One of the beauties of the Internet era is the data we can see on direct consumer behaviors. Heat maps and website analytics can allow us to see how consumers actually act.
However, unconscious behaviors, the kind that lead to actions taken on a site or app, continue to elude us. RealEye wants to change that.
The RealEye software uses “webcam eye-tracking software you are able to follow your user’s eyes and see exactly what they see while looking at your website.”
This way, you can see what people study (and don’t study) before they engage an action on a specific page.
Because this tech is tied to a webcam, you aren’t limited to testing on web pages. According to a comment from creator Adam Cellary, “you can test layouts (png/jpeg) and based on results – correct your designs!”
The company utilizes a vetted pool of testers to review sites with the software, and the data is sent back to customers for their analysis. Customers pay for frequency of access to that test group.
Now, some of you may be thinking, “that’s a lot of sensitive data on someone’s face being recorded. What about the privacy issues associated with that?”
Thankfully, the product doesn’t collect recordings.
Instead, it records behavior as data points. The point on the page where users look is logged on an x/y axis, along with time spent looking at that particular coordinate. The app also tracks scroll offset.
Because this data is set up as raw numbers, privacy is protected and the data can be easily migrated into a heat map format.
A/B testing is the most obvious application. If you want to see which product page layout leads to a better conversion rate, RealEye provides some of the most accurate data on how consumers perceive each design.
That’s because users can’t “cheat” this kind of testing.
Using the eye mapping data, you can see which page features instantly draw in your users.
Right now, the most effective testing results are found on desktop. Because mobile screens are so small, it is hard to find meaningful variety in user behavior using those results.
One would imagine this will change down the road.