Design products and services that customers want to use. Eye tracking lets you see how users engage with your website, interface, or product in more detail than any other method can. This gives you the knowledge you need to optimize design features and functionality.
How eye tracking enhances user experience research
Businesses can't afford to fall short when it comes to user experience. Leaving consumers frustrated, confused, or disappointed will send them straight into the arms of your competitors. Traditional user testing methods and performance measurements might indicate that there's an issue or barrier for the user, but they don't explain the 'why' or reveal how to fix the problem - while eye tracking does. It lets you to tap into subconscious actions and unarticulated thoughts, allowing you to uncover more about how your design performs.