Using Eye-Tracking Data to Understand First Impressions of a Website
http://www.surl.org/usabilitynews/71/eye_tracking.asp

Russell, Mark C.
Usability News
2005

Abstract:

This study discusses the contributions of eye-tracking data to traditional usability test measures for first-time usage of websites. Participants viewed the homepages of three different websites. Results showed that eye-movement data supplemented what users verbally reported in their reactions to a site. In particular, the eye-tracking data revealed which aspects of the website received more visual attention and in what order they were viewed.