Eye Tracking
01 Definition
Eye Tracking meaning: Measuring where and how long people look on a screen using specialized equipment.
Eye tracking uses cameras or sensors to record where a person looks, in what order, and for how long. It produces gaze paths and attention heatmaps. It gives direct attention data but needs special equipment, controlled sessions, and small samples, so it is costly and harder to scale than click or mouse data.
Also called
Why it matters
How Eye Tracking fits the work
Eye tracking shows what actually draws the eye, helping teams learn whether key elements get noticed and in what order people take in a page.
In context
An eye-tracking study found participants skipped the banner entirely, confirming banner blindness and prompting the team to move the offer into the content.
Practical note
Sessions are usually small and lab-based, so results may not represent all users; looking at something also does not confirm the person understood or valued it.