Evaluating user reaction to user interface element using eye-tracking technology

In this paper we investigated the usefulness of measuring users´ eye movements as a tool for the evaluation of the user interface elements such as sliding banners. Sliding banners allow multiple pieces of content to occupy a single, coveted space, but on large or small view ports, people often scroll past sliding banners. There are cautions, considerations and limitations that should be made before employing a sliding banner within a website design.