Web Marketing Term:
Eye Tracking: Eye tracking is a technique used in cognitive science,
psychology (notably psycholinguistics), human-computer
interaction (HCI), advertising, medical research, and other
areas. A camera focuses on one or both eyes and records
their movement as the viewer looks at some kind of stimulus.
Most modern eye-trackers use contrast to locate the
center of the pupil and use infrared beams to create a corneal
reflection, and the triangulation of both to determine
the fixation point. Eye movements are typically divided into
fixations and saccades, when the eye gaze pauses in a
certain position, and when it moves to another position,
respectively. The resulting series of fixations and saccades
is called a scanpath. Most information from the eye is
made available during a fixation, but not during a saccade.
The locations of fixations along a scanpath show what
information loci on the stimulus were processed during
an eye tracking session.
B Line Marketing offers custom
eye tracking studies to help you determine how your target
audience 'sees' your web site and what areas are not being
seen. Knowing this helps decipher which part of a web site
needs work to help drive conversions or leads.
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