Controlled environment. Your visitors are asked to carry out pre-determined tasks. You can therefore define exactly what to test and know the objectives of your testers.
100% accuracy. Find out exactly what the testers look at on the page.
As with any process, each method of testing comes with its advantages and disadvantages.
Example of the mouse following the eye in the vertical direction on a Google search page, plotting the Y coordinate against time. Г ВYGoogle, 2008
Research has shown that when both methods of testing are conducted simultaneously, there is an 84%-88% correlation in the results . In addition, both the eye and mouse move to relatively the same rhythm and focus in on the same page content . Both eye and mouse tracking analytics deliver valuable information about how your visitors are engaging with your website. This is vital to work out what changes you need to make in order to benefit your visitors’ experience and your ROI.
Heatmaps created using traditional eye tracking (left) and mouse tracking (right)
Usability studies have been and continue to be a key method for testing and optimizing website usability.Г ВP Both laboratory eye tracking and remote mouse tracking studies offer businesses accurate and actionable results. Eye tracking, as used by top enterprises such as Google, uses cameras and specialist software to track where the eyes of internet users land on a webpage. Mouse tracking analytics follows the mouse movements of an internet user to simulate eye movement on a webpage.Г ВP Over the last few years, mouse tracking has greatly matured, developing features and achieving accuracy that make it a credible alternative to eye tracking.
Eye Tracking vs. Mouse Tracking Analytics | ClickTale Blog
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