How would you like to see through the customer’s perspective instead of seeing what you think they want to see. If you could understand and truly see through the eyes of a customer, how would that affect not only the customer’s experience, but also your response rate? There is a scientific way to understand and improve a design optimized for user experience, and that is with eye tracking.

What is eye tracking?

Put simply, eye tracking is the measurement of visual activity. When we observe things, eye tracking will tell us where we look at and how much time we spend looking at it.

Eye tracking has been around for many years and has been applied in many fields of study like medicine, psychology, and marketing for example.

More recently, web designers and developers gained interest in eye tracking through which they are able to gain insight in how web users read or interact with the content in a web page. Eye tracking quantifies a user’s reaction to these various visual stimulations and use that data to improve the overall user experience.

Understanding the technology behind eye tracking

The technology behind eye tracking is complex. But in essence, most eye trackers today use near-infrared technology to track gaze direction. When near-infrared light is directed towards the center of our pupil, an optical sensor or a high-resolution camera tracks the corneal reflection generated by the light.

iMotions, a company specialized in the development of comprehensive and easy-to-use scalable biometric research platform, created this pocket guide for users and researchers to better understand the basics of eye tracking. For a quick overview of eye tracking, this infographic tells us all the basics with striking visual elements:

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