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Your eyes follow your mouse
It seems pretty logical, and it is, but when someone is moving their mouse around their computer screen, their eyes tend to follow. A paper out of Carnegie Mellon University studied this to determine exactly how much a person’s eyes match their mouse movements.
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84% of the times that a region was visited by a mouse cursor, it was also visited by (users’) eye gaze. In addition, 88% of regions that were not gazed by the eye were also not visited by a mouse cursor.
STUDY FROM CARNEGIE MELLON UNIVERSITY
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Tracking the mouse
Tracking user’s eye movements is essentially impossible without special equipment and testing, but if you can capture their mouse and show that it matches their eyes pretty closely, you have some rather solid data.
If you want to know exactly how people are using your website, you can run focus groups and do other testing to get a very good look at it. However, for a fraction of the price and effort you can use tools like heatmaps and be confident that the results are 80%+ the same as if you were able to track their eyes.
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