Use Eye Tracking knowledge
Optimize your website marketing strategy with knowledge acquired with Eye-Tracking.
Eye Tracking – General term for “techniques for measuring the point of gaze [read: where you are looking] or for determining eye/head position”. Today a number of methods exist for measuring eye movements, and the number of application areas is even larger.
Eye Tracking is a precise and robust method for defining the exact position of a person or the presence of eyes.
Practical use of Eye Tracking – This technique can also be used for controling interaction, i.e. make people control a computer and make things happen by just looking. It is then referred to as “Eye Control”. Eye Control can be used as sole interaction technique or combined with keyboard, mouse, physical buttons and voice. Think of how disabled persons could communicate with devices.
Analysis and Eye Control – So Eye Tracking can be used both for analysis of applications and for interacting with computers and machines.
The ability to measure eye gaze adds value to behavioral research and analysis, since human behavior and thinking is reflected in where people look. This leads to specific usefull knowledge of best use of positoning important data in important screen positions. Think of …
- enough white around important data,
- the most visited place on a website (upper left corner),
- think through the positioning of buttons for better click-through-rate.
History of Eye Tracking – Eye Tracking studies have their origins in the 1800s. Studies of eye movements then were made using direct observations: Imagine the first Eye Tracker composed of a contact lens with a hole for the pupil. This lens connected to an aluminium pointer that moved in response to the movement of the eye. This was in the late 1800s. And it didn’t stop there.
The first less cumbersome Eye Trackers dated from the 1930s, when beams of light were reflected on the eye and recorded on film. Modern Eye Trackers have no affect on test subjects or users and require no extensive technical expertise. Non-intrusiveness and ease-of-use are key for taking Eye Tracking out of the research labs into broader use, such as the pupil-center/corneal-reflection method.
Pupil-center/corneal-reflection method – This most commonly used eye tracking technique to date was developed in the late 1960s. It utilizes image processing to detect reflections in a person’s eyes. The accuracy of this method is directly related to the ability of the image processing algorithms to locate the relative positions of the pupil-centre and the corneal-reflection.
There are two methods of enhancing the image of the pupil: 1) bright eye and 2) dark eye effect. These two methods can be combined to allow everyone to use Eye Tracker, regardless of age, origin and eye color.
Looking at it differently – Use of these techniques can be considered to lead to subliminal control of visual liking. This can be pictured as using the right color scheme, the optimal postioning of buttons and grouping of items. All with one goal in mind: “Keep the visitor on the page as long as possible for it to make impression in the mind’s eye“.