Eyeing the Interface: Advancing UI/UX Analytics Through Eye Gaze Technology

Understanding user behaviour on web pages is crucial for optimizing design and enhancing user experience. This paper presents a comprehensive analysis of user behaviour through eye gaze tracking, focusing on the comparative evaluation of different web page designs. Eye gaze tracking offers valuable insights into users' visual attention and interaction patterns, providing researchers and designers with actionable data to improve website usability and effectiveness. The findings reveal significant differences in user behaviour a cross various web page designs. Specific design elements, such a s placement of critical information, visual complexity, and navigational cues, significantly influence us ers' at tentional fo cus an d browsing strategies. Through integrating eye gaze metrics, this research identifies best practices for optimizing w eb page design to enhance user satisfaction and achieve desired outcomes. The results showed that the first eye gaze was in the top middle section (16.73%), followed by the top left (13.84%) and center middle (13.81%) sections. The last eye gaze was in the top left section (12.51%), followed by the left middle (10.99%) and top middle (10.66%) sections. Finally, the most viewed section was the center middle, as expected, but the second most viewed section based on the heat map was the top middle section, which had the most impressions across all web page designs. These findings provide an essential foundation for building a first e ye gaze prediction model to help UI/UX designers validate the design.