How eyetracking can improve your Webpage design

You spent hours making your design perfect. The images have been meticulously Photoshopped. The calls-to-action have been revised and refined countless times. You know exactly where you want the user’s eye to land and precisely how you want it to move. And with the emergence of eye-tracking technology, it’s finally possible to know whether or not it actually works.

Using cutting-edge neurotechnology, eye-tracking studies record the movement of users’ eyes across Web pages. The resulting heat maps show “hot zones” of the design elements and page areas where attention lingered most.

“Technology has made it fairly easy to measure where people look,” says Kurtis Morrison, vice president of client services at EyeQuant. “EyeQuant has made it extremely easy to validate your design ideas in just a few seconds.” Morrison was kind enough to let us pick his brain about how eye tracking can lead to more effective web design.