Eye tracking is a study methodology which consists in observing and tracking eye movements and looks of web users on a content. Eye activity is tracked by the means of an helmet or by a device fixed in or integrated with a desktop or notebook computer. The device is calibrated to follow pupil movements and to track points of fixation.
In the digital marketing context, eye tracking may be used for:
analyzing eye activity on webpage content (home page, landing page, web form, etc.
analyzing gazes on SERP
analyzing ad placement visibility
Eye tracking studies must be conducted and analyzed by experts.
Eye tracking results may be videos or heatmaps.
Examples of eye tracking results: