Hot Hot Heat Maps: 10 Tips for Conducting and Analyzing Eye Tracking Tests

Quantitative site analysis (web analytics and A/B or multivariate testing) is phenomenal for learning about your site’s performance and user behavior. But the drawback is, this data tells you the “what” but not the “why.” To get into users’ heads, it’s necessary to perform qualitative research (interviews, surveys, user tests and eye-tracking/click tracking heatmapping).
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Source: http://www.getelastic.com/hot-hot-heat-maps-10-tips-for-conducting-and-analyzing-eye-tracking-tests/

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