Eye-tracking
Optimise your usability for increased ROI
Eye-tracking is an incredibly powerful tool for revealing real-life website usability. Its data, when analysed, yields usability optimisations that other methods can miss. Critically, the lower a site's usability, the more likely its potential customers are to go astray, so the usability improvements it highlights can significantly up conversion rate and revenue.
We offer eye-tracking studies in our own Usability Lab. If you'd like more information click here to download our product sheet or call today on 027 292 2772, alternatively read on to discover more...
How does it work?
Our eye-tracking equipment records gaze data from safe, hidden eye-tracking cameras to give the most natural test results possible. Test users' data from completing on site tasks is combined with normal site performance metrics to give a deep insight into a site's real usability. This allows us then to formulate recommendations for telling site improvements. A full eye-tracking study involves:
- Background: identification of site objectives for optimisation
An initial site and business analysis identifies a prioritised list of site / business conversion objectives, allowing the creation of a list of scenarios for test users to complete and the measurement criteria to get the most insight from their actions - User recruitment
Suitable sources are engaged to recruit impartial groups of demographically suitable test users - Eye-tracking
Independently invigilated users are recorded as they complete the tasks set - Test data analysis
Collation and analysis of the tasks' result data to yeild the key usability impediments and successes - Recommendations and reporting
From the test data analysis, the production of a reasoned, scored list of recommendations, drawing attention to both quick wins and longer-term improvements. These recommendations can cover everything from imagery, through layout, terminology and copywriting, to navigation and beyond.
Implementing a study's recommendations can make a big difference to easing site visitors' progress through critical user journeys, really upping conversion rates.
This type of study can yield tremendously useful insights at any stage in a site's lifecyle - either when assessing new site designs or for a growing existing site that wants to match the usabilty needs of a wider audience. And it's never too late - the sooner you act, the sooner your site can be optimised for maximum returns.
What are the benefits of Eye-tracking?
- Focussed, prioritised site improvements
Identifies quick and longer-term wins, empowering management to implement an ordered site improvement programme - Choosing the better design or redesign
Adds a qualitative edge to the assessment of new designs - even as far as finding out whether those new designs actually do perform better - Greater confidence when content managing
Identifies key value areas of screen real estate and an insight into what works more effectively in them. E.g. what type of copy users react to better, which graphical treatments work better etc. and, as importantly, an insight into what to avoid doing - Increase ROI
Greater usability means visitors spend less time thinking about how to use your site, so avoiding frustration, and more time concentrating on engaging the business propositions you set out. This increases the number of activities are your potential customers may wish to perform - including completing the user journeys through to purchase and sign up - Clarity of future development
Eye-tracking gives insight into possible future site developments, critically identifying what currently is and is not working so well
Our clients, including Speedo and Odeon, regularly use eye-tracking to keep their sites offering the best user experiences and converting well. We offer starting packages of quantitative studies in our Design UK Lab starting at just £5500 - so why not get in touch to see what it could do for you? Call us today on 0207 292 2772
