If you are not using Eye Tracking as a real time user behaviour analysis tool, surely you are missing one important way to enhance the visitor experience and for an e-commerce site this can be a boon if used effectively.
Sample data collected by using visual location ( screen point) aids of net surfers, users in a lab or measurable observatory, can lead to amazing stats and can just point out what is working and what exactly is not working for you.
Example here from enquiroresearch.com shows the heat maps mechanism for what visitors prefer ( and obviously click) on popular search engines like Google, Yahoo and MSN.
The area which is seen mostly is a triangular shape and also known as “Golden Triangle”. Golden Triangle shows why Organic listing is more important for visitors than the paid one !!
The next thing is analysis of the data, using the prime locations of heatmaps and then optimizing the website for the most advantages.
Experience may differ as per demography, season and recognition of websites but more data you collect, more closer you reach to a perfect trouble shooting stance.
