Options for visualizing research
Posted: Mon Jan 27, 2025 9:27 am
A very large amount of data can be collected during eye tracking studies, but how can it be interpreted? There are special programs for this that work on the basis of big data. The resulting visualized information can be presented in three forms:
Eye movement map . It will show the points where the gaze lingered, as well as the lines along which it moved.
A fog map, which is a type of heat map . Visually, it looks something like Webvisor in Yandex, i.e. the entire picture is black and only transparent points of gaze fixation are visible.
The most commonly used heat map is the one cell phone database where the eye is looking at a particular point, highlighted with colored spots, and the longer a person looks at a particular point, the warmer its color display.
10 Tips for Using Eye Tracking in Marketing
Identifying Dead Zones
Here, Fitts' law is used, which makes it possible to predict how a person will move in space (real or virtual). This model is great for creating landing pages when you need to determine whether the user sees important information on the page and how he or she shifts his or her gaze while studying it.
Whenever you design, you want to achieve a goal. Some elements are created to tell users more about the product, others to make them want to buy, while others draw attention to the photos. In any case, you do everything with a purpose.
And this is where eye tracking comes in handy. It helps you figure out where the user's gaze immediately falls and whether it's the place you want them to look. You also determine whether your landing page has so-called dead zones (they don't fall under the line of sight at all) or objects that are useless, but the client looks at them and just wastes time.
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If such areas are found, they need to be eliminated immediately: change the structure of the page, ensure that visitors only look at useful content and move their gaze in the direction you need.
Using video content as more engaging
People like to watch videos, perhaps because the material in this format is easy to perceive. And in general, life is so fast-paced now that fewer and fewer people are willing to sit and read texts (even interesting ones) when they can quickly view the same information in a short video.
Moz, a large company specializing in SEO and inbound marketing, published the results of research, which revealed the following: of all the sites provided by search engines, users are much more willing to open those with video content.
Eye movement map . It will show the points where the gaze lingered, as well as the lines along which it moved.
A fog map, which is a type of heat map . Visually, it looks something like Webvisor in Yandex, i.e. the entire picture is black and only transparent points of gaze fixation are visible.
The most commonly used heat map is the one cell phone database where the eye is looking at a particular point, highlighted with colored spots, and the longer a person looks at a particular point, the warmer its color display.
10 Tips for Using Eye Tracking in Marketing
Identifying Dead Zones
Here, Fitts' law is used, which makes it possible to predict how a person will move in space (real or virtual). This model is great for creating landing pages when you need to determine whether the user sees important information on the page and how he or she shifts his or her gaze while studying it.
Whenever you design, you want to achieve a goal. Some elements are created to tell users more about the product, others to make them want to buy, while others draw attention to the photos. In any case, you do everything with a purpose.
And this is where eye tracking comes in handy. It helps you figure out where the user's gaze immediately falls and whether it's the place you want them to look. You also determine whether your landing page has so-called dead zones (they don't fall under the line of sight at all) or objects that are useless, but the client looks at them and just wastes time.
Recommended articles on this topic:
Company Marketing Plan: Double the Company's Profits
KPI for the sales department: how to calculate and implement
How to get 3 times more clients for 2 times less
If such areas are found, they need to be eliminated immediately: change the structure of the page, ensure that visitors only look at useful content and move their gaze in the direction you need.
Using video content as more engaging
People like to watch videos, perhaps because the material in this format is easy to perceive. And in general, life is so fast-paced now that fewer and fewer people are willing to sit and read texts (even interesting ones) when they can quickly view the same information in a short video.
Moz, a large company specializing in SEO and inbound marketing, published the results of research, which revealed the following: of all the sites provided by search engines, users are much more willing to open those with video content.