When eyes reveal the truth – using eye-tracking to improve our website

Wouldn’t it be good if you could look into the head of your website visitors?

Building the INNDUCE.me website, we wanted it to be as good as possible. But how can you be sure about what works and what doesn’t? We surveyed our target group for their experiences, but still, there’s a big chance we got “socially acceptable” answers. People often embellish their answers.

Using eye-tracking to get unfiltered visitor feedback

So, as a company working on innovation, we worked together with Apollo8 a specialist in neuro-marketing. Appollo8 uses innovative tools like eye-tracking software to get an unfiltered view of the experience of our visitors. Thanks to recent technological innovations, eye tracking has become an attainable technique that gives quick and objective input on the visitor experience.

Setting up eye-tracking research

Focusing on the landing page we examined three research questions:

10 seconds

What is the distribution of visual attention within the first 10 seconds of the page visit? These first seconds can give you an idea about the “stopping power” of the different visual elements.

30 seconds

What is the distribution of visual attention within the first 30 seconds of the page visit? In this time frame, you can have an idea about what information visitors find interesting and important.

Visitor path

The order in which the content is processed. The order in which the information is processed can give you an idea about the importance of the content as well.

Curious about what we learned in this research? Check the use case in this LinkedIn article by Apollo8.