The results collected by the eye tracker can be displayed in different ways: animated, static, heat map or blind spot maps.
We will focus on heat maps since they are one of the most common ways to visualize the information obtained.
Using a color code we can understand user behavior
Warm colors (red and orange) represent the points of greatest interest; yellow is an intermediate value; and cool colors, such as green and blue, represent the points of least relevance.
Tip #2: It is just as important to assess hot spots as cold spots, because they will give us very valuable information.
Sometimes it’s not just what the user sees that matters, but also what they don’t see and why they don’t see it.
What kind of information can be extracted using eye tracking?
In general terms, we will be able to know what sparks the user’s interest and what does not .
From here, we must take into account these taiwan data premises:
- If what we consider important coincides with what the user sees.
So, we’re doing well.
- Whether what the user is looking at is really interesting or is it a distraction along the way.
You have to be careful and analyze.
- If you find it interesting and it has usa phone number list not been taken into account.
An opportunity is in the air.
These premises are also essential for our case.
Where does our suspect focus his/her interest?
And where should it be focused and it isn’t?
Representation and interpretation of eye tracker results
Is Fernandito really a focal point or a mere distraction?
It is curious that if the suspect is being questioned solve the mystery of your content strategy about the theft of the painting, he or she barely stops to look at it.
It is also interesting to see where he does stop his gaze.
Let’s continue…
How to use eye tracking and heat maps in your content strategy
Eye tracking as such is a technique that is not accessible taiwan data to everyone, but fortunately, the concept and technology have evolved and today we have tools that allow us to analyze the behavior of digital users: heatmaps .
Tools like Google Analytics provide us with quantitative data on the behavior of our users; heatmaps, on the other hand, represent qualitative analysis.
By combining both we can obtain a global vision and an accurate behavior pattern.