Running an eyetracking study with Eyetools

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What we need from you

We need:

1. A URL of what you want us to test (or an email if you're testing your campaign, or a JPEG or Photoshop file if you're testing a prototype)
2. An overview of your business goals and objectives as they relate to what we're testing

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Schedule & key milestone dates

Example time line (NOTE: final timeline must be mutually agreed upon)

• Week 1: Study design kick-off and audience recruitment
• Week 2: Data collection kick-off, followed by data processing
• Week 3: Analysis, and scheduling of meeting and discussion (meeting can be as early as the Friday of Week 3)

Final report is typically ready 10-15 business days from when recruiting begins.

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Details: 6 Steps involved in running an Eyetools eyetracking study

Typical projects take 10 – 15 business days total from start to finish.

1. Call an Eyetools expert to review your project goals and target demographics. This is typically a very efficient conversation since we've been testing since 2000 and have done testing in most verticals.
2. Eyetools recruits at least 15 people per target demographic group who will participate in your "visual focus group".
3. Email Eyetools the material or URL to be tested (website, landing page, email, or JPEG/mockup image). You can test your in-market creatives, new mock-ups, or your competitors.
4. Eyetools collects and analyzes data that shows where people click and look, plus follows up each task with questions. Our "visual focus groups" are run at our San Francisco data collection center. Each focus group participant sits alone in a room without a moderator and is in complete control of how long he or she spends on any portion of the study (just like if the person were surfing at home or at the office). The eyetracker used is built into a special monitor and does not touch the person or limit movement in any way.
5. Eyetools delivers an actionable report with eyetracking heatmaps, where people clicked, how much they scrolled, what they read, and ways to improve your marketing material depending on which service-level offering you select.
6. Eyetools experts can also advise you regarding best practices and your specific situation, if you desire. Increases of 300 — 1000% in conversions are typical when fully utilizing Eyetools expertise.

...you're going to look good in front of your boss.

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Demographics & number of participants

Demographic recruiting options

• Standard demographics: 25-50 year olds, employed, web-savvy. (Included in base pricing.)
• Email-list recruiting: You can recruit your own customers by sending out an email invitation (we'll supply a list of Zip Codes and a signup link that you include in the email). We manage the screening, recruiting and scheduling once people click on our signup link. (Typically $750. Contact us to discuss details.)
• Minor variations on general consumers: We have an in-house recruiter who can take care of simple variations on a "general consumer" theme. (Typically $750)
• Custom recruiting: We work with several external recruiters who can recruit almost any demographic.

Contact us to discuss your project goals and we can make a recommendation.

Note on demographic specificity: The client may specify demographics as they wish. However, the value of increased specificity of the demographic specification within an eyetracking study becomes a question of expense vs. benefit. Given that clients typically find major problems during the first test that block progress at the "human level" before even arriving at the "demographic level," it is usually more cost effective to relax the demographic requirements during the first round of testing and save any expensive or difficult demographic recruitment until subsequent rounds.

Recommended number of study participants:

Our standard test groups include 15 general consumers. We can and do test more people in specific situations, but we have found that using at least 15 people provides repeatability across testing groups. Adding more than 15 people to a group will have the effect of filling in data details in "less viewed" areas of the page (e.g. advertisements or any other area where most people will not look). For most projects, it is more valuable to run multiple tests rather than testing larger groups — taking the learnings from the first test (using 15 people) and then refining the design and testing again with another group of 15 people.

Testing locations: Eyetools' studies are conducted at our special data collection facility in the San Francisco Bay Area.

Note: The final testing locations, group sizes and makeup of the groups tested will affect pricing.