Introduction to Eyetracking: Seeing Through Your Users' Eyes
http://www.uxmatters.com/MT/archives/000040.php

Penzo, Matteo
UXmatters
2005

Abstract:

Over the coming months, I'll use eyetracking to evaluate a lot of world-renowned user interfaces--including Web sites like Amazon.com, Google News, and eBay; Rich Internet Applications (RIAs); and desktop applications--and analyze quantitative eyetracking data to provide best practices for designing user interface elements like navigation systems, menus, and forms, and for effective ad placement.