Eyetracking web usability is the latest buzz word for web developers and designers hoping to give their clients more value from their services. From a business point of view, a pretty web site with out any visitors may as well not be built in the first place. It wastes the designer’s time and the client’s money. Eyetracking web usability tests help web designers find problematic navigational issues. Navigation and relevant content need to be obvious to web users, and their experience will end in frustration if they don’t find what they need within seconds. With that in mind, here are some issues to consider when optimizing your web site user experience with eye tracking.

Users with different levels of expertise will use a web site differently. Technical and professional users most likely have done some research on their topic before landing on your web site. Typically, they already have a goal in mind such as finding the cheapest online store or a store with the best return and shipping policies. Consumers, on the other hand, may not have done extensive research and therefore may not know exactly what they’re looking for when visiting your web site. The first group already knows what they want but the second groups need to be convinced why they need your product or service. Different visual site elements should be used to tailor to each group. Eyetracking web usability can help with optimal placement of these elements.

It is much better to optimize your web site for your targeted demographic rather than targeting anyone that may happen to visit your site. Focusing on your targeted demographic makes it easier to customize your web site interface and navigation for what your paying customers need. Having unfocused navigation or content lowers sales and decreases repeat visitors to your site. There is an end goal in mind when you’re setting up a web site. You’re either selling a product, service, or an idea to your audience. Eyetracking web usability studies can increase the sales or awareness of your products by mapping out the best placement for your online shopping cart to the optimal location for your mailing list signup form.

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