Customer Relevance

Usability Studies

Eyetracking

Traditional Focus Groups

Online Focus Groups

Contextual Interviews

Eyetracking Overview: Survey your customers as they view your site

As one of first firms in the US to start conducting second-generation eyetracking research without headgear, Customer Relevance Eyetracking technology is used in the form of stand-alone studies OR in addition to planned usability tests. It utilizes non-cumbersome, infrared eyetracking software to track the progress of a visitor’s eyes on your website. The process reaches a deep level in identifying scanning, reading, examination and avoidance behavior. The impact of these behaviors on product sales, brand communication and merchandising can now be analyzed using verified quantitative data.

How does Eyetracking work?

Eyetracking sessions look very much like standard usability studies, although with specialized, proprietary eyetracking technology. We start the session by calibrating the research participants using the system which takes a few minutes and then they proceed to do tasks as they normally would.
Customer Relevance eyetracking studies will show you what parts of your web pages are actually viewed by your customers. Internal creative teams often have much debate about how customers will view a page or a given feature. If the customer doesn’t see it on the page, then it doesn’t exist.

Sample Heat Map:

View full heat map explanation

Sample Eyetracking Clip:

Download WMV (11.5MB)

Eyetracking can provide objective quantitative data into a subjective design process. Our eyetracking studies will help give your creative and product development teams better insight into how your pages are viewed by customers. This allows your teams to design a more effective page layout that better meets your customers’ needs.

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The Benefits of Eyetracking
Eyetracking results in a deep understanding of scanning patterns, reading, examination, and avoidance behavior. Also, the impact of these behaviors on product sales, brand communication and merchandising can now be analyzed using verified quantitative data from aggregated user interviews. As a result, our clients have a more quantifiable and accurate interpretation of actual behavior. Combined with subjective findings, eyetracking results paint a more detailed picture of the user experience. Customer Relevance will provide you with everything you need to conduct an eyetracking analysis. Our experienced moderators and analysts will work directly with your organization to ensure objectives are met for your study.

Our process includes the following:
Identification of Study Format and Business Objectives Location Scouting Recruitment of Test Participants Data Collection (Test Execution) Initial Results Assessment Final Results and Recommendations
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Our Eyetracking Research Approach
We offer four different Eyetracking study options:
1. Industry Benchmark Study This study is used to determine consumer behavior on competitive sites. Test participants are asked to browse a selection of 5-10 sites (yours included) as they normally would. In addition, they are asked to complete 2-3 very high level tasks. Deliverables: Identification of performance gaps between client site and competition Identification of "best of breed" creative/user interface features Assessment of quality level of site, thereby identifying whether the site itself is a problem or whether something else (such as search engine marketing) is limiting site success

2. Competitive Comparison Study Similar to the Industry Benchmark Study, this study is focused on fewer sites, but more detailed tasks. Test participants are provided with 5-10 highly specific tasks to perform on 2-4 competing web sites. Deliverables: Evaluation of the competitive process of a particular user interface pathway (e.g. account setup process) Assessment of the value of individual features and visual elements on competitor sites (addressing possible adoption) Ability to benchmark against specific competitors in specific markets or user groups (e.g. Expedia vs. Orbitz and United for 30-40 year old 50,000+ mile business travelers)

3. Discovery Study This study is used to discover high-level usability or communications barriers on the site. It is performed on your site only. Users receive little direction as to what tasks they need to perform on the site. Deliverables: Evaluation of the impact of new features and content including white space and/or misplaced features and functions. Identification of problem areas within a particular user interface pathway (e.g. checkout process) Identification of successful formats and data structures

4. Creative Comparison Study A multi-day study used to compare "competing" creative concepts on composite or prototype versions of your websites. Test participants receive specific tasks for completion. Results from each day of eyetracking are revised quickly and retested again, allowing you to mitigate identified flaws with the site design(s) and provide improved versions to the next test participants. Deliverables: Iterative improvement of new design concepts Targeted remediation of specific business barriers related to usability Objective determination of the “best” concept

Contact us today to find out how Customer Relevance can show you what your customers are looking at, and most importantly, what they avoid!
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