Definition of Eye Tracking
A technology that measures where and how long a person focuses their gaze, often used in user experience research.
Explanation of Eye Tracking
Eye Tracking is a technology and research method used to measure where and how long a person focuses their visual attention. In marketing and advertising, eye tracking is used to understand how consumers interact with visual content, such as websites, advertisements, and product packaging. This technology captures data on eye movements, fixations, and saccades (quick eye movements between points of focus), providing insights into which elements attract attention and how viewers navigate through visual information. By analyzing eye tracking data, businesses can optimize the design and layout of their content to enhance user experience, increase engagement, and improve conversion rates. Eye tracking can reveal important information about consumer behavior, such as the effectiveness of call-to-action buttons, the visibility of key messages, and the impact of visual elements. This method helps marketers create more effective and visually appealing content that resonates with their target audience.