Understanding the Value of Eye Tracking in User Experience Research
Tuesday, August 31, 2021
User experience (UX) remains a highly vital aspect of modern digital businesses. By understanding the concerns and preferences of customers, your business can tailor the most impactful solutions that keep customers consistently satisfied. However, with remote content, companies often face challenges in interpreting and understanding the genuine sentiments of customers.
There is a barrier in terms of transparency - where businesses lack a surefire means of understanding the UX of their customers.
While remote user-testing frameworks such as surveys may provide a snapshot of customer preferences, there are no foolproof methods to authenticate the feedback. Alternatively, emerging biometric tracking technology such as eye-tracking/face recognition can provide a reliable source of UX data by assessing unbiased and precise biological responses.
The Growing Value of User Experience
UX is a priority for online businesses because of its correlation with user needs. Through quality UX, your business can efficiently identify and resolve specific customer pain points based on their perspectives and stage of the buyer journey. Comparatively, standard eCommerce approaches may seem to disregard customer preferences, leaving a lackluster or undesirable impression.
With a systematic UX strategy in place, your business can look forward to customer engagement, improved revenue, and increased customer lifetime values (CLVs). While the concept of UX seems straightforward - to identify customer needs and fulfill them - the execution proves complex for many businesses.
While businesses may measure UX efficiency based on customer metrics such as site views, purchases, and timestamps, they may still paint an incomplete picture. With biometric analytics like eye-tracking and facial recognition, you can gain UX insights in real time to drive the most effective business strategies.
Biometric Combines Qualitative and Quantitative User Responses
An effective UX initiative identifies two types of user activity. These are: the qualitative (emotions and deep-rooted feelings that drive customer behavior) and the quantitative (measurable actions/metrics while customers browse a website). Through eye-tracking science, your business can establish a sturdy bridge between the "what" and the "why" in UX activities.
In UX technology, experts term the phenomenon as generative and evaluative customer research (1). The former enables you to build the right thing while the latter helps your business build things right. For the best UX outcomes, you will need to strike a balance between both aspects to satisfy the needs and curiosity of customers.
An Objective Process
Eye-tracking provides your business with comprehensive and reliable information on customer UX by assessing various natural responses from eye movements, pupil size, and visual attention (2). For example, users who exhibit fixations (eyes stop moving to process visual information) and a conscious decision to look at a specific object on their screen might suggest high levels of engagement.
Eye Tracking Demystified
Eye-tracking technology involves advanced algorithms that evaluate captured images of the eye via multi-layered intelligent user applications. Essentially, eye-tracking technology optimizes remote user-testing via an intuitive, hands-free alternative that provides your online business with newfound customer insights.
Online customers may juggle multiple devices as they browse your websites, such as a tablet for note-taking, a smartphone, and the computer keyboard. Therefore, a hands-based input device may seem impractical and inaccessible in some UX-tracking scenarios. Alternatively, eye tracking functions via a hands-free approach, enabling your business to make the most out of user interactions across your webpage at all times.
While eye-tracking technology can achieve significant UX progress on its own, you may stack it with other conventional input modalities for improved results. By doing so, you can pave the way for groundbreaking customer interfaces that keep users engaged and dedicated to your business offerings.
Deeper Understanding of Customer Behavior
The advanced algorithms within eye-tracking systems provide your business with unique insights from the high-tech interpretation of eye movements. Through sophisticated AI and machine learning capabilities, you can accurately infer the level of interest of each customer, identify the issues that abound, and enhance your website without delay.
Where Do I Begin?
Cube enables you to apply eye-tracking technology as soon as today directly through your customer's phone, tablet, and computer cameras. With Cube's remote technology, there is no manual installation of sensors required to elevate your user experience research. By reaching out to a trusted eye-tracking specialist like Cube, you can confidently take the first step toward transformational UX change.
Cube's solutions are highly intuitive, so users do not face limited/restricted eye-tracking processes. The solution functions directly from users' cameras without bulky attachments (e.g., headboxes).
Our specialists will provide you with the programs, setup instructions, and technical support to benefit from seamless eye-tracking insights. For example, you may efficiently integrate eye-tracking features in workplace computers and public point-of-sale service stations. Furthermore, our experts will also support you with the ethical aspects of eye-tracking, guiding your business through user clauses, best practices, and data regulations.
Reach out to a Cube Specialist to become a pioneer in the world of eye-tracking tech and elevate your customer experience strategies to new heights today!
(1) Kaciewise (2020, July).Entering into UX Research as a Design Professional. Retrieved from https://tinyurl.com/3rxp98hs.
(2) Eyeware (2019, August 6). Understanding Eye Tracking & How it Can Work for You: Definitions, Metrics, and Applications. Retrieved from https://tinyurl.com/3xy4cavx.