Eye Tracking Testing

Overview

With eye tracking testing, you can test the visual appeal of your content before starting a campaign. A graphical analysis shows which elements draw a viewer's attention. You can create eye tracking tests based on an uploaded image or a message draft. This feature is powered by technology from EyeQuant.

Eye tracking tests are free of charge.

About the EyeQuant model

Eye tracking testing forecasts the first seconds of viewing a message. Like any image, upon first glance, an email is scanned by the human eye. During scanning, the focus rests several times on the fixation points. Image information is processed subconsciously at this time.

Eye tracking testing is not a semantic analysis, it does not consider the meaning of words, the content of images, and so on. It analyzes visual stimuli and deduces how much attention each area of the image or message receives. The tests are based upon universal laws of perception. But some aspects, such as the perception of an image from above left to below right, are cultural patterns so only apply to occidental viewers.

The forecast model is based on a statistical evaluation of more than 15,000 images. The viewing behavior of more than 300 test persons was analyzed to calibrate the model. While eye tracking studies reached a predictive accuracy of approximately 90%, automatically created eye tracking tests reach about 85%.

For more information, see eyequant.com.

Creating eye tracking tests

Opening the page Eye Tracking Test

Context: On this page you can create tests and view a list of past tests.
Prerequisites: You are logged in to Optimizely Campaign.

1. In the menu bar, select Analytics > Eye Tracking Test.
   → You see the page Eye Tracking Test.

Requirements for images

If you create a test based on an uploaded image, this image must fulfill the following requirements:

• File is smaller than 5 MB
• File format is PNG, JPEG, BMP or GIF.

Uploaded images are scaled automatically. This may result in very small images, if your image is very tall or very wide.

Testing an image

Prerequisites: You see the page Eye Tracking Test.

1. Click New Test….
   → A page with options is displayed.
2. Select Screenshot Upload
3. Click Select.
4. Click Choose File… and select an image from your local hard disk.
5. Optional: Enter a description of the test.
6. Click Preview.
7. If you are satisfied with the screenshot shown in the preview, click Start Test.
   → The test is processed and the results are displayed.

Testing a message draft

Prerequisites: You see the page Eye Tracking Test.

1. Click New Test….
   → A page with options is displayed.
2. Select Mailing
3. Click Select.
4. In the campaigns overview, select the message draft you want to analyze. To analyze a landing page, select the campaign to which it belongs.
5. In the section Mailing Part to Analyze, select if you want to test a message draft or a landing page. (If there are no landing pages for your campaign, the message draft is the only option in this list.)
6. Optional: Enter a description for the Test.
7. Click Preview.
8. If you are satisfied with the preview, click Start Test.
   → The test is processed and the results are displayed.

Displaying results of an existing test

Prerequisites: You see the page Eye Tracking Test.

1. Click on a test in the list.
2. Click on the button labelled with the result type you want to see (Perception map, Heat Map or Hot Spots).
   → The test results are displayed.

About eye tracking test results

3 Types

An eye tracking test provides 3 results. You can switch between these results by using the tabs on top of the results page.

Perception map

This view shows which areas get most attention in the first moments of viewing. Small areas mean more focused attention, while larger areas indicate a more dispersed attention.

Heat Map

This view shows which parts of a design are likely to get the most attention. Red and yellow areas indicate a high attentional potential, while blue and turquoise areas indicate a low attentional potential.

Hot Spots