Technology Eye Tracking, or What will not give you web analytics services

Where to locate the most important content for the user? What should the banner look like to attract the attention of visitors? Neither Google Analytics nor Yandex.Metrica will be able to give an exact answer to these questions. Both services allow you to track users' behavior on the page (mouse cursor movements and many other indicators), but this is not enough to determine what they are “hooked” on this page, what they kept their eyes on, and what made them leave. As a result of this ignorance, web developers are forced to find out by their “scientific method” what their mistake is: either the banner is useless, or the location is unsuccessful. So how to solve this unpleasant problem? Via eye tracking.

What is eye tracking?

Eye tracking (also known as eytreking or oculography) - as applied to Internet marketing, is a technology that tracks and records the movement of a user's view of a website. In Russia, very few people know about it, and only a few of them use it. Its essence is as follows: a special device (the so-called "Aytreker") recognizes the pupil of a person, determines the place where the eye is directed, and registers all his movements. The obtained data is processed and stored in the device for analysis and analysis.

This technology will allow you to determine:

  • How convenient and understandable is the navigation system of your site.
  • How effective is your banner ad
  • Which elements of the site attract the most attention, and which - remain invisible
  • Procedure from the beginning of the session to the purchase
  • Emotional reaction of the visitor to a particular element of the site (based on measuring the diameter of the pupil)

How is testing done?

Agencies that provide this service are already functioning in Moscow and some other large Russian cities (google eye tracking and immediately see several leading companies). The cost of a tracking survey will depend on several indicators:

  • Type of study: testing the site page, performing tasks on the site, comparing design layouts, researching the interface, video, or all taken together;
  • Place of study: remotely or with departure to the territory of the customer;
  • The number of subjects;
  • The need for expert evaluation of the results of research by company specialists.

Eventually The cost of light tracking testing can vary from 2 to 50 thousand rubles.. For the convenience of users, almost all websites of companies offering this service have a calculator with which you can independently calculate the final cost. If interested, you can compare the prices of two Russian companies that provide services for I-Tracking: "Monitoring" and "TriLan".

If you plan to use eye tracking on a regular basis, you may want to save money and buy your own equipment. Then you need to know the following information.

For testing, you will need the eytreker itself and the appropriate software. The scheme of operation of the device is quite simple:

After you have installed all the necessary equipment, you can proceed to the testing itself. According to Tobii specialists (the most famous seller of eytrekkers around the world), the number of subjects can vary from 5 to 15 people. When passing the test, the subject should not be distracted by anything. It is forbidden to ask questions and perform any extraneous actions.

The testing process is carried out in three stages:

  1. Calibration equipment.
  2. The subject is invited to perform a particular task. For example, compare several products presented on the site, and choose the one that he likes best.
  3. After that, already in a relaxed atmosphere, it is necessary to ask the subject to explain the reason for his choice and to conduct a “debriefing” with him.

For a more complete presentation, we invite you to watch one of Tobii's numerous videos, which perfectly demonstrates the entire testing process from beginning to end with an example of analyzing a commercial website.

Amazing results of eytracking research

Well, now let's move on to the most interesting. Since the Aytracking technology has been used by our foreign colleagues for a long time, today a lot of useful information has been accumulated on how to improve the usability of the site with the help of it. Here are the main discoveries that may surprise you:

1. The gaze moves along a trajectory resembling the letter F

A study conducted in 2006 by a renowned interface specialist Jacob Nielsen found one interesting fact: if a user surfs the Internet without any specific purpose, his gaze slides across the monitor along a specific trajectory that strongly resembles the English letter F.

  1. First, the gaze moves from left to right,
  2. Then comes back and slides down,
  3. After that, again heading to the right side,
  4. And, finally, goes down to the bottom of the page.

Here is how the eytreker sees it on the "heat map of the site":

Tip: Knowing that the majority of visitors will view your site, moving along this trajectory, make sure that the most important information and calls to action are located in this particular area.

See how skillfully the creators of the Basecamp website used this information:

2. The principle of the letter F does not always work.

Nielsen’s research also found that when a user comes to a site with a specific goal, the trajectory of his view changes. The speed of movement on the page increases significantly, as he clearly knows what he wants to find here. In this regard, the trajectory of sight can take on a variety of forms.

Tip: Make a list of specific goals with which visitors can come to your site, and try to ensure that their implementation does not cause them to work. Visually emphasize those elements of the page that are really important to you. Try to "ease" the page by removing all unnecessary.

3. In most cases, people ignore ads.

In 2007, Jacob Nielsen introduces the term “banner blindness,” which refers to the phenomenon of people ignoring advertising. In his study, Niels writes: "We have proven that banner blindness really exists. Users rarely look at site elements that resemble advertising, even if they are not."

The same conclusion was reached by the specialists from User Centric, who studied the trajectory of the movement of sight through the pages of search in Google and Bing search engines. The results of their research showed that more than 70% of users completely ignore the contextual advertising located in the right side of the screen.

4. Static advertising is more effective than animated.

A little more positive attitude towards advertising by researchers from the company Miratech. During the numerous eye-tracking tests, they found that users spend 6.58% of their time watching advertising on the Internet, which, in their opinion, is a very good indicator. Among other discoveries of this company were other interesting facts:

  • Static advertising attracts users more than animated.

In this video, live proof:

  • The effectiveness of advertising depends on its location on the page. The higher it is, the more often it is viewed. Left or right - it does not matter

Tip: If you use advertising, pay attention to its location on the page, constantly monitor metrics and measure its ROI. Only in this case it can be effective.

5. Some elements of the page issue attract more attention than others.

According to the SEOmoz study, the results of which were published in 2011, the following elements attract the most attention of users on the Google page:

  • Top results of issue
  • Local Search Results
  • First thumbnail - reduced frame from video
  • Pictures of goods and products
  • Extended site links (additional links to different sections of the site)

6. Men look at the chest, women look at the ring.

When working on improving site usability, one should not forget about the gender differences between men and women. The following two pictures will help you draw the appropriate conclusions:

7. Some things cannot be ignored.

Probably, you already know that people almost always look at the face, chest and genital area. This is a well-known fact that advertisers often use. But what we want to tell you about further will surely come as a surprise to you.

Believe it or not, no man in the world (even the most courageous and brutal) can resist looking at the dignity of the naked David. How to use it when improving the usability of the site, you decide. But the fact remains that some things are simply impossible to ignore.


Lighttracking technology is one of the newest methods to increase website conversion. Unfortunately, in Russia it has not yet become widespread, while abroad this practice has long been considered commonplace. Using eye tracking, you can significantly improve site usability and increase the number of customers. It is not necessary to buy expensive equipment. You can order this service in a specialized agency or use the information accumulated by our foreign colleagues.

Watch the video: 4 Tools for Online Investigations - Internet Investigation Tools (February 2020).


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