The document discusses how eye tracking research can provide insights into why website users may not follow the intended path ("zig" and "zag"). It describes how different types of website visits (for transactions, information, or relaxation) influence user expectations and behavior. The presentation provides examples of eye tracking studies on transactional and informational websites. It analyzes how design elements like menus, ads, and videos can cause users to zig zag. Rules are outlined for website design and usability research to better meet user expectations and align with business goals.