What is Eye-tracking?

In digital marketing, eye-tracking is often used to determine which sections of a web page or email people look at first and what areas draw their attention for the longest time. All these details are then processed and their results are displayed as a heat map.

Marketers use heat maps to strategically place elements, such as call-to-action buttons or prices, where they are most likely to be noticed and clicked on to optimize engagement and conversions.