Most of us easily get thrilled about eye tracking. Getting an idea about how users follow your Web site, Web application, or software product aids to get remarkable insight into their user incident. But eye tracking is not cheap and necessitate additional endeavor and expert comprehension. This article will give the answers to many questions traditional users are searching about Eye Tracking.
What Does Eye tracking stands for?
Eye tracking is a process to find out the point of users’ fovea fixation and to record the whereabouts in between these fixations. Human eye relentlessly shift in quick split open manner termed as saccades, with short pauses in between called fixations, in which visual pathway is transferred through fovea, a small spot in the retina.
And these fixation positions and saccades can be visibly noticed in eye tracking gaze plots. Newest eye tracking schemes work on the principle of tracking users’ eyes by reflecting near infrared light off the eyes and then mark the site of these reflections to know the point of fovea fixation.
What are the Advantages of Eye tracking?
1) A great help in order to know Usability Problems
Eye tracking presents bonus information to help you detect and understand design and usability issues. It should be kept in mind that we do not use eye tracking data only, but in combination with watchful inspection of user activities and dialogue. This enables us to get extra approach into what’s and why’s of user actions.
2) Gives an idea about behaviors users can not express
Users find it difficult to express their problems in clear cut terms, as they make many of their eye movements reflexively. Eye tracking enables you to visualize user’s genuine eye movements, which are not unintentional.
3) Imaging information for silent Observers
The realistic observation of the eye tracking data put forwards brilliant visualization for viewers during usability testing. Viewers can witness the live vision of the eye tracking data, making things easy and understandable for them.
4) Stimulating users and Project Members
Witnessing live eye tracking and observing the end result visualizations is thrilling and motivating for the entire team.
Is Eye tracking really essential to practice?
The answer is ‘Yes’ without and doubt, usability testing can be performed without eye tracking, but eye tracking is necessary to get added information about where participants were more interested during the real job.
Does Eye tracking come with any restrictions?
There are certain boundaries to what eye tracking can disclose.
1) Peripheral vision is not tracked
Eye tracking can be deceptive, because it usually fails to detain side-line vision. To make it more clearly take this example, we can notice banner ads on the right side of a page, with the help of our peripheral vision. And we are well aware of them as being ads keeping in mind our prior browsing experience and as a result we often do not fixate our fovea on them.
2) Fixations doesn’t necessarily means consideration
Eye tracking give you an idea about only fixation points and saccades. Eye fixation doesn’t means that the user is intentionally considering that aspect.
3) Fixations reveals no exact meanings
Eye tracking demonstrates only where users’ foveas are fixated at, not the exact reason behind their fixations.
What are the affects of eye tracking on testing process?
1) Serves as a communication tool Between Facilitator and Participant
With the implantation of Eye tracking you can follow a retrospective think-aloud system, in which you request users to portray what they were doing meanwhile you play back a footage of their actions, as an alternative to a conventional concurrent think-aloud system.
2) Eye tracking can be disturbing for the testing system
Eye tracking can easily destroy the genuineness of a test session. The perfect eye tracking system is one which is entirely self-effacing to participants.
A further drawback of eye tracking method is that participants are restricted within a specific range of the eye tracker. The problem arises when partaker time and again shift out of range. For example, they sprawl, tilt back, bend over, or relax their chin on a hand. It disrupts the participant’s task and the genuineness of the condition.
3) Eye tracking Tests are time consuming
Setting up and designing an eye tracking study needs extra hours in addition to the time consumed by the usability testing process. As eye tracking also produces added data, thus toting up considerable time to the data study period. Keeping all this in mind eye tracking is not worthy to practice when you are in need of a rapid turnaround.
4) Eye tracking is a costly practice
However more recently the cost of eye tracking is markedly decreasing but still a latest eye tracking system costs about $40,000 to $60,000.
5) Eye tracking is not easy to bring into work
Exclusive of vigilant setting up, eye tracking outcome can be worthless. For the correct interpretation and scrutiny of eye tracking results requires professional experience, something which beginners find very difficult.
6) Eye tracking is facing Technical Problems more often
It is rightly said that the more technical expertise you have, the more you can go off beam. Even though eye tracking machinery is persistently growing, as far as dependability is concerned, still it is facing every day technical issues.
7) Eye tracking can become merely a tool for sales attention-grabber
The negative aspect of eye tracking is that it is being implanted by most parties as a tool for sales attention-grabber, and it’s not being wholly utilized for testing goals.
So Is Eye tracking really a valuable tool?
Bearing in mind the advantages and disadvantages of eye tracking, and the answers to above mentioned questions we are now about to conclude whether eye tracking is really worth it?
According to some dealers and experts, eye tracking is not worth it due to the expensive cost of the procedure, exertion, and complication it puts in to usability testing. According to others you cannot carry out usability testing efficiently devoid of eye tracking.
At last, you have to formulate the decision supported by your testing targets and the thoughtfulness I’ve summarize in this piece of writing.