Businesses may think they know what their Web users want, but much of the time they don't. Amy Buckner and her partner, Dan Clifford, run AnswerLab, a research firm that studies Web user engagement.
The lab uses eye-tracking software to measure users' reactions on a site.
They are working to see how people actually shop for their products on those Web sites. They watch what the online shoppers doing.
They watch what they are actually looking at and they see what the shopper is focusing their attention on to understand about the product.
One of the ways they do this is through eye-tracking.
For them to truly understand the user experience they have to understand what the users think, what they do, and what they see.
