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What is Eye Tracking?

Eye-tracking works by recording reflections of infra-red light from people viewing internet communications at a special monitor. The monitor pin-points exactly which parts of a website, digital brochure or email marketing a prospective customer will look at.  Each session shows what the eyes look at, the pages viewed, clicks made, and a webcam shot of the viewer’s facial expressions are recorded in a video to give our clients detailed qualitative feedback.

Eye tracking analysis is a highly effective technique used to analyse the effectiveness and usability of internet communications. Phew is one of only a handful of specialists with access to this technology in the UK. In general the reports we provide will enable clients to:  

• Measure current design performance to provide a benchmark to monitor progress in future
• Increase Return On Investment (ROI) from any website, email marketing piece or digital brochure
• Increase conversion rates and participation
• Test new concepts
• Avoid costly mistakes with redesigns
• Compare our clients’ performance with their competitors’

Why use Eye Tracking

We find that relatively minor changes in design can improve results significantly. We are also able to benchmark our clients’ internet communications against their competitors’ in order to recommend how they could be more effective. Eye tracking allows you, with certainty, to know:

• How digital communication functions from a user’s perspective
• Where people look before clicking
• How effective your internet communications are in comparison with your competitors’

Clients who use this service find that it brings them closer to the design process and allows managers to make rational business decisions based on proven data rather than gut feel.

Reports provided

We provide detailed statistics and a visual “heat map” of most viewed areas, details of how people progress through a client’s internet communications, detailed video of individual viewings, effectiveness scores and recommendations to improve the site to meet your goals.

When To Eye-Track

Before launch:

• to identify the best performing design
• to make a rational well-founded decision
• to save development time/money by testing mock-ups prior to implementation
• to minimise risks at launch
• to ensure your site is better than competitors’

After launch:

• to identify areas for further improvement
• to finalise details of design on live pages