This document summarizes a presentation on using eye tracking to evaluate elements of user engagement and persuasion in UX design. It discusses how eye tracking can measure what catches users' attention, how long they look at things, and what they do after looking. Both task-focused and exploration-focused eye tracking studies are described. The document advocates analyzing eye tracking data in the proper user and task context, and in conjunction with other usability data sources like task performance, clicks, verbal reports, and physiological sensors. Examples are given of how eye tracking revealed the persuasive impact of an image in increasing clicks. It stresses planning how eye tracking data will be used and focusing on specific design attributes' effectiveness.