Eye Tracking on the web Tommy Strandvall Tobii Technology

What do we actually see? The 1-2 º large area of foveal vision is about the size of a thumbnail on an arm lengths distance The fovea is less than 1% of the retina but takes up over 50% of the visual cortex in the brain. Peripheral vision is mainly good at picking up movements and contrasts

The 1-2 º large area of foveal vision is about the size of a thumbnail on an arm lengths distance

The fovea is less than 1% of the retina but takes up over 50% of the visual cortex in the brain.

Peripheral vision is mainly good at picking up movements and contrasts

Saccade Fixation The area of foveal vision

Why eye-tracking? Clear additional insights into behavior Measurable behavior: data (numbers), images, videos Objective data on behavior Very visual results for better understanding Persuasive results

Clear additional insights into behavior

Measurable behavior: data (numbers), images, videos

Objective data on behavior

Very visual results for better understanding

Persuasive results

When is eye-tracking valuable? When combined with other methods When the main goal is to improve the design of an interface If you have clear questions you want to find an answer to When comparing different design alternatives In both qualitative and quantitative research When adapting an interface based on typical behavior

When combined with other methods

When the main goal is to improve the design of an interface

If you have clear questions you want to find an answer to

When comparing different design alternatives

In both qualitative and quantitative research

When adapting an interface based on typical behavior

How eye tracking is used As a complement in qualitative research to help describing behavior and supporting the findings To show live to others what the user is experiencing As a complement or standalone method in quantitative research to describe the typical user behavior In experimental research as the dependent variable

As a complement in qualitative research to help describing behavior and supporting the findings

To show live to others what the user is experiencing

As a complement or standalone method in quantitative research to describe the typical user behavior

In experimental research as the dependent variable

Different user groups of eye tracking Eye tracking is the sprinkle on the icing Eye tracking is the icing Eye tracking is the cake

Eye tracking is the sprinkle on the icing

Eye tracking is the icing

Eye tracking is the cake

What can eye tracking tell you? … WHY? WHAT? HOW?

… WHY?

If people don’t see it they won’t click on it… or do anything at all

VISUALIZING EYE MOVEMENTS

Scan path or gaze plot

Heat maps Count Duration Gaze opacity

Where do we focus on the web? Fixation count 0,5 sec Fixation count 1 sec Fixation count 1,5 sec

Measure visibility and impact of banners

Time from fixation to click TTF = Time to fixation TTC = Time to click 2,8 sec 28 sec

Visits and re-visits Heatmap: Absolute duration

% seen

Time to first fixation

Final version