How To Attract Consumers at 4 Critical Touch Points Using Eye Tracking
Why consumer attention is important
With a number of products and services offshore, you need to promote yourself the way you should in this digital era. People are vying each other for the attention of their customers. It would not be an easy feat to establish yourself when you don’t have a digital eminence for yourself. Hence you need to get your brand known across the crowd in this digital era to create a niche for yourself.
What is eye-tracking?
When we say eye-tracking, we refer to the process by which we measure where we are looking. This could also be known as the point of gaze. Eye tracker carries out all the measurements which they use to record the eye position as well as the movements they are going to make. You direct near-infrared light at your pupils which would cause more detectable reflections in your cornea and the pupil. You can track these refections between your pupil and the cornea with the use of the infrared camera. This is also known as the optical corneal reflection tracking.
How it is helpful in UX?
These usability tools would reveal the users’ navigational patterns and focus points on every interface. This is going to offer designers a space to provide thorough feedback on different interface elements. You can ensure that your content is eye-grabbing and visible to all the people. Eye-tracking is one of the most observed and recorded eye behaviors for eye movement and pupil dilation. You come across many applications in fields such as packaging design and research. In digital marketing, you can use it to get insights on where your users have been looking.
You need to remember these 4 Critical Touchpoints on Eye Tracking:
- Discovery of the product- When you advertise a new product, eye tracking is going to help you understand what caught and beheld your user’s attention along with insights on what they ignored, as well as what distracted their attention even when there are no UX researchers around to watch them.
- Evaluation of the product: You can make the best out of eye-tracking when your user is going to your website. You get to interact with them on how your product is.
- Purchase of the product: You can leverage eye-tracking when consumers come to your store for shopping or when they visit your online store to purchase the product.
- Use of the product: Your eye tracking device can help you while you want to understand the customer’s satisfaction level.
With the increasing number of website visitors, you should understand how the product works in front of the market. Stay tuned for more updates from us and let us know how we can help you. We would always be delighted to support you in all the endeavors.
