Why Designer Needs to Know About Eye-Tracking?

Imagine a beautiful, trendy website with all those fancy words, high-quality visuals, state-of-the art functionality, and yet… “It doesn’t generate a desired conversion rate” – your boss says. Now you’re asked to improve your design. Where to start? Make the main button red? Underline the key phrase? And then? Check with your boss again? Run a little test with a group of your friends? Believe me or not, eye-tracking would be a good help in this situation. For those who haven’t tried it yet, eye-tracking may sound a bit too complicated, but it shouldn’t. Here we will explain in short what is eye-tracking and how it can help improve your work.

What Is Eye-Tracking?

As you could guess eye-tracking is some sort of tracking (measurement) of someone’s eyes or gaze. And that is correct. Eye-tracking is a technology-enabled process that makes it possible for a computer or other device to know where a person is looking.

Typically eye-tracking consists of an eye-tracker (a device), a user (participating human) and a software (an algorithm).