There are multiple technologies that make it possible to track the eye-movement of the usersen to find out where they are looking at. This information can be used to adjust the visual interface to increase the usability which leads to a higher user experience in the end.

Important tool for marketing

For the marketing and especially the purchasing or registering process in an (online-) store Eye Tracking can be used to see how the users' or customers' attention can be grabbed to guide them through a process like the two mentioned before.