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Eye tracking

Through the eyes of customers

Eye tracking (or eyetracking) is a technology-based user testing technique that pinpoints exactly where users look and for how long.

We deliver eye tracking on certain design projects as it can be a great way to test a design to check it's optimised for your customer and business requirements.

Deliverables from eye tracking

Eye tracking studies often take place at the same time as regular user testing. Along with any reporting you receive from this, you'll also receive specific eye tracking analysis to include:

  • Recommendations on the very best way to design, lay out and position key page items and help chose the most effective design from a selection of concepts
  • Results showing how quickly and for how long your customers noticed features, key content, adverts, and branding
  • Heatmaps showing an amalgamation of where participants looked and for how long. The 'hotter' the area the more it was noticed and looked at by users

Eye tracking essentially allows you to see your website through the eyes of your users. We were one of the first agencies in the UK to get a Tobii eye tracker and have run countless eye tracking projects since.

Success stories

Our work consistently helps our clients meet and exceed their targets. Some of our success stories include:

  • 36% increase in made-to-order online revenues for Laura Ashley
  • 50% reduction in mobile homepage drop-offs for Macmillan Cancer Support
  • 44% conversion improvement and a 168% uplift in leads for Propertywide
  • 80% increase in hotel 'look-to-book' conversions for Thomson

Our methodology

  1. First, we work with you to define the objectives for the eye tracking, a set of criteria against which to test along with profiling the participants we'll recruit.
  2. We then run the eye tracking study in our purpose-built labs. Using state-of-the-art software we're able to capture what users do on-screen and you can also watch the eye tracking live.
  3. We use advanced eye tracking technology, meaning that it's totally non-obtrusive for participants. It takes just five seconds for the infra red cameras (hidden in the computer monitor) to pick up participants' gazes.
  4. We analyse the eye tracking data and prepare a report summarising the key findings and recommendations.

The big picture

Eye tracking is a great technology for testing in the final stages of user experience design. It helps us finalise page designs in line with customer requirements for the best possible customer experience.

Contact us

Get in touch with us on 020 7423 6320 or e-mail to discuss your eye tracking needs and requirements.

Case studies

Our success stories

  • UCAS

    UCAS's Track portal is award-winning, achieving a 95%+ satisfaction rating across its 750,000 users

  • Hotels.com

    Hotels.com gained a much stronger competitive advantage due to a great mobile & tablet strategy

  • Pearson Education

    Pearson Education has embedded user-centred design into all their digital design processes

More case studies

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About us

We're a user experience agency (UX agency) that creates people-centred, efficient and delightful digital experiences.

Get in touch on 020 7423 6320

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