How will an eye-tracking app website boost your business?

28th September 2021


Eye-tracking is a term used to describe recording and analyzing how people view your website using several tools that trace eye movements. Collecting this crucial data over time can give precious insight into understanding what works or doesn’t work for your website or your app.

How is eye-tracking done?

Eye-tracking is subject to thoroughly conducted research that tracks the subject’s iris and can be done in the following 3 ways:

  • Screen-based eye-tracking devices that attach to a computer screen/ monitor
  • Eye-tracking glasses on subjects
  • Eye tracker webcams facing subjects

How can it help you develop a custom mobile app?

Getting research done in this field can help you understand your strong points and the areas that need to be worked on. This is especially beneficial if you’re creating a custom mobile app to see how your custom design might fare with your audiences.

Saves Time

When you are in the process of custom mobile app development, time is crucial. Not only because you want the first to market advantage but also that ensures that you get enough time to work on testing & feedback to fine-tune your app. If you’re struggling because you need to keep going back to change your designs, it won’t be a very efficient use of your time. On the other hand, if you start with a good amount of research in hand, including but not limited to eye-tracking, it gives you a substantial base to create a successful UI/UX design for your custom mobile app.

Saves Money

Saving time, saves money! Eye-tracking helps avoid designs and functions that might seem irrelevant or not as appealing to your users. By doing so, you can focus on the areas the research brings to you and create a custom mobile app that is less likely to go through multiple rounds of changes and edits, thereby saving you money spent on those changes.

Optimized Branding

A good app is always branded for good recall value. But how much is too much? Or how minimal is too minimal? These are two questions that you might catch yourself thinking about. With eye-tracking research in place, you get a clearer picture of what branding might work better for your specific audiences. A/B testing is one way to figure out the best way between alternatives that you can try. Once you know what works best, you can instruct your team to create the right sorta branded graphics or you can create them yourself by using services like Canva or Figma.

How will eye-tracking help marketing campaigns?

When you know how to grab your customers’ attention and make the information flow correctly, they are more likely to convert faster! How can you optimise the campaigns to fit into the research? Here are a few ways to work with the general eye-tracking research available before you can get any customized for your mobile app.

Use the ‘Fold’ smartly i.e. while it’s generally a smart idea to keep your Call-To-Actions above the ‘fold’, research now shows that users are more willing to navigate around when shown the right kind of cues. Use them to your benefit.

Make an impact with visuals. Using images and graphic elements can greatly influence the design hierarchy of a page. It can make or break the messaging by bringing focus to important things. Use them in a manner to create a smooth flow for the user and you’ll see longer navigation times.

The Contrast Principle dictates that when a user feels empowered with the option to see ‘the difference’ they are more likely to be convinced of it. A simple example of this is to show pre-sale prices as slashed prices with the lower prices highlighted under it.

An F-shaped reading pattern is what usually comes up as the most read pattern amongst several eye-tracking researches. Making it an ideal pattern to place all your text and important messaging in.

Directional cues like arrows or lines shouldn’t be underestimated as they can subconsciously drive behavior of a user on your custom mobile app. They make navigation easier & smoother, thereby making it a pleasant experience for your users.

Design hierarchy should be based on eye-tracking research data like heatmaps. Wherever the customer is most likely to engage with the most is where your Call-To-Actions should be. Followed by titles, important text, subtext, etc., in the respective order. This can be established using sizing, colors or even transparency and can greatly dictate the impact of a customer’s journey on your custom mobile app.

When you plan and strategically place your campaigns using these pointers in mind, you’re way more likely to get the kind of results you hope to get from your custom mobile app. In the long run this will not just help in tapping more business but also help it grow by giving insights relevant to you and your business. An eye-tracking optimized app will lead to better usage and happier customers. Get started on your app now with Valere! If you have the app’s budget on your mind then use our App Development Cost Calculator to get your estimate and start building the mobile app of your dreams!


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