Eye tracking on Google Universal Search
Example of eye-tracking on Google Universal Search results for [how to tie a tie]. This shows in real time how a participant in a user study scanned the page. The larger the dot gets, the longer the user was looking at that specific location.
When you look to a website, you probably do not pay attention to where you were looking on the page and you most likely only used a few seconds to visually scan the results. Our User Experience Research team has found that people evaluate the search results page so quickly that they make most of their decisions unconsciously. To help us get some insight into this split-second decision-making process, we use eye-tracking equipment in our usability labs. This lets us see how our study participants scan the search results page, and is the next best thing to actually being able to read their minds. Of course, eye-tracking does not really tell us what they are thinking, but it gives us a good idea of which parts of the page they are thinking about.
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