EMERGING technology which allows digital marketers to track eye movements across monitor screens is being pioneered in Brighton.

The cutting edge technology gives a unique insight into online behaviour and reveals which aspects of a site work – and which are overlooked.

No Pork Pies is the first agency in Brighton to adopt the technology and has developed its own software to analyse its research.

Marketing manager Chris McCormick explained: “Understanding users’ site behaviour is becoming an ever more important weapon in the digital marketers’ arsenal.

“With eye tracking technology it is possible to track the users’ focus in real time, revealing the optical flow your design encourages.

“We can establish if the logo is attracting attention and, if not, why not. We can work out if it is blending into the site or if it’s distinctive enough.

“Our research points to the fact that consumers are becoming less and less patient, and need quicker loading time, with the information as quick as possible.”

Many agencies offer “search engine optimisation” (SEO) but No Pork Pies has “conversation optimisation” – turning visitors into customers.

Using research methods it tweaks websites for better performance.

While page impressions can be simply measured, eye tracking offers a much more detailed picture about the most popular parts of a website, which can be visually mapped with hot spots.

A device with two cameras is placed in front of a web browser which calibrates and tracks eye movements.

It analyses where the eye is drawn to and how long it lingers on a point.

The company runs simple 10 second tests to gauge first impressions and has plans for more ambitious work.

Using this information it is possible to create tests to find the design best for the user.

The agency has a testing lab in Brighton. It opened its doors on Friday to show off its methods.

For more information visit www.noporkpies.com