Eye tracking is a study of how users gaze across a website. Tools such as remote eye trackers or wearable eyeglasses provide feedback on key metrics like what people look at the most and the sequence. Web designers can tap into the powerful analytics behind the data and apply it to their websites for a better user experience (UX).
What Eye Tracking Studies Tell Us
Scientists have studied behaviors behind eye movement since the time of Aristotle. Recording and applying these studies began in earnest in the early 20th century. However, today’s artificial intelligence (AI) tools take web analytics to an entirely new level, allowing you to apply what is learned to increase engagement and conversion rates.
Studies show that most English speakers and those in countries that read left to right use either an F-pattern or Z-pattern to read a page. Researchers look at more than just the patterns of viewing, though. They also consider elements such as where the user pauses, which sections they fixate on and what they skip over.
Saccades — rapid eye movements — indicate when someone searches for something on the page. Fixations can indicate heatmaps and areas of interest. Using eye tracking to create websites ensures you understand what the user cares most about and optimize the layout to address their needs. You can also avoid frustrating site visitors by removing elements they skip over. Combined with knowledge about buyer behaviors and the psychographics of the target audience, you can create websites that perform well.
Applying Reading Patterns to Website Design for Better UX
Creating better UX requires more than just throwing up an F-pattern design. You must determine how the studies correlate to your target audience, and which saccades, fixations and heatmaps apply to the sales funnel.
Around 75% of companies fail to utilize the data available to them. You can gain an edge over the competition by breaking out of the pattern and improving UX with data-backed science.
Once you master the details on eye tracking for websites in general and those in the same industry, dig deeper into data about where users spend the most time on the site and see how the two match. Armed with statistics, you are ready to look more closely at your site’s design elements and ensure they have maximum impact.
Crucial Elements at Top Left of Page
For both F-pattern and Z-pattern designs, users begin their journey in the top left corner of whatever page they land on first. You have probably noticed most websites have a logo on the left side of the header. Adding one to the first spot people see helps brand your business and make visitors remember you.
Other crucial information must appear above the fold. Service-based entities should include a phone number. All sites need a navigational hierarchy that pulls users in and avoids confusion. Adding sections such as contact information and info about the organization adds to the authority and trustworthiness of the page where people naturally gaze.
Cut the Clutter
If heatmaps show people fixate on a certain section of your page, it is a good bet they are interested in the content there. If they are skimming past other sections, it may be time to clean house.
Combining eye-tracking reports with split testing can paint a fuller picture of how users interact with a website. Since eye-tracking equipment can be a bit pricey, you may need to embrace some general information and use common sense to figure out how to apply it to your project.
Breaking the Pattern With Animations
Another way to utilize eye-tracking studies is to tap into the power of animations to draw them away from the typical locations. Use an animated arrow to point the way down the page to sections the human brain wants to skip past.
A gaze plot provides a visual showing the path a user takes across the screen when visiting. Studying the results can improve the overall functionality of a web design. Adding an animated arrow points the user to where you want them to go, even if they naturally scroll to the bottom of the page. Small changes can enhance user interactivity and keep visitors on your page longer.
Applying Eye-Pattern Technology for Better Usability
Researchers are adept at using a mix of data and finding problem areas. Since eye-tracking studies of a specific website are costly, using them only for the most crucial elements and taking in generalized data the rest of the time is understandable.
For example, the technology can identify the poor user experience of someone with dyslexia, identify issues such as poor contrast or spacing, and make suggestions for improvement. Studying usability through a science-backed lens allows web designs to be more inclusive. You can even design a site with features like eye blinking for mouse clicks.
Through Your Customers’ Eyes
The data on what eyes do offers a glimpse of the details people take in when they visit your site. By looking at where the eyes wander, computers can make some educated guesses on how well they receive different elements. The better you understand those who come to your domain, the more you can meet their needs and keep them engaged. Try implementing just a few of the results of generic eye-tracking studies and watch engagement rates soar and sales increase.
Author bio:
Eleanor Hecks is Editor-in-Chief of Designerly Magazine. She specializes in writing on web design and development topics for sites such as Smashing Magazine, freeCodeCamp, and more.
