An Evaluation of Institutional Web Page Profile Based on Eye Tracker

A website enables a corporation to present its profile, thereby enhancing user confidence and trust. The complexity of a website affects its usability and user experience. Thus, an organization must convey its message using a highly usable design. Using an eye tracker to collect objective data and support subjective data is an effective method for website development because it provides critical insights into user navigation and focus points through heatmaps. By tracking gaze points, the eye tracker reveals user focus areas, the duration on specific elements, and navigation patterns, offering precise behavior analysis to improve usability and design effectiveness. This study used an experimental approach with seven participants following a user-centered design (UCD) methodology. The steps included problem identification, analyzing user behavior and experience on the existing website, redesigning the website, and evaluating outcomes. Success was assessed through the satisfaction from the Website Usability Evaluation (WEBUSE) questionnaire and the website's task effectiveness and time efficiency. Developing a website can enhance user satisfaction, increase effectiveness by 9.53 %, and improve efficiency by 81 %. The study's findings can help institutions meet user needs more effectively, leading to higher satisfaction and business success.