Eye Tracking on Think Visibility

Sat in a cinema, at a casino was a first for me. In fact, sitting in a casino is a first for me… and not to mention, sitting in a cinema, in a casino, watching an eye tracking presentation is a first for me.

So the guy stands there and put a video on with an orange dot flying around all over the screen. He wasn’t talking much and the cinema was fairly empty… a fairly dull situation really. But alas, what I am looking at is the eyes movements around a website. What amazes me is how fast we look from item to item… I was always under the impression that my eyes waded from item to item, rather than flying around at a Mach level that even astronauts would struggle to achieve. The other thing that fascinated me is how little we actually read.

When you’re browsing the website, more re to the point, when I’m browsing a website, I tend to scan read everything while saying “yeah, i read that”… but it would seem I am not alone! We scan over web content at such a great rate, milliseconds become very important. You don’t want to waste any of the visitors time, and make sure you get all your USPs to the users eye as quickly and as clearly as possible.

A good example, and probably one of the better things I took from the presentation was that if one has a strong, bold navigation system, and then a call to action underneath the navigation, chances are the users will not see your call to action, despite it being right in front of them. It’s almost like we have an inability to take in lots of key items all at once and we automatically filter out thing we consider to be “junk”. As Roy said on the IT crowd once, we have automatic filters!

To summarise, I already knew that the hierachy of elements on the page will greatly influence your CTR and what your visitors will target, however it was great to actually see it with your own eyes. I definitely recommend taking a look at Eye Tracking sometime, however I do not consider it to be a defintive answer to what users are drawn to on your site as test/research situations can vary from reality.

  • http://www.pushon.co.uk Simon Wharton

    Nice summary Tom

  • http://www.thinkvisibility.com Dom Hodgson

    Hi Tom,

    Thanks for coming to Think Visibility and writing up the sessions with your team, I just wanted to point a few things out;

    The session wasn’t a ‘presentation’ as is, we asked each of the attendees if they would like to have some eyetracking and analysis completed on the website and this was the conclusion, There was to be no introduction really as to the basics of eyetracking as it was just a little bit extra for people who submitted.

    The cinema only had a few people in most sessions but by design it was only meant to attract the site owners and people who were not interested in the sessions at that time.

    I take your comments though and its something we will work on next time as we explore the schedule and timings,

    Dom Hodgson
    Think Visibility Organiser

  • http://www.contentfairy.com Guy Redwood

    Glad you took a few good nuggets away from the sessions. Fiona and myself have had some great feedback.

    The sessions were always intended to be an informal ‘come watch some eye tracking in the cinema as a break from the streams’ – previous ThinkVisibility conferences have had us both presenting in the more traditional format – which again went down well.


  • http://www.pushon.co.uk Simon Wharton

    Dom and Guy

    The point being that we came and we learnt something and thanks for that. Perhaps you underestimate the interest that the presentation/demonstration is likely to generate? We dont always get to play with toys such as that. So when we see them, it gets our attention. And when you have our attention maybe there’s another opportunity to delight us as a customer?
    I’m splitting hairs really. We brought nearly the entire team to Think Visibility and we consider it money very well spent.