Eyetracking is overrated
Eye tracking is overrated. Experts want you to believe that using eye tracking you are guaranteed of amazing conversion ratio’s and that simply is not true.
Eye tracking should not be taken as seriously
Nobody can guarantee conversion, just lik no one can guarantee anything is search engine optimization.
Eye tracking can be an indication, or perhaps a slight clue as to what uses might do, but out there in the real world users behave different than in the UX lab. Users are in a hurry, are angry, are tired or just had a really good experience on the site of you competitor.
We need more performance based design. Design stuff with common sense, craftmanship and based on proven experience and the TEST. No not in a lab, in the real world, release early and often. Measure, analyze, modify and measure again. That’s the only way to the top. A/B tests & multivariate tests are your best friends.
Oh – and never stop testing. No website is ever finished. If it is, it should be taken offline and deleted.
So – had to get that of my chest ;)
Eye tracking is sometimes taken too seriously – good article Hans!