Eyetracking is a method of measuring where users look—and for how long—when they interact with a website, ad, or screen. It’s a powerful tool in UX (user experience) and conversion design, because it reveals what grabs attention and what gets ignored.
Instead of asking users what they noticed, you track their gaze and see the truth.
How eyetracking works
Eyetracking uses:
- Hardware (like infrared cameras or glasses) to follow eye movement
- Software to turn that data into visual maps (like heatmaps or gaze plots)
Most eyetracking studies are done in labs or using remote technology. But today, tools like Hotjar and Microsoft Clarity use simulated eyetracking based on cursor movement and behavior patterns.
What it reveals
- What users see first (and what they skip)
- How long they spend on key elements
- How they scan vs. read
- Whether CTAs and headlines are noticed
- If visual hierarchy matches expectations
Why it matters
- Improve layouts: Place key info where the eye naturally goes.
- Test headlines and CTAs: See if your messaging grabs attention.
- Fix distractions: Spot areas that are unintentionally pulling focus.
- Boost conversions: Design pages that guide attention toward action.
Famous insights from eyetracking studies
- People often scan pages in an F-pattern (especially on desktop).
- Faces, arrows, and bold headlines attract attention quickly.
- Too many competing elements = confusion and drop-off.
Bottom line
Eyetracking helps you design not just for appearance—but for how people actually look. When you know what your visitors focus on, you can guide their attention, reduce friction, and create pages that convert.
