Eye tracking keeps getting better for advertisers and website owners.Â And now, iPad app developers are getting into the mix.Â While there’s long been a number of free or moderate to low-cost tools to help content creators better understand how their customers visually engage with the design of their content, the mediums we use to communicate with our constituents continue to change.Â A new service from GazeHawk, a startup AdAge Digital tabbed for their “10 Startups to Watch” series, seeks to tailor eyetracking to the tablet medium:
Eye-tracking on standard computers could help websites and advertisers complement what they already know about page views and click-through rates with a real picture of readers’ attention as they look around at ads, headlines, game elements, photos, links and the like. Analyzing that kind of information, which can’t be gleaned from simply looking at clicks or impressions, could fuel improvements to a site or help justify an advertiser’s spending.
But the new capabilities mean publishers and developers can now watch where app users look as well, with the same goals in mind.
PS: Remember, heatmaps aren’t just to refine design “flaws”, Personas sometime show their true colors via heatmaps too!