The Cost of Eye Tracking

In a different Eye Tracking Update article, we wrote about the small but rising chorus of voices that are deeming eye tracking technology as a trend on the downturn. This is true for venues like web design and usability testing. But as we’ve also noted, eye tracking tech his still invaluable and well on the rise within the medical, diagnostic, academic, behavioral and sociological communities.

As another article – this time from the magazine Emerce – points out, the use of eye tracking technology is certainly a declining trend for the web analytics industry, especially when new software like ClickTale comes along.

ClickTale is a program that allows you to make recordings of user sessions. You record the specific movements of a cursor across the screen and can monitor how a user sees and behaves on a website. This isn’t’ the same as eye tracking, however, as you’re not actually seeing exactly what the subject sees from their point of view. The program is based off the assumption that a user aligns their gaze with their mouse, and their eyes track along with the cursor as it moves across the screen. ClickTale then produces a heat map based on the location, frequency, and duration of the cursor, indicating where the subject is focusing their attention.

Another program is Attention Wizard, still in beta and free to use. This is very simple, actually. You take a screenshot of the page the viewer is looking at and then load it into the program. The program has an algorithm that highlights and determines the sections of the page that attract the most attention, basing itself on color and design.

Of course, you could argue the effectiveness of algorithms and cursor monitoring, but it’s no question that there are more options in usability testing than before.

As the article on Emerce points out, programs like these can make web and design usability testing more efficient. Oftentimes, consultants charge large fees to organize studies that can go for months at a time, requiring many participants as test subjects. All this is time and money. The article goes on to argue that when it comes to cost efficiency, there are corners that can and should be cut, as they offer only supplementary information as opposed to essential data.

Perhaps this is a wake up call to eye tracking developers. High costs can deter frequent usage but make for some interesting alternative solutions in the process.

Opinie: Het einde van eyetracking

Related articles:

1. Eye Tracking in Visual Behavior Research Gives Marketers a Competitive Edge
2. The Latest in Eye Tracking Web Usability Research pt2
3. Eye Tracking History: What Have You Done For Me Lately?
4. Eye Tracking Exploring the Differences Between Baidu and Google
5. Eye Tracking: Why Ugly Websites Can Kill Your Business
6. Eye Tracking Usability and User Experience, but Fun Overall
7. The Latest in Eye Tracking Web Usability Research pt1
8. Tips From Eye Tracking Studies on Website Design
9. Eye Tracking: The Next Stage
10. Eye Tracking: Online Social Networks and Web Usability Testing