Eyetools Products and Services

1.   What Eyetools data looks like

Quantitative Data: Eyeflow eye tracking data along with click data from a group of individuals is rolled up into an Eyetools eyetracking heatmap that shows what is seen or ignored by website visitors.	An Eyetools Heatmap shows what a group of people view on a page.	An Eyetools Individual Eyeflow shows what a person viewed on a page.
Qualitative Data: Questions can be asked before and/or after each task, enabling study participants to express whether they liked the site, were successful, etc.

2.   An overview of the Testing Process

You tell us	We collect data (1-3 days)	We discuss the results with you
your target demographics and the activities/ tasks that your users will do at the URL(s).

3.   Recommended number of people to test

As a rule-of-thumb, we recommend testing 10-20 people within a demographic group on each activity/ task.

• 10 people is a reliable number to identify the key visual hotspots and high visual traffic areas on your pages;
• 15 people provides a repeatable base and makes statistically significant findings possible;
• 20+ people fills in the details in lower visual traffic areas and is optimal for sites with heavy traffic where even small percentages of traffic result in high numbers.

4.   Demographics and recruiting

Our standard service includes testing of a general consumer demographic — a mix of ages, gender, and income.

Custom demographics are available — we can take care of recruiting people of any demographic group, or (if you wish) you can do your own custom recruiting using your own email list. An additional fee applies. Please call to inquire.

We have found that a person fitting a general web demographic, when given an appropriate task on a website, will provide excellent data for many websites without the need for any custom recruiting.

5.   The Activities and Tasks

We have the test participants complete the activities or tasks that you feel represent what your customers actually do on your website.

If you are a news site, a typical task might be, "catch up on the day's news." You are the best judge of what task work best for your site.

In some cases, you might want the test participants to complete multiple tasks. Define each of those. Each task is counted seperately.

6.   Analysis, reporting and discussion of results

As soon as data collection is complete, we can schedule a conference call to discuss the results with you (and as many people as you like). The data is available via the web, and we can all look at it as we collaboratively discuss the results.

We have found that the discussion between us (the experts on the data) and your company (the experts on your website) provides the most value to clients because we can start with the initial top-line findings but then drill into the areas that are specifically interesting to you.

During this conference call, we can offer benchmarking comparisons of how your site compares with others, as well as consultation on best-practices for next steps.

7.   Time involved in purchasing a study

8.   Webpage optimization — using 2 – 3 tests to guide redesigns

All of your marketing and business development comes down to what people see and do on your website. So provide the best possible feedback to your designers and copywriters!

1. First test of existing pages — target specific areas of design and/or content for improvement;
2. Second test of prototype mockups — use the knowledge from the first test to generate 2 – 3 mockups (html or GIF/JPEG images) with different treatments of problem areas and then re-test all the mockups simultaneously;
3. Third test of "best-practices" prototype (Optional) — combine the most successful pieces of each prototype into a final version that you can test, tweak, and launch. This third test is especially useful for homepages and other high-value pages.