Cloudzoo

Simply put, eye tracking is a technique to help us understand where users’ visual attention goes. The results can inform us on how to write content to attract attention, how to make information more discoverable, and how to engage and excite users. Below are metrics typically collected in eye tracking research:

• Gaze plots (the journey users’ eyes make to reach a target)
• Time needed to find a target
• Fixation points (what screen regions capture user attention and for how long)
• Heatmaps (the aggregation of how much attention a group of users pay to different regions of the user interface)