Virtually all companies want to make their websites as effective as possible.  We’re frequently hired to conduct research to learn how customers and prospects interact with a website, whether they understand it, and how easy it is for them to do what the company hopes they will do (make a purchase, ask for information, etc.).

We typically conduct one-on-one observation and interview sessions, where we observe users interact with a website and then discuss the website with them.  We sometimes even conduct focus groups where the site is projected on a large screen and we discuss it as a group (this works well when the overall concept of the site needs to be explored).

But we have another method in our arsenal which can uncover valuable insights: eye tracking.  With eye tracking, research participants wear a lightweight device that looks like a large pair of glasses.  The device records exactly where they look on the page, in what order, and for how long.  When the results are aggregated, we obtain a clear picture of which elements of a website capture respondents’ attention and which don’t.

The research incorporates both eye tracking and an interview, so we learn not only what captures respondents’ attention, but why it captures their attention.

The technology for eye tracking is less expensive than it used to be.  And since respondents tend to be rather consistent, it’s not necessary to conduct this research with a large sample.  For example, a typical project, including sessions with 12 respondents over the course of two days can cost in the vicinity of $30,000 and provide rich input to lead to a vastly improved (and more profitable) website.

To discuss ways to learn how to make your website more effective, call Bureau West at (818) 752-7210.  In addition to website effectiveness research, we conduct focus groups, online focus groups and one-on-one interviews.  We encourage clients to call us early when considering research, so we can provide advice on the best methodology to achieve the research objectives.