It's All in the Eye of the User: How eye tracking can help answer usability questions

Abstract

You conducted a usability study and found that users did not click on the only task-relevant link on the page. Did they not notice the link? Were they distracted by other elements? Did they see the link but not read the label? Did they read the label but not understand its meaning? What will you recommend? Increasing link visibility, decreasing page clutter, or changing the link label? Eye tracking can help answer these questions, filling the gaps left by conventional data collection methods.

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