Is Eyetracking Web Usability Going Mainstream?

Tobii and Lenovo are teaming up for the ultimate eyetracking web usability experiment.

Windows 7 Lenovo Laptop + Tobii Built-in Eye Sensor = Eye-Controlled Laptop!

This new technology, being tried and tested for its hopeful 2013 release, will allow users to zoom, scroll, as well as dim and brighten content on their screens using only their eyes. Besides being extremely innovative and, well, really cool, what impact could these laptops have on the web analytics community as an eye-tracking tool?

Eyetracking Web Usability and Mouse Tracking

Eye tracking, as it stands now, is the web usability testing method of choice for big name enterprises with mucho $$$ to spare, such as Google. Cameras and specialist software are used to track where the eyes of internet users land on a webpage.

However, for most businesses out there that cannot afford eyetracking web usability testing, mouse tracking is the less expensive and most effective alternative. 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.

Ideally, it is recommended to use both forms of usability testing to gain the most amount of data detailing how visitors use and engage with your site.

Eye Tracking and Mouse Tracking let you perform accurate usability testing on your visitors.

Moving into Mainstream?

The arrival of these Lenovo laptop “lookers” might just push eye tracking into mainstream web usability usage. Although they will probably come with their own hefty price tags, their accessibility should expose eye tracking to a larger audience of online businesses. This is great news, as any website, big or small, deserves easy access to a smart variety of usability testing tools. If the high quality precision and performance proves true for these laptops, many websites can enjoy both the benefits of mouse and eyetracking web usability in the near future :-)