What kind of information can be extracted using eye tracking?

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In general terms, we will be able to know what sparks the user's interest and what does not .

From here, we must take into account these premises:

If what we consider important coincides with what the user sees.

So, we're doing well.

Whether what the user is looking at is really interesting or is it a distraction along the way.

You have to be careful and analyze.

If you find it interesting and it has not been taken into account.

An opportunity is in the air.

These premises are also essential for our case.

Where does our suspect focus his/her interest?

And where should it be focused and it isn't?

Is Fernandito really a focal point or a mere dis dubai number for whatsapp traction?

It is curious that if the suspect is being questioned about the theft of the painting, he or she barely stops to look at it.

It is also interesting to see where he does stop his gaze.

Let's continue...

How to use eye tracking and heat maps in your content strategy
Eye tracking as such is a technique that is not accessible to everyone, but fortunately, the concept and technology have evolved and today we have tools that allow us to analyze the behavior of digital users: heatmaps .

Tools like Google Analytics provide us with quantitative data on the behavior of our users; heatmaps, on the other hand, represent qualitative analysis.

By combining both we can obtain a global vision and an accurate behavior pattern.

Types of heat maps
There are three types of heatmaps:

Scroll map
It shows us the behavior of users when scrolling; which parts they view and which ones they abandon.

Click map
A heat map collects each of the clicks that our users have made on the website.

Motion map or movemap
These are the movements that the user makes with the cursor.

According to a study by Carnegie Mellon University, there is an 84% correlation between eye and cursor movement.

Heat maps applied to content
Heatmaps allow us to understand how people interact with our content.

They tell us which parts of our content are of most and least interest.

Depending on the type of map, we will know where they click or where they hover (and are looking); or with the scroll, which is the most viewed part of our content or when they stop reading.

If we know when the reader drops off, we can do something about it with a turning point, a change of format, or a new section or headline that will reawaken their interest.