Eye tracking studies can focus you on the wrong things

When businesses use eye tracking data to help them design their website they could be missing vital information about their web visitors Eye tracking studies are undoubtedly useful. Let’s get that fact out of the way first. These specialist studies show exactly where people look on web pages and as a result web designers can ensure that specific elements are positioned for maximum visibility. But are these studies as valuable as they might seem? In this article I shall explain why eye tracking studies have limitations which companies should consider when they are building their websites. What you’ll discover in this article is: How eye tracking works What eye tracking tells you What eye tracking does not tell you The major flaw with eye tracking Filling in the gaps of eye tracking The place of eye tracking in marketing How eye tracking works Eye tracking can be performed in various ways, but generally small cameras track the movement of the pupils as people access a web page. Stud


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