Eye-Tracking Heatmaps

What is an Eye-Tracking Heatmap? 

An eye-tracking Heatmap is a tool that tracks the exact eye movements of a visitor when viewing your website.  By using Eye Tracking Heatmaps, you're able to see what elements of your website grab more user's attention and which don't. 

How is Data Collected for Eye Tracking Heatmaps? 

The eye-tracking data is collected by using either a head piece or remote, which is connected to the viewer's computer.  Once the visitor begins to look at a webpage, the device will follow the viewer's direct eye movements. Specifically, the data will identify what caught the attention of the viewer's eyes first, second, third and so on. 

How Do Eye-Tracking Heatmaps Work?

Once the data is collected, the results of the eye movements are represented in different colors. Typically, the most eye-attracting spots or "hot" areas are represented in darker, warmer colors (red, orange, yellow) while areas with less eye attraction are represented in cooler colors (green or blue).  

For example, as you can see in the color scale in the image below, the woman's face is the "hot spot" of the page, where the viewers' attention is drawn to first. The green shows the next eye engaging areas and lastly, blue.    

How Can Eye Tracking Heatmaps Help Me? 

Eye Tracking Heatmaps help identify what specific areas of your website are actually attracting the attention of your viewers.  This gives you an opportunity to see exactly what images, headlines, and content are interesting and engaging to your viewers and which elements are not.  If your content is too long and the visual concentration seems to be lower in certain areas, this is a great indication that you need to shorten and adjust your content to what viewers want to see and where they typically focus. By gathering this information, you can adjust your website to improve the experience of your viewers and convert them into customers or subscribers.