Eye tracking is a research method that records and analyses people's eye movements and gaze directions when looking at an interface or screen. With the help of eye tracking, scientists and designers can find out which areas of a website receive the most attention and how users navigate through the various elements of a page.

In web design, eye tracking can help to optimise the user experience and user-friendliness of a website. By collecting data on users' gaze directions and patterns, designers can find out, for example, whether important information or call-to-action elements are easily perceived or whether the layout of the page enables intuitive navigation.

Based on the eye tracking results, web designers can make adjustments to improve the readability and accessibility of content, optimise the placement of key elements and make the overall design of the website more effective.