He Eyetracking It is a technology that allows users to track their gaze to obtain data on things like: what are they looking at? What catches your attention? Do you look at advertising? Does that button really see it? What word makes someone decide to read a text? and to be able to make decisions based on that data. It also has applications in the field of psychology and optics, but above all it is in digital marketing and specifically in usability and user experience where it is most used.
How does an eyetracker work?
Basically it is a computer monitor with an infrared ray emitter that illuminates the user's face (without the user noticing anything) and with a camera (that the user does not see that it is there either) in which the eyetracker You can see the reflection of the infrared in the user's pupils, and therefore, by triangulating the position of the pupils in front of the screen, you can know what the user is looking at.
In this video it is very well explained (if you do not understand French, activate the subtitles in Spanish or in your native language)
There's also eyetrackers embedded in glasses and portable devices that facilitate analysis of eyetracking when you're studying something that is not on a screen such as linear products from a supermarket or the dashboard of a car.
Why is a EyeTracker used in Digital Marketing?
Como he comentado en el primer párrafo, es especialmente útil para comprobar la usabilidad de un sitio web. En este vídeo que verás bajo estas líneas estaba yo testeando si los usuarios podían encontrar fácilmente las fichas de los apartamentos que el sitio web deseaba alquilar. Verás como tras más de un minuto, el usuario testeado aún no ha encontrado las fichas de los apartamentos. También es curioso ver en este vídeo como el usuario se distrae cada vez que el slider de la web cambia. Cosa que es normal y está bien porqué los sliders se incluyen en la cabecera de las webs para mostrar la propuesta de valor de la empresa, así que es correcto que hagan que la mirada del usuario vaya hacia allí… aunque una vez dentro del sitio web, ya no deberíamos distraer más al usuario, por esta razón sólo se incluyen en la página de inicio.
How Eyetracking used in Content Marketing?
It can also be used for related topics content marketingFor example, to see what word makes when we read diagonally finally decide it is worthwhile or not read a text. Or on an AdWords ad that will be seen above, what word it draws attention and makes the user read the ad and possibly click on it.
Here I leave 4 links that can help you better understand the use of the eyetracking in this last field:
- The first is a study I did in 2005 about how reading a news website men and women and whether or banners are not seen: Eyetracking_Media_Espana
- The second is a study of the words must contain the Adwords to attract attention. The study I did in 2009 but the results are still valid although Adwords are no longer on the right side and now are only at the top of search pages: Eyetracking Search Marketing
- Here you will find an article I wrote in 2009 on the Eyetracking and Golden Triangle Google in relation to SEO (Article also remains valid today).
- And here, information eyetracker I use for these analyzes: Tobii Eyetracker
I hope this information will be useful.
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