What it is: the process of determining the eye path of your customer using an electronic device (an eye tracker) that follows the movement of the eyes.
Why we care: Eye tracking can be really helpful, especially in determining the layout of your emails and landing pages. The generated data can show you where your important information needs to go, and what could be disrupting the eye path you thought you had.
This post is part of an ongoing Clickipedia series, defining all the terms you need to know for conversion rate optimization. Keep checking back each week to learn more, and don’t forget to check out the whole series.