Email eye tracking

Question

I would like to perform eye tracking on a set of email templates, aimed at understanding which template performs the best overall and also breaking down the audience by few demographic dimensions.

Is there any paper/website that I can read on the most scientific approach to that or do you have any experience to share?

Answer 1

Here some Literature about Eye-Tracking:

• Duchowski, Eye Tracking Methodology: Theory and Practice, Springer 2007 (This explains the technical and scientifical approach behind the eye-tracking method in it's full scope. There's even a description of how to build your own linux interface to a tracking device)
• Nielsen/Pernice, Eyetracking Web Usability, New Riders 2010 (This shows the approach and results of a large scaled usability study performed with the eye-tracking method)
• Yarbus, Eye movements and vision, 1967 (This is the "root" literature about eye movement measurement itself, i.e. the very famous and often used picture The Visitor is cited from this book)

There is a lot more, but it's very specific on a theme (like perception in marketing etc.pp.), so I didn't mention it.

Also there are online ressources of eye-tracking studies that are very specific, but might also help i.e. about forms:

http://www.uxmatters.com/mt/archives/2006/07/label-placement-in-forms.php

http://www.cxpartners.co.uk/cxblog/web_forms_design_guidelines_an_eyetracking_study/