JMI uses PC-based Eye-tracking combined with in-depth interviews to optimize the performance of websites against strategic objectives set by clients.

Consumers generally only scan the landing page of a website for a short time before clicking through to the next page. In that time it is essential that the layout of information and graphics is such that the intended key messages (both conscious and unconscious) are communicated. Such key messages may be general in nature (e.g. the image that consumers form of the company based on the website) or very specific (e.g. do consumers see the instruction to proceed to product information or a call to action, such as purchase).

JMI's "Web Eye" accurately records what consumers really see ("fixation") from their eye movements at a rate of 50 reading per second. This is done using a modified PC (no head gear) so that the browsing process is made completely natural and realistic.

Heat-map: fixation "hot spots"

Sequence analysis: flow of attention

The analysis outputs include heat-maps that identify the areas that consumers most actively notice on the webpage and sequence charts which the flow of attention and how this results in a certain pattern of click-though behavior.

This behavioral data is then used to explain attitudinal data (e.g. ease of use or image of website) as well decisions that consumers may make such as purchase of a product or exiting the website.

Testing of alternative layout designs or iterative testing (feeding back results to modify a certain design) can have a dramatic impact on the performance of a company's website.

For more information on JMI's Web-Eye service: Contact Us