Getting a better understanding of what users are doing on a particular product helps fine-tune the performed UX efforts. Tracking the eye movement of users with specialized tools allows one to determine where and in what order they look.
Eye-tracking technologies have gained a great deal of attention in the commercial world due to their increased sophistication and accessibility in recent years. Commercial eye-tracking studies are usually conducted by providing a target stimulus to a sample of consumers while an eye tracker monitors their eye activity. Analysis of pupil dilation, fixations, blinks, saccades, and a variety of other behaviors can provide a great deal of insight regarding the effectiveness of a product or medium. The eye-tracking and analysis services offered by the private sector are diverse. Some companies conduct this type of research internally, while some companies outsource the work.