Eye Tracking: What Is It For And When To Use It

Imagine a usability test in which John, the test participant, attempts to buy a bicycle. On the homepage John quickly finds the “bicycles” link, but on the next page he hesitates. “I wasn’t sure where to click,” he says afterwards, “there were a lot of options.” Later, while reviewing their notes, the test facilitators take everything John said into consideration. They note where his mouse hovered. They check how far down the page he scrolled. One of them comments, “I wish we could see what he saw.”

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