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40. Eyetracking > 40. Eyetracking - Pg. 87

Design Phase: H e AT M A P S A n d S A M P l e S C A n PAT T e r n S o n A n e B A Y S e A r C H r e S U lT S P A G e eyetracking and heat maps are used by eBay to understand where ads could be most effective and useful, and where they had negative impact on the user's ability to utilize the site, helping to shape an advertising strategy. 1. An eyetracking heat map shows how much users looked at different parts of an eBay search results page. Areas where users looked the most are colored red. 2. Scanning pattern on an eBay search results page. courtesy of ebay inc.