How to Use Eye Tracking to Improve Product and Service Design

Toby: Under the hood it's a very technical thing that those algorithms doing but from the user perspective it's very simple to use. The only test that's going to give you real results is A.B. testing and even for A.C. testing you need a certain amount of visitors to draw in conclusions because you're sending a lot of people to one solution or another. So field testing large scale field testing is the thing that gives you the best knowledge about your product.