An eye tracking study: exploration customer behavior on web design

With the growth of the Internet, more and more sites are available. In terms of e-commerce, more and more companies have started making use of the e-commerce to market their products. In order to attract customers, the products are made attractive. The interestability of a product can be analyzed using eye tracking. This paper discusses some measurements used to analyze customers' behavior on web design or to identify their interest in a certain product offered on an e-commerce website using the eye tracking method that has been discussed in the previous researches. Those researches will be classified based on Bojko's taxonomy for eye tracking measurement in order to analyze the implementation of eye tracking measures for user experience. The result of this paper is the measurements of eye tracking that are often used to analyze customer behavior, including Area Interest Measures(to identify user's interest), Cognitive Processing Measures (to explain the cognitive process of web exploration), and Target Recognizability Measures (to determine target's efficiency in web design). All metrics in eye tracking measures are used throughout the research, except for the pupil dilation.