking. Our approach to eye tracking combines usability testing with eye-tracking technology, resulting in a more comprehensive look into how your users evaluate your website while analyzing the overall customer experience.

How Do We Conduct Eye Tracking Usability Testing?

Usability Sciences conducts eye-tracking tests in its custom-built, state-of-the-art lab or at a facility of your choice.

  1. We start by working with you to understand your research objectives, identify your target audience and determine which assets will be evaluated by participants (e.g., screenshots, prototype, live website, etc.).
  2. Your assigned research team will then develop a test plan, which includes the task scenarios and moderator questions that will be used to ensure all necessary feedback is gathered during the test sessions.
  3. In parallel, Usability Sciences’ in-house recruiting team will screen and schedule participants who meet your target audience.
  4. One-on-one test sessions (either 60 or 90 minutes long) are conducted over two to three days. During the test sessions, participants perform defined tasks and are asked questions about what they think about the website.
  5. After testing is complete, the results are analyzed and compiled into a report, which contains actionable recommendations for fixing the observed issues with the website, along with supporting heat maps that provide a view into the visual behavior exhibited by participants.

The Results

Our approach of combining usability testing with eye tracking provides unique insights. Not only will you see people using your website in realistic situations and hear them describe their customer experience in their own words, but you will also learn where they looked on a page, and for how long. This gives you a richer representation of the user experience.

Eye-tracking testing will also help you answer the following questions:

  • What is the first thing users look at on a page?
  • What do users look at the longest on a page?
  • Which parts of a page are overlooked?
  • What elements are distracting users from completing a task?
  • What aspects of the website can be improved?

Contact us today to find out your users’ viewpoint of your website.


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“From beginning to end, everyone I interacted with from Usability Sciences was professional and thorough. I was impressed with the testing technology, the methodology and especially the team that led the project. This is one of the most impactful pieces of research I have ever delivered to my team. Thank you!”

Senior Director
Digital Media Television Networks

“USC managed tight timelines and a client team that was tough to wrangle, But more importantly, the quality of the work was exemplary. It's work I would hold up as "the way we should do things" and share as a case study across the organization.”

Group Product Director
Digital Marketing, Pharmaceutical Company