“It is easy to get excited about eyetracking. Seeing where people look while using your Web site, Web application, or software product sounds like an opportunity to get amazing insights into their user experience. But eyetracking is expensive and requires extra effort and specialized knowledge. The heat maps and other visualizations certainly look impressive, but what can you really learn from them? After using eyetracking for the first time, many find that it is not easy to know how to analyze the visualizations and make conclusions from them. Does eyetracking really provide any additional insights you would not have discovered anyway through traditional usability testing? Does the value of eyetracking outweigh its limitations? This article will discuss and answer these questions.” (Jim Ross – UXmatters)