Areas of Interest (AOIs) Regions of a display that researchers define and classify by shape—quantitative data can be calculated for these regions.
Attention distribution The percentage of total visual attention allocated to a set of webpage features.
Attentional salience The power of visual elements to attract low-level, generally automatic visual attention.
Banner blindness Unintentionally not “seeing” ads or information that look like advertisements.
Breadcrumbs A navigation utility designed to let users know where they are within the site and how to get back up to higher levels within the information architecture.
Bricklet A small window to aid navigation on a web page.
Capture rate Percentage of eye-tracking data sampling based ...