Eye tracking is a process that measures where a person is looking. It is used in fields like psychology and product design. There are different eye tracking methods, including contact lenses and optical tracking techniques. Eye tracking is used in marketing to test advertisements and product designs by observing what users look at. A case study examined the "Google gold triangle" theory that users' eyes are drawn to the top and left results in search engine results pages. Eye tracking tests on hotel searches supported the theory, showing users primarily clicked on promoted ads and top maps results. The conclusion was the Google gold triangle remains valid for businesses wanting top search placement or ad clicks.

1. Eye TrackingWhat’sEye Tracking?

2. Eye Tracking Methods

3. Eye Tracking in Marketing

4. Eye Tracking in Web Usability: The Google Triangle Case

5. Eye TrackingWhat’sEye Tracking?Eye tracking is the process of measuring either the point of gaze ("where we are looking") or the motion of an eye relative to the head.Whereit’sused?It’s used in different fields like the visual system, in psychology, in cognitive linguistics and in product design in Marketing.

6. Eye TrackingHowitworks?

7. Contact Lens

8. Optical Methods

9. Electrodes around the eyes (Less important)Eye TrackingHowitworks?

10. Contact Lens

11. Special Lens with embedded mirror or magnetic field sensor.

12. Annoying method.

13. Used for researchers studying the dynamics and underlying physiology of eye movement.Eye TrackingHowitworks?

14. Optical Methods (2 Groups)Eye Tracking

15. Eye TrackingHowitworks? (example: anusability test)-Use of an especific program Execute-Operator in control room & Usability Specialist-Specialist (Observation and Interview after experiment).

16. Eye TrackingMarketingProducts and Advertisement DesignConvenience of pre-test of Advertising CampaignExample:

17. Eye TrackingAnalysisProblems:Girl too attractive

18. Product Non Impact

19. Brand Recognition¿Solution?

20. Eye TrackingOnly the eye position

21. Eye TrackingMore Problems¿Solution now?

22. Eye Tracking

23. Eye TrackingWhyEye Tracking Studies are so interesting?Online applications, Online media, Internet portals and other Internet-based Businesses that require improve usability or, for example, demonstrate the efficiency of advertising inserted and read by part of the Internet

24. Eye TrackingWeb Usability – Practical CaseGoogle Gold TriangleThe importance to appear in Google Adwords or in firsts positions in the natural searching (SEO)