A guide by Tommy Standvall from Tobii showing ho eye tracking is very useful and powerful for insights in usability studies.

1. Eye Tracking on the web Tommy Strandvall Tobii Technology

3. Saccade Fixation The area of foveal vision

9. If people don’t see it they won’t click on it… or do anything at all

10. VISUALIZING EYE MOVEMENTS

11. Scan path or gaze plot

12. Heat maps Count Duration Gaze opacity

13. Where do we focus on the web? Fixation count 0,5 sec Fixation count 1 sec Fixation count 1,5 sec

14. Measure visibility and impact of banners

15. Time from fixation to click TTF = Time to fixation TTC = Time to click 2,8 sec 28 sec

16. Visits and re-visits Heatmap: Absolute duration

17. % seen

18. Time to first fixation

19. Final version