These general tests have shown some interesting results.
In most cases they have backed up our hypothesis and shown that subtle changes to a design can have a big impact on how a user engages with a page. It is also good to have these ideas backed up with real evidence, rather than just assuming them to be true across the board.
The test on their own do not necessarily tell us which variation of each design is the ‘best’. That is still open to interpretation as users focusing on your call to action buttons does not automatically mean that they are more likely to make that purchase. They do however give us some useful information on what draws a user’s attention on each design which we would not be able to get from traditional user testing or website analytics.
Want to find out more about eye tracking? Contact us to find out how eye tracking can help improve your designs.