Eye Tracking

Eye Tracking is a research technique that measures where and how long users focus their gaze on specific areas of a screen or physical space. Eye tracking provides valuable data on user behavior, revealing attention patterns, navigation habits, and visual engagement, which can inform layout decisions and optimize content placement.

Eye tracking provides objective evidence of where users actually look — which often differs dramatically from where designers assume they look. Classic findings like the F-pattern reading behavior on web pages, or the fact that most users never read below the fold, came from eye tracking studies and have shaped web design conventions for decades. For landing page optimization and complex dashboard layouts, eye tracking data can directly inform where to place your most important content.

Nielsen Norman Group's eye tracking research revealed that users on e-commerce product pages rarely look at banner ads, that they focus heavily on product images before reading descriptions, and that star ratings are fixated on before price — insights that influenced how product pages are designed across the entire industry.