Online eye-tracking studies have been used for years as an indicator of user interest in certain areas on a page measured by the point-of-gaze. At its most basic eye-tracking studies are interested in which elements on a page are responsible for garnering the most attention as measured by ‘looks’, ‘gazes’ or ‘views’.
As a stand-alone practice in the online world, eye-tracking studies are relatively useless for a number of reasons.
read more about the pitfalls of eye-tracking studies:
http://seminsights.com/ecommerce/eyetracking-conversion-messaging
