Eye tracking is a form of measuring a user’s gaze, though eye tracking we are able to tell what a user looks at, what they miss and what their eye linger on. This is helpful for designers as it allows them to see what parts of their designs work and areas that need improving. Eye tracking helps the designer to better understand their user and what draws a user’s attention, the designer is then able to use this information to improve/ create their design so that it draws in the user and directs their eye across the page.
Reference: http://www.useit.com/eyetracking/
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