Website Usability

Understanding the usability and effectiveness of web pages is easier using an established research method like eye tracking. Identifying design and functionality problems increases conversions and performance.

Test and understand

Add eye tracking to usability testing and see exactly what a user is looking at—or not looking at— in real-time when navigating your site. By studying what the user sees, you can identify the mechanisms and processes behind why they stop certain tasks and gather clues about how to fix the problem. These sticking points are often easy to fix and have a high impact on improving conversion rates and sales figures.

Measure and define issues

Website performance indicators like bounce rates and conversion rates are continuously monitored by website managers. Traffic flow analysis can alert you to efficiency and usage issues. However, while these kinds of metrics can locate issues in user interaction, they don't necessarily provide information about why these problems arise or how to fix them.

Optimizing User Experience and Advertising Research with Eye Tracking

Eye tracking data provides an in-depth look into the minds of consumers. This video outlines how attention data can be collected in dynamic environments including the home, office, or on the go - on multiple screens and devices. The insights obtained from eye tracking research help create effective user interfaces and advertisements. 

Gain instant insights

Inviting your clients to view a live session can have huge impact. They can see for themselves how the user is experiencing their website and carrying out important tasks, like finding content or purchasing products. This can be a valuable and revealing experience, as well as an effective way for designers and clients to arrive at a shared understanding of the issues and the potential pathways to a solution.

Analyze for deep insights


Embracing a quantitative research methodology to test the user experience of your web-site allows for aggregation of eye tracking data from multiple user tests. With the tools from Tobii Pro, you can gain insights from visualizations such as heat maps and perform advanced analysis of eye tracking data.

Usability tests with live viewing fit well with the scrum methodology. Running small tests in each sprint improves the usability and enhances the quality of the end result.

Thor Fredrik Eie, User Experience Manager, Bouvet


KLM Valsplat

For the redesign of their electronic booking tool, KLM adopted a user-centered approach in their testing. The usability research was boosted using eye tracking. Despite the economic downturn at the time, their new online travel ticket system increased KLM's conversion rate by about 30%. Read more

Holiday Autos

Holiday Autos, an online car rental firm, tested and developed a new interface for their online booking service in order to increase sales in a competitive industry. The company's usability research with eye tracking enabled them to drastically reduce the typical ordering time by two-thirds and increase their customer conversion rate by 20%. Read more


Concept7 has worked with Tobii Pro Insight Research Services on a number of studies, including research for a global consumer electronics brand whose needs stretched across the globe. This client wanted to better understand the behavior of shoppers who went online purchase a product. Read more

Products and services

Tobii Pro offers eye tracking solutions for usability testing in the lab or in the real world. For many projects, a controlled environment, such as a testing facility, offers a consistent setting and the ability to monitor the experience. Other studies, where the context of use is critical, benefit from being conducted in authentic environments.

We offer hardware and software, along with a portfolio of training and support for customers who wish to develop in-house testing capabilities and own their eye tracking systems.

For researchers who would rather purchase this methodology as a service, we have a team to conduct eye tracking-centered usability studies, from design and recruitment to execution and analysis. Read more

  • Gwizdka, J. (2018). Inferring Web Page Relevance Using Pupillometry and Single Channel EEG. In F. D. Davis, R. Riedl, J. vom Brocke, P.-M. Léger, & A. B. Randolph (Eds.), Information Systems and Neuroscience (Vol. 25, pp. 175–183). Cham: Springer International Publishing.
  • Clark, J. C., & Yeager, K. (2017). Seek and You Shall Find? An Observational Study of Music Students’ Library Catalog Search Behavior. The Journal of Academic Librarianship.
  • Mou, J., & Shin, D. (2018). Effects of social popularity and time scarcity on online consumer behaviour regarding smart healthcare products: An eye-tracking approach. Computers in Human Behavior, 78, 74–89.

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