Eye tracking

We are the only company in Norway that offers eye tracking for website testing. The equipment we use includes a normal screen that registers the user’s eye movements.

During the test, you will be able to sit and observe how the user looks at your website. You will see a corresponding screen impression (see below). The blue spots show where the user is focusing and you will quickly be able to see whether the user notices your menus, search boxes etc.

Eye tracking will:

• give you a unique insight into how your users experience your website
• give you the basis for adjusting your graphic design to support your users in finding what they are looking for
• allow you to obtain quantitative data about your website:
  • Can the user see your ‘Purchase’ button?
  • Does the user notice your search field?
  • Are your adverts visible enough?

Eye tracking can be used in different ways

Eye tracking with normal usability testing

Our most commonly used method is combination testing, where we use both usability testing and eye tracking. The reason for this is that we believe that “thinking out loud” is important for understanding what your user thinks and why they do what they do. Eye tracking gives an extra dimension to the problem analysis and suggestions for improvements. It is still important that the tasks that form the basis of the eye tracking are developed in a manner that does not confuse the user. A typical task might be “can you find customer service on this website”. The user performs the task without us interfering.

Pure eye tracking

Eye tracking can be used on its own to gather data on the quality of a website for the user. To ensure that the data is able to be summarised in an effective way, a strict testing plan is required where the user does not break their concentration during the test. This method is also usually performed without “thinking out loud” so that the user isn’t distracted. This means that you lose some of the valuable reflections that users come up with during a usability test. You also have to know exactly what you are looking for before the test starts. The advantage of this is that you obtain very “clean” data that is not significantly affected by the test situation itself.