When they're not clicking, what are visitors to your site looking at?
For some, finding out what catches readers' attention has meant turning to eye tracking, but this can be an expensive venture.
Another method of following people's gaze is mouse eye tracking, which looks at where the user moves the mouse on the page. There have been studies that show a correlation as high as 84 per cent between where the mouse moves and where users' eyes are looking.
Australian company PicNet has developed software that can be downloaded onto a website and logs readers' mouse movements for website operators to access later.
The product won a prize at the 2010 iAwards in the Tools and Infrastructure category.