Eye Tracking for Better Creative

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OneUpWeb today announced the launch of their eye tracking service. For those not familiar with eye tracking, it is a process of measuring where users look or the motion of an eye relative to the head and essentially measure eye positions and movements.

Eye tracking technologies are used often in the tech environment to track the effectiveness of different advertising media - from web pages to banner ads and pretty much everything in between. What those utilizing eye tracking learn about are the visual behaviors of consumers while interacting with "creative".

"Eye Tracking enables us to observe the physiological movements of the human eye and analyze the psychological implications of those movements," explains Oneupweb CEO Lisa Wehr. "In basic terms, it allows us to look at a website through the eyes of a typical visitor to see what's attracting them and what they're ignoring."

The benefits are wide reaching and can provide insights into how to improve layout and design of Web pages, refine navigation and functionality, facilitate increase clicking, etc. "The result is really the best possible creative," says Wehr. "This means optimal design that improves communication and, ultimately, facilitates increased clicking where you want your customers to click."

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