Unlike the infrared eye trackers, webcams record the image of the gaze (not the gaze itself) and calculate the viewing angle under quite a few presumptions: Nowadays, there are online webcam eye trackers available as well.Īlthough this option is the most affordable, one pays the cost for inaccuracy. Once the participants initiate the eye tracking software, the program’s algorithm activates the camera on their computer and records where they look while scrolling the website. Not only can one know precisely where the person is looking while interacting with the website, but it’s also possible to match this data with interactive events (clicks, scrolls, mouse movement, etc.) to predict how the user will behave on the website.Įye tracking programs based on web cameras enable researchers to gather vast amounts of data in short periods of time.
The infrared reflection allows for high precision recordings if properly calibrated.Ĭombined with traditional usability research methods, infrared eye trackers can provide significant temporal and spatial data of the users’ website experience. Infrared eye trackers emit a near-infrared light that reflects the eye’s surface and returns information about the position of the gaze by measuring the distance between the pupil and the cornea. At the same time, research in natural surroundings is commonly done with wearable trackers, typically in the form of glasses. Those looking for a higher degree of precision in lab conditions may opt for screen-based trackers. Infrared trackers may be screen-based or wearable. The oldest and the most popular gaze research method to this day is the infrared light method. Brands conduct this type of research to analyze what bits of the already existent websites can be improved to achieve a more pleasurable user experience
It is of great value for web designers to understand which part of the page users are focusing on when engaging with the website. Eye tracking enables researchers to enter the subconscious mind of the consumer by exploring how their user experience relates to where they look at the most, how long they look, and in what order.Įye tracking research is popularly utilized in website design, as it can be conducted through common web cameras. Brands turn to eye tracking since the method offers significant data which is not easily obtained through behavioral measures. In recent years, usability research is most commonly focused on website design and quite often done with eye tracking. Ultimately, both approaches aim to improve the users’ experience by delivering user-tailored products and services. Usability research, commonly known as usability testing, aims to understand how users interact with products by observing their behavior. While user testing is mostly focused on the users themselves, what they think, and their attitudes towards the brand and its products, usability research is more focused on the product.