Reporting for Usability Testing

Eye tracking

Eye tracking testing allows you to see your website through the eyes of your customers. Navigation that makes perfect sense to you might seem impossible to some of your customers but you’ll never know without asking them, or better still putting yourself in their place. Punkyduck use Tobii eye tracking hardware and software to follow and time the eye movements of customers around your site performing the tasks they need to make your website a success.

Heatmaps

“On the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely.” (source: Jakob Nielsen).

That’s all very well if those 20% contain things like the “buy now” buttons and checkout instructions but how do you know? Heatmaps provide invaluable information about what areas of your website customers actually notice and what areas are missed completely. There’s no point having a phone number for help if no one can find it! Heatmaps also allow you to see how long a customer spends looking at areas of your site. A confused customer who spends minutes clicking on an image they believe is a button is going to get annoyed and will be unlikely to return. Heatmaps highlight critical issues with a website and show areas that need improving.

Gaze Trails

As well as showing how long a customer looks at certain areas of your website gaze trails show the order in which they looked at it. Which a limited attention span it’s imperative that your customers find what they need as soon as possible and are not put off or distracted by unnecessary “Noise".

Gaze trails help you and your website designers to focus the attention of a website to the goals you have set for it to be successful.

Areas Of Interest

Areas Of Interest or AOI are parts of your website that have important functions, whether that’s allowing a customer to make a purchase or just displaying your contact phone number. Every website has a number of AOI’s that your company wants to highlight to it’s customers. By defining these areas specialist analysis can be performed to show the percentage of customers that find these and just as importantly, how long it took them to find. It’s no use providing a phone number for customers to call you on if they can’t find it easily.