The eye tracking (or eye tracking) is the recording and evaluation of eye movements in connection with a certain surface (for example, a screen). In particular, the moments in which the gaze stays longer in a certain point, or in the points in which the eyes move from one side to the other quickly or slowly, are recorded. Eye tracking uses so-called eye trackers. Currently, eye tracking 'is used in science, Online Marketing and neuromarketing. Eye tracking results are usually displayed on heat maps.
Eye movement analysis is not a 20th century invention. As early as the 19th century, research was carried out in this area, mainly analyzing the movements of the gaze during reading. With the invention of the motion picture camera in the early 20th century, new possibilities arose for the eye tracking.
Multiple eye tracking methods have been used since the 1970s, differing in that they assess reflections in the retina or cornea of the eye, or measure movements using contact lenses or special accessories.
Currently, there are generally two basic types of eye trackers:
- eye tracker smartphone: Here the eye tracking devices are focused on the patient's head. The test person can move freely. Mobile eye trackers can also be used in situations outside the laboratory.
- remote eye tracker: This tracking system is installed on or below a monitor. The subject can look freely while the system records their eye movements.
Areas of use
There are many apps for eye tracking - the most important ones are listed here:
- Commercial promotion: eye tracking plays an important role in marketing. For example, it is used in POS (point of sale) analysis to make the most of shelves or improve display in retail stores. The eye tracking it can also provide information on print efficiency or content layout when developing new packaging. Market research also works with eye trackers, among other things, to make targeting more efficient. Google is also experimenting with eye tracking and has already filed a patent for the use of eye tracking, which is believed to be connected to its Google Glass.
- Medicine: In the laser treatment of eye diseases, eye tracking is used to establish the exact position in which the laser should work. Eye tracking is also used to investigate balance problems or visual impairment. At the same time, this method is also an important tool for the examination of neurological diseases.
- Psychology: the connection between statements and looks can be better documented with the help of eye tracking. Eye tracking is also used to find the truth in popular research on the subject of "lies."
- Machine control: As currently smartphones are controlled mainly by gestures, some manufacturers such as Samsung already offer control by means of the look, as in the Galaxy S4 model.
Eye Tracking in E-commerce
When buying from an online store, the design of the store plays an important role. The location of your product information can be a decisive factor in triggering a conversion. The placement of banners or other graphic commercial promotion is equally important. It is not only a question of viable interaction with the user, but also the price paid for an advertising post.
Eye tracking It is also used to review the design of websites using different display systems such as browsers, screen sizes or different end devices. Google also uses eye-tracking methods to design its SERP advertising space around the SERP in order to create optimal conditions for advertising clients.
With the help of eye tracking, those responsible can establish how the content affects the visitors of a web portal and where the eyes of the users are. In this way, eye tracking offers a well-founded analysis method that can significantly support web design and offers more than just the fact that content "above the fold", that is, without scrolling, is better perceived by users. .