If you want to achieve more conversions, higher ROI, you should consider testing your website. Which method is better for usability testing?
Eye tracking uses cameras and software to track, where the eyes of internet users land on a website. Mouse tracking follows the mouse movements of an internet user to simulate eye movement on a website.
Pros & Cons of Mouse and Eye tracking can be found on ClickTale blog.
Jakob Nielsen’s Alertbox conducted a broad eye tracking study of user behavior across a wide variety of sites. Jacob Nilesen wrote:
“To investigate whether the “fold” continues to be relevant, I analyzed parts of the study with a total of 57,453 fixations (instances when users look at something on a page, typically for less than half a second).”
Key findings are:
Web users spend 80% of their time looking at information above the page fold. Although users do scroll, they allocate only 20% of their attention below the fold.
I recommend to read all about this study on Jacob Nielsen’s Alertbox.