Tobii Technology
Standnr: M16
Primary activity: Eye tracking
Eye tracking has become a key method to test the usability of websites and software. It provides indisputable, objective and convincing data describing user behavior and usability problems. Eye tracking is also used to study user interaction with mobile devices and physical products.
Eye tracking augments traditional usability methods, providing additional information that the test participant cannot report and the researcher cannot observe. Unique insights about first glance, search patterns, failed search, and much more offer guidance in how to solve different usability problems. Eye tracking can be used together with a variety of research methods, including observations, interviews and the retrospective think aloud (RTA) method.
Through eye tracking and click metrics, and eye tracking visualizations such as gaze plots, heat maps and gaze replays, results can easily be interpreted and used to improve conversion rates.
