Publication

Abstract : Understanding user behavior and engagement in web-based environments is critical for designing effective interfaces. Eye-tracking technology offers valuable insights into user interactions with online content, but traditional methods often require complex integrations into website code, posing challenges for efficient and unobtrusive data collection. This research explores a no- integrations approach for web-based eye tracking, focusing on task-driven interactions. The study investigates the feasibility and effectiveness in capturing user gaze position during web-based tasks, using animated calibration and optimized data storage. Through task-driven scenarios on a website, user behavior and engagement were analyzed, contributing insights into non-intrusive eye-tracking methodologies in web environments. This research has implications for human-computer interaction, user experience design, and digital marketing, better means of analyzing user interactions to recommend design of intuitive web interfaces. The research aims to assess the feasibility of a no-integrations approach for an intentional task and derive insights to suggest potential UI/UX improvement recommendations in terms of visual hierarchy is suggested.