I recently discovered a new eye tracking tool to help UX designers create websites tailored to how people behave online. Through Tobii Pro Sprint, UX designers can conduct online eye tracking studies on test subjects as they navigate a website (live or in the design testing environment).

Their gaze patterns offer an authentic, objective view on online behavior, revealing the “why” behind a particular action. This insight can be used to optimize a site to make it more user-friendly and engaging and in turn, helping lead to sales conversion or a specific call to action.

Apparel retailer H&M is a Tobii Pro Sprint customer using eye tracking to create a clear path of purchase for online shoppers and to validate design decisions on their site. Similar eye tracking studies can be done for online banking portals, music and video streaming services, work portals, pretty much any digital product.

What makes Tobii Pro Sprint unique from other tools is that it completely online with live streaming, recording and collaboration features for UX teams. It makes it easier, faster and more affordable to run an eye-tracking study for UX testing; helping understand online consumers’ browsing habits.