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VisualEyes vs Eye tracking

Dimitris Raptis
June 18th, 2020 · 3 min read

Nowadays, eye tracking is commonly used in marketing and user experience (UX) fields to help researches see through their customers. Eye tracking provides valuable insights and professionals are willing to sacrifice many resources and time to acquire them. However, VisualEyes is a reliable and effective eye tracking alternative that can save you money, and most importantly time.

What is eye tracking?

Eye tracking is the process of identifying where people look at. It is commonly used in a variety of research, for instance marketing research and usability testing, to help researchers understand which elements of a webpage or an advertisement draw people’s attention. Eye tracking studies provides rich information about the way platforms and services are used and reveal usability flaws.

Most eye tracking are carried out by an eye tracker and take place in a specialized laboratory. In that way, the researcher is able to observe the participant expression and come to safer conclusions.

In the past few years, the technological progress allowed the opportunity to conduct remote eye tracking studies via a simple webcam. Thus, the researcher can recruit people faster and collect a wider array of personas.

The data from an eye tracking study may indicate that users are spending more time fixating on a specific element, but it can’t inform us why. Only separate user interviews, surveys and qualitative methods can discover this information.

What is VisualEyes?

VisualEyes is a predictive eye-tracking alternative solution. VisualEyes simulates user behavior and specify where users will look in you designs. One of the core features of VisualEyes is the ability to predicts the attention distribution within the first seconds of a user’s visit to a webpage, creative or platform.

The basic benefit of VisualEyes is instant access to these rich insights. The analysis of a website lasts no more than 5 seconds and it costs almost x500 times less than an average eye tracking study.

visualeyes vs eyetracking

A detailed comparison of eye tracking studies with VisualEyes app is available below:

1. VisualEyes is precise

VisualEyes utilizes historical eye tracking data from over 10,000 data points to form the algorithms that predict human attention. The official accuracy of the attention models is 86% and do our best to make it even better day by day.

But how precise is an accuracy of 86%? Feel free to make your own assumptions by analyzing the following comparisons. The images depict the results from VisualEyes versus the real eye-tracking studies:

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2. VisualEyes is faster

Setting up an in-person eye-tracking study can be a real pain. Normally the process can last from days to weeks. Even the results need a couple of time to be processed and be available.

The basic steps to host an eye-tracking study include renting a dedicated space/room, recruiting participants, figure out ways to eliminate unpunctual participants, define the tasks and facilitate the study.

Eye tracking is a lengthy process. If you’re performing qualitative eye tracking tests and are going to manually review each recording, 5 testers will do the job. However, for other studies, such as heat maps, you’ll want to recruit at least 39 participants for a better range

On the other hand, by using VisualEyes your only concern is to upload the design and wait for the algorithm to process the design. The average processing time is less than 5 seconds.

3. VisualEyes is affordable

A professional eye-tracking system could cost you around $10,000, which is a big investment for individuals. Apart from eye-tracker, the room’s rent and the recruiting fees may apply in each study and increase your budget.

VisualEyes offers a transparent pricing that allows you to run unlimited screen tests starting from the flat fee of $17 per month.

4. VisualEyes needs one-click setup!

Another common frustration for researchers is the experiment’s setup. The room needs to be prepared and the whole process should run flawlessly. All these actions take time and introduce unnecessary hassle to the moderator.

With VisualEyes, the only required setup is to upload your image to our platform. Nowadays, even by visiting an external platform, you can lose your focus. That’s why we offer design tool plugins to embrace your workflow.

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