Eye tracking - a way to improve websites

The study focuses on inspecting websites by exploiting eye tracking equipment Tobii Pro. Since the equipment is used to follow the gaze of the users, it provides an important insight about where customers look when they are in the website. Eye tracking equipment can be used to point out different elements which customers see when they enter and browse the website, which then can be used to point out the areas of interest. When knowing these areas of interest it is easier to make possible improvements.

Purpose

Nowadays people buy more from online than ever hence first impressions mean a lot especially when customers are planning to buy. Therefore, it is crucial that the page seem appealing and overall welcoming. Due to the rise and popularity of the Internet, more websites appear more frequently. Therefore, the purpose of this study is to answer the question: How can companies use eye tracking to improve their website? To answer the research question, a comparative study was executed by using pictures from two existing companies' websites.

Method

This study was executed together with Handelslabbet. A comparative study of two websites was made by showing participants pictures taken from the company’s website and by using Tobii eye tracker equipment to follow the participants’ eye movements.

Project details

Title: Eye tracking - a way to improve websites: A comparative case study of two websites.

Year: 2021

Author: Netta R. Norava

Course/Programme: Field study in textile management, Master program in fashion marketing and management

Type of study: Research paper

Supervisor: Jenny Balkow, Marianne Louwerse