A Visualization Tool for Eye Tracking Data Analysis in the Web

Raphael Menges, Sophia Kramer, Stefan Hill, Marius Nisslmueller, Chandan Kumar, Steffen Staab

Abstract: Usability analysis plays a significant role in optimizing Web interaction by understanding the behavior of end users. To support such analysis, we present a tool to visualize gaze and mouse data of Web site interactions. The proposed tool provides not only the traditional visualizations with fixations, scanpath, and heatmap, but allows for more detailed analysis with data clustering, demographic correlation, and advanced visualization like attention flow and 3D-scanpath. To demonstrate the usefulness of the proposed tool, we conducted a remote qualitative study with six analysts, using a dataset of 20 users browsing eleven real-world Web sites.