Eye tracking allows websites to view what their consumer is looking at and how long their eyes stare at a certain location on the page. We were discussing in class about an online dating site and we discovered how common it is for men to look at the image of females whereas women were viewing the information of the men. In the image you can notice the colors red, green and yellow, these colors indicate how long the consumer was staring at the screen. The red indicates where the consumers eyes looked the most, whereas green indicated the least. Eye tracking gathers and visualizes data through the view of an eye. Eye tracking and Heat Maps are very beneficial to Digital Marketing, being able to see what viewers are looking at on your page is very interesting to me.
