What is eye tracking technology?

Is eye tracking useful?

• Have you used eye tracking technology to improve your website? If so, what have you learnt? Was it a useful experience? (Link: http://www.etre.com/usability/eyetracking/showme/ )

• Answer:

  Hi Simon, I have never used eye tracking, but I read a lot of interesting stuff about it. Namely, Nielsen shows that the users tend to read in an F-shape pattern, that is, tend to read the top-level part of the screen (e.g., the headlines), the middle area of the page, and the left-most part of each paragraphs (or bullets). Take a look at: http://www.useit.com/eyetracking/ Since the equipment is expensive, analyzing eye tracking data should require some experience (I believe so), and the most important insights come from simple usability testing (with proper task analysis and test preparation, and careful observation of the user), I've been procrastinating using it. I think that the main impact of using eye tracking, nowadays, is to impress the client with nice graphics and the idea that you are doing studies with the most advanced technology and maximum rigor.