In digital marketing, the term refers to monitoring and recording eye-movements on the website. The test is executed via a particular device called an eye-tracker that determines human pupils, the sight's location, and registers all its movements. The gained data is saved into the gadget.


The method helps to understand:


  1. How convenient and precise the website's navigation system is
  2. How efficient banner ads is
  3. What elements do attract the most attention, what pieces remain unseen
  4. The action sequence in task complement
  5. The emotional reaction for a particular part of the website (through measurement of pupil's diameter)

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