A Closer Look at iMotions Eye Tracking

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Eye Tracking

As previously covered, eye tracking is a tool that is becoming increasingly popular for a host of digital marketing issues. Including conversion rate optimisation.

The original post covered specific eye tracking and facial recognition solutions that have sprung up in recent years. Here we’ll see how eye tracking technology can be useful for boosting conversion rates.

The software is called iMotions.


One of the primary things that sets iMotions apart from other human behaviour research solutions is its ability to integrate across various different technology platforms and different data collection methodologies.

In our previous post, one of the main points that was made is that while the ability to track where an individual’s eyes are moving is very valuable. It is not enough to provide the full picture per se.

Even when combined with facial recognition technologies that code for emotional response. Eye tracking is not a perfect predictor of sales or of other behavioural outcomes of interest.

One of the most attractive features is that the technology includes a software platform. It allows for simultaneous recording of a variety of different biometric sensors.

What Does it Cover?

The iMotions platform covers eye tracking, facial expression analysis, EEG, ECG, EMG, and galvanic skin response (GSR) as primary data collection sources. It also allows for cross-platform integration with over 50 additional sensors.

Additionally, iMotions allows for both mobile and remote use of several of these different biometric sensors. In the image below, you’ll see a research participant equipped with multiple different biosensors performing a live, in-store test.

Image of eye tracking monitoring and eye tracking glasses

Source: iMotions

While the use of EEG and eye tracking are specifically mentioned, the test could just as easily include skin conductance or other biosensors.


With both mobile and remote tracking, as well as the ability to easily integrate across a variety of different biometric data sensors. IMotions provides researchers the opportunity to perform human behaviour research across a variety of different platforms for a variety of different purposes.

On the website, iMotions lists applications including human behaviour research, neuromarketing, psychology, human-computer interaction, medicine and health, virtual reality, neuroscience, and engineering. Also, iMotions has headquarters in both Copenhagen, Denmark, and Boston MA, United States. The technology has been utilized in research laboratories across the world.

The usefulness of iMotions extends primarily to its ability to provide information that goes above and beyond eye movements.

One of the main themes at Conversion-Uplift is the idea that the consumer is not always aware of what they are feeling. IMotions simplifies the process of collecting data not only on where an individual is looking and when. But also provides data from sources like facial coding, EEG and skin conductance that gives an idea of the individual’s level of arousal and their emotional state.


In conclusion, iMotions is one of only a handful of solutions that has the ability to integrate across various different biometric sensors and give a more holistic picture of consumer decision making.

In the ever-expanding toolbox of the digital marketer, iMotions can be a useful tool for answering a variety of different in-house human behaviour research questions. Including conversion rate optimization and others.

For additional information on the iMotions eye tracking capabilities, check out the infographic below. Look for information on the specifics of the human eye, different specs for contemporary eye tracking technologies. As well as some tips for performing effective eye tracking research.

Image of iMotions infographic

Source and Featured image by: iMotions

Does Usability Research Reflect Real Behaviour?

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Does Usability Research Measure Reality?

Usability research is essential for checking whether a site or app is intuitive and easy to navigate to create a great customer experience. It helps inform our decisions about the choice architecture. Remote usability research solutions or face-to-face user interviews identify the main usability problems. Do these methods of research reflect real behaviour?

How many usability research proposals acknowledge that the process of undertaking usability research can influence the behaviour we observe? We may have taken users out their natural environment and set them objectives that lead them to behave in a certain way.

Behavioural scientists have found that many of our decisions are made automatically by our unconscious brain. The context and our underlying psychological goals heavily influence the choices we make. We also behave differently when we are aware that we are being observed.

Asking respondents direct questions is especially problematic as people over-think issues. They switch to their slow, rational brain when encountering a mentally demanding task. Unfortunately most of the time when we are browsing a website we rely on our fast, intuitive, unconscious brain to make decisions without really engaging our conscious thought process. The implication here is that we cannot even access the rationale behind much of our behaviour when interacting with a website.

Daniel Kahneman, Thinking, fast and slow

“People don’t have reliable insight into their mental processes, so there is no point asking them what they want”.

UserZoom.com prototype testing methods

Source: UserZoom: 

Context is important:

Avoid taking people away from their natural environment if at all possible. Certainly don’t use focus groups as this is about far away of a normal browsing behaviour as you can get. How often do you search the web with a group of people you have never met and discuss your likes and dislikes of the site?

This is why remote user testing methods have an advantage over some face-to-face methods. Participants can be in their normal environment, with their normal distractions and so their behaviour is less likely to be influenced by the testing process. Don’t get me wrong, there will still be some bias as a result of the testing method. But it may be substantially less than techniques which take the user out of their normal browsing environment.

Observe and listen rather than ask:

You will get more meaningful insights from simply observing and listening to your users during a usability test as past behaviour is a more reliable indicator of future behaviour. Try to avoid verbal interventions as much as possible. People don’t like to admit when they do something wrong and you are likely to influence how they then behave in any future tasks. If you do want some verbal feedback, just ask your testers to say what they are doing as they go through the task.

But always keep in the back of your mind that usability testing is about informing your judgement, and not to prove or disprove someone’s opinions. It is also an iterative process that should begin early on in the development of a design.

5 second test UsabilityHub.com

Source: UsabilityHub:

Implicit Research Methods:

Most of our daily choices are made by our fast, intuitive brain which means we don’t have time to rationalise why we are making those decisions. New implicit research techniques such as functional MRI, EEG, biometrics, eye tracking, facial decoding and implicit reaction time studies (IRTs) are allowing marketers to access the sub-conscious part of the brain to better understand how we respond to communications and designs.

Eye tracking research helps identify which specific elements of a page or message attract our attention, but also the communication hierarchy of messages. Heatmaps allows us to display this data to reveal the proportion of visitors who noticed each of the key elements on a page. Plus the frequency and duration of gaze on each element.

Click and mouse movement heatmaps from visual analytics solutions such as Hotjar and Decibel Insights can provide similar insights for existing pages. For true eye tracking research though solutions from Affectiva and Sticky allow for you to evaluate both new and existing web page designs.

Clicktale.com heatmaps

Source: Click Tale:

A/B Test Usability Testing Results:

In the final analysis the only way you will know if a change identified through usability research improved agreed success metrics is to conduct an online experiment in the form a A/B test. It is only when visitors are acting on their own impulses and with their own money that you will see how they behave.

Prioritise the insights you get from usability testing to decide which are worthy of A/B testing. A/B testing will give you the evidence to show exactly how much difference your usability testing has had on your conversion success metrics.

Featured image from Usability Hub now called Lyssna