Eye Tracking and Website Design

Author: Miranda Duffy

The rise of digitalization has reshaped how society interacts, from social media public discourse to e-commerce trends. Many companies are realizing the importance of staying ahead of the digitalization curve, making space for web designers and psychologists to come together and explore how website design influences user engagement, attention, and perception. As businesses strive to keep pace with this digital evolution, the intersection of web design and neuroscience has gained increasing attention. Both researchers and CEOs now recognize the critical role that website design plays in shaping user engagement, capturing attention, and influencing perception. As user experience (UX) becomes a key competitive differentiator, extensive research and surveys have shown a strong correlation between UX and business success.

Website Design and Cognitive Psychology

Foundational studies exploring the effects of website design have integrated cognitive psychology as a framework to understand user behavior and attention. Wang et al. applied Cognitive Load Theory (CLT) to demonstrate that excessive information can impede users' ability to process content effectively (Wang et al., 2014). In website design, extraneous cognitive load—caused by complex or cluttered presentations—can be minimized or eliminated, allowing for a more effective design that does not overwhelm users. This study also categorized cognitive load in e-commerce tasks, distinguishing between simple and complex tasks of finding and purchasing desired product. Complex tasks were different because they required participants to integrate information to solve a problem, like providing standards like price, brand, and reviews to consider when making a purchase. This study is crucial for future research on web design, particularly in incorporating cognitive load theory (CLT) as a foundation for understanding how attention and perception influence user engagement and interaction with websites.

Eye Tracking Metrics

Wang et al. expanded the application of Cognitive Load Theory (CLT) in web design by utilizing eye tracking technology to measure attention and cognitive load through gaze points, fixation duration, and other eye movements. Eye tracking provides a precise and unbiased method for capturing subconscious and physiological responses, overcoming the limitations of self-reported data, as proven through research experimental studies. For example, a study combining eye tracking and EEG found that these measures can detect both overt and covert attention shifts, revealing neural relationships between these process (Kulke et al., 2016). More recent studies are beginning to explore how eye tracking metrics, such as pupil dilation, fixation duration, motion speed between fixations, and other pupillary responses, correlate to emotional reactions that are typically undetected by human observation or distorted by self-report bias (Lim et al.). Using eye-tracking technology to analyze website design through the lens of cognitive load offers data-driven insights that help designers and businesses optimize user experience.

Influence of Website Design on UX

There are several studies exploring how website design plays a crucial role in shaping user experience by influencing cognitive load, engagement, and visual attention patterns. A study by Djamasbi (2014) used eye tracking to analyze users’ fixation patterns and optimize visual hierarchy in web design. The findings suggested refined layouts contain effective use of color, contrast, scale, grouping, and organization from highest to lowest priority. The way information is presented on a website matters—when it feels too complex or overwhelming, users are more likely to feel frustrated, view the brand less favorably, and even abandon the product or service altogether (Raghavan, 2025). Optimizing cognitive load keeps users focused, boosts engagement, and increases the likelihood of interaction and conversion.

Djamasbi also examined how website design impacts user attention by comparing interactions on desktop and mobile browsers. They found that users exhibited different viewing patterns, with mobile users focusing more on the center of the screen and showing less horizontal eye movement compared to desktop users. Another study adds to these findings, indicating that mobile users tended to scroll more and had shorter fixation durations (Veeravalli, 2016). In marketing contexts, eye tracking was implemented to study consumer attention and engagement by tracking how long and often consumers focus on specific areas of a page or product, helping to shape decisions on messaging, layout, and design. Integrating eye tracking into website design can help maximize marketing efficiency, ensuring that resources are focused on strategies that truly capture consumer attention and drive engagement.

ROI

Organizations should invest in website design as it directly influences user growth and brand identity—both essential to business success. A poorly designed website can drive users away, leaving a negative impression of the brand and diminishing engagement, while an intuitive, visually appealing design fosters trust and long-term loyalty. Website designers and businesses care deeply about user satisfaction, engagement, and perception for several reasons.

A well-designed website that minimized cognitive load can significantly increase user satisfaction (Hu et al., 2017). The less overwhelmed they are by the website, the longer they will stay, explore more content, and complete tasks. Key elements that reduce cognitive load include usability, accessibility, and visual design. These features foster satisfaction, trust and credibility on the website, which are crucial for building long-term relationships with customers.

It’s evident that the quality of a website’s user interface and user experience directly influences a user’s perception of an organization and its offerings. Websites providing a seamless, intuitive experience can create a powerful first impression, enhancing the overall brand image and customer loyalty. In fact, a study in the UK found that 94% of people cite design as the primary factor for rejecting or distrusting a website (Sillence et al., 2004). Investing in a good website design manifests in tangible ROIs like higher conversion rates, increased customer retention, repeat purchases, and improved SEO rankings (Raghavan, 2025).

In today's digital landscape, user experience has become a key differentiator. Businesses that invest in cognitive load optimization and user-centered design can gain a competitive edge by prioritizing user satisfaction, engagement, and perception through effective website design. This advantage can translate into increased market share, customer loyalty, and long-term growth in a digital revolution.

Conclusions

In conclusion, the intersection of web design and eye tracking offers valuable, data-driven insights into enhancing user experience. By leveraging these insights, companies can design websites that not only capture attention but also build trust, satisfaction, and long-term loyalty. As user experience remains a crucial differentiator in the competitive digital landscape, investing in intuitive, user-centered design isn’t just an advantage—it’s essential for businesses looking to succeed in a digital first world.

References

1. Hu, Paul, Han-fen Hu, and Xiao Fang. "Examining the Mediating Roles of Cognitive Load and Performance Outcomes in User Satisfaction with a Website: A Field Quasi-Experiment." MIS Quarterly, vol. 41, no. 3, 2017, pp. 975-987. https://doi.org/10.25300/MISQ/2017/41.3.14.

   
   

2. Kulke, Louisa V., Janette Atkinson, and Oliver Braddick. "Neural Differences between Covert and Overt Attention Studied using EEG with Simultaneous Remote Eye Tracking." Frontiers in Human Neuroscience, vol. 10, 22 Nov. 2016, article no. 592, doi:10.3389/fnhum.2016.00592.

   
   

3. Lim, Jia Zheng et al. “Emotion Recognition Using Eye-Tracking: Taxonomy, Review and Current Challenges.” Sensors (Basel, Switzerland) vol. 20,8 2384. 22 Apr. 2020, doi:10.3390/s20082384

   
   

4. Raghavan, Rithesh. “Cognitive Load Theory in Web Design: Reducing User Overwhelm for Optimal UX.” Web Solutions Blog, 12 Dec. 2024, acodez.in/cognitive-load-theory/. Accessed 28 Feb. 2025.

   
   

5. Sillence, Elizabeth, Pamela Briggs, Lesley Fishwick, and Peter Harris. "Trust and Mistrust of Online Health Sites." Conference on Human Factors in Computing Systems - Proceedings, 2004, pp. 663-670. https://doi.org/10.1145/985692.985776.

   
   

6. Veeravalli, Niharika. "Exploring the use of eye tracking technology to improve website usability." arXiv preprint arXiv:2305.11345 (2023).

   
   

7. Wang, Qiuzhen, et al. "An Eye-tracking Study of Website Complexity from Cognitive Load Perspective." Decision Support Systems, vol. 62, 2014, pp. 1-10.