Today competition for attention grows in the fastest way like never before. All channels like social media, e-commerce and websites, e-mails, news portals, and others loudly require our attention. Can our attention be tracked? AI-powered design analytics, such as Attention Insight and Expoze admit – it can.
According to researchers, it’s just 3-5 seconds to grab and keep human attention. This point is crucial and raises very big issues for marketers, web, UI/UX designers, product managers, and sales specialists.
Everybody knows, if you are not seen, you don’t exist. On the other hand, nowadays to be seen is not enough too, you must be understandable in a very quick way. Otherwise, you lost attention.
Hard question. What to do? Some time ago companies did lab-based attention research and eye-tracking using real participants. They wanted to understand customers’ behavior and what attracts attention. It was very costly and took a lot of time. For this reason, only very big market players could do it. Others had to believe intuition and everything testing.
Today situation is different. Thanks for artificial intelligence and deep learning. AI-powered solutions allow us to analyze data and attention attractors very easily and quickly with amazing accuracy, without needing participants. The door was opened for any kind and size of business, agencies, or even freelancers to use AI-based tools and technologies.
One of the most interesting and useful tools in attention competition is predicted eye-tracking. And yes, now it’s possible. You can use not only eye-tracking data but to test any creatives before launching using predicted eye-tracking tools.
These tools predict what draws attention using real eye-tracking data gathered by research. Using AI is simulated eye-tracking without the need for a labor-intensive study with participants. As you don’t need any participants, you can test for attention while working on your creatives and the results are generated in minutes.
If all agree that data-driven decisions before launching bring value for companies and creators, the next question is how to choose the appropriate and valuable tool.
For this reason, our purpose is to compare two predicted eye-tracking tools based on AI. These tools were started to create in very similar time. Both companies were founded in 2019.
On the scales – Attention Insight vs. Expoze
Methodology of the study – comparative analysis, covering:
- users experience and support
- reviews and ratings
AI Accuracy range
One of the most important aspects of evaluating tools is accuracy. If we don‘t know AI accuracy vs. Real eye-tracking, we don‘t know how valuable it is. Both predictive and traditional eye-tracking has one clear overlapping metric – the accuracy of the results.
|AI Accuracy vs. Eye Tracking||Attention Insight||Expoze|
|Accuracy||90 - 94,5%||87 - 92%|
|Model evaluated by MIT Saliency Benchmark||Yes||Yes|
|Algorithm has been trained on||~30,800 images from real eye tracking studies. Plus Additional 24,000 images data sets||~10,000 images, thousands participants and each image was seen by at least 50 participants.|
As we see in the table Attention Insight accuracy is a little bit higher than Expoze, but both models are evaluated by MIT Saliency Benchmark. It is data set with held-out human eye movements and is used as a benchmark test set.
Attention Insight algorithm has been trained on ~ 30,800 images and plus additional 24,000 image data set in 2022. Although Expoze checked ~10,000 images each of them was seen at least 50 participants, so the common quantity is pretty similar.
Below will be compared a regular eye-tracking study featuring real people to Expoze‘s and Attention Insight’s AI-powered analysis.
Real eye-tracking data uses as a benchmark. Let’s take a look at the differences in the analysis of:
At first, it analyzes a poster.
As we see in the visualizations below, the first picture is a real eye-tracking study, and Attention Insight predicted eye-tracking heatmap is very similar to real eye-tracking data. The focus is on the same areas and is shown to us the same places attracting attention. According to the intensity of colors, the area getting the most attention is the header. The face of the woman, slogan, and logo get attention as well.
On the Expoze predicted eye-tracking heatmap we notice a little bit different results. The area of attention is much wider. The main attention is focused on the woman’s face and gets down on the neck and chest. Another strong focus is on the information field. The heading gets attention too, but it‘s hard to separate the parts. The attention on slogan and logo is similar to in Attention Insignt heatmap and Real eye-tracking study.
Real eye-tracking and Attention Insight data show us three clear and separate areas of attention. Expoze heatmap is more expansive and not so concentrated.
Let‘s try another comparison – package.
We see very similar results like in the poster analysis. Real eye-tracking and Attention Insight demonstrate us very similar views. The main attention focus on the information in the middle of the package. Another attention area is the information on the corner of the package, but not so intensive as the information in the middle.
Expoze demonstrates wider attention but in the same places as real eye-tracking and Attention Insight. Like in the first sample with the poster Expoze heatmap is more expansive
The third of our comparison field is a webpage.
The real eye-tracking study shows us the main attention on the bigger font in the middle of the picture and a little bit on the middle of the face. Attention Insight demonstrates the main focus on the face and after that on the information field together with the e-mail form. A little bit of information gets the logo on the top of the page.
Expoze emphasizes two attention areas – the face and the main information together with the e-mail field. However, like in two samples before, the attention heatmap is more expansive and areas of attention are wider.
As we see according to the poster, packing, and webpage samples, both Attention Insight and Expoze cover mostly the same attention areas, just attention diapason is wider in Expoze. For this reason, it’s less clarity in Expoze heatmap.
Attention Insight has a higher accuracy range than Expoze not only in the percentage (90-94,5 % Attention Insight accuracy) and Expoze (87-92 % accuracy) but according to samples of heatmaps compared with real eye-tracking too.
The darker color shows attention intensity, but for additional clarity, both tools have what to offer. Expoze counts areas of interest (AOIs). You have just to mark areas and results are getting immediately.
Attention Insight counts the percentage of attention too and can do it automatically.
Another good news from the Attention Insight side is that you can get a clarity score for Websites which allows you to see how clear a design is.
Using Attention Insight and Expoze you can easily make desktop, marketing material, mobile, packaging, shelves analyses. Expoze has an additional plus – easy video analysis.
For different purposes or working fields, it‘s necessary different features. It makes one of the biggest effects before decision-making.
While both companies work in a very similar way and provide us attention heatmaps, areas of interest, focus maps, reports, and a lot of other useful features. Few important aspects that potential users should know about both of these tools still are.
Expoze lacks some things like AUTO AOIs (areas of interests), clarity score and clarity range recommendations, URL capture.
On the other hand, Attention Insight also misses intensity factor, customized heatmaps, video and games heatmaps features, the latter is available just upon request and performed by the Attention Insight team. If video content is import part of your working field it‘s not very convenient.
Overall, both Expoze and Attention Insight are well-matched in terms of their feature set, but below is provided a comparison table, so it‘s easy to find features that are important for different kinds of business or working fields.
|Areas of Interests||Yes||Yes|
|Percentage of Attention||Yes||Yes|
|Clarity range recommendation (Alexa Score)||Yes||-|
|Current View analysis||Yes||Yes|
|Full Page analysis||Yes||-|
|Work in teams||Yes||Yes|
|Customize your heatmap||-||Yes|
|Downloadable Study Report||Yes||Yes|
|Shareable study URL||Yes||-|
|Download Comparison Report||Yes||Yes|
|Allowed filetypes||jpeg, png, webp||jpeg, png, webp, mp4|
|Attention heatmaps for video||Yes (Video heatmaps feature is available upon request. The test is performed by Attention Insight team)||Yes|
Possibilities of integrations
Analytics tools need to be flexible in how and where it works. Attention Insight and Expoze offer a Google Chrome extension that will allow you to generate heatmaps on your website by clicking on the extension in your browser. Both also have an API that can enable software creators to add heatmap functionality to their tools.
Besides, Attention Insight offers plugins for Adobe XD, Photoshop, Sketch, and Figma.
Expoze is in progress in creating Photoshop and Figma integrations.
Price plans comparison
The third important thing making an impact on decisions is PRICE. It‘s not a secret that price is at the top of most people’s lists. Attention Insight and Expoze have pretty similar plans and price ranges.
Below comparison table and features of the plans.
While the price range is similar, FREE TRIALS are crucial important before deciding on which service is best for your business. Luckily, both Expoze and Attention Insight offer free trials.
Expoze gives you access to all features available in the Pro plan for 14 days and you can process up to 100 images and up to 90 seconds of video. Before using the free trial you have to create an account and add your payment details. If you don‘t stop your free trial after 14 days, automatically you will be charged according to the Pro plan. People don‘t like to leave payment info while they are not decided to buy or not, for this reason, it‘s a big minus for Expoze.
Instead, Attention Insight has a big advantage – NO payment information is required. The offer is a free 7-day trial and enjoys access to all Team plan features. You can decide to subscribe to a paid plan or let your trial expire.
User experience and support
Attention Insight and Expoze predicted eye-tracking tools are easy to use even you are a beginner. Very simple and quick registration and login.
Expoze offers an additional easy option for login – a magic link, so you don’t need to remember a password, just get a link to your e-mail. Simple free trial procedure and navigation. Instant answers and chatbot for help.
Attention Insight prepared step by step guide in the free trial so you don’t need to look for any information on what to do. You are getting explanations on every step. It’s possible to look at a demo study or get help on a chatbot.
When you start to use a new tool or technology is very important to find the information easily and get support if you have problems or questions. Fortunately, both companies take care of clients and prepare knowledgebase, live chats, step-by-step video guides, free demo versions with experts, webinars.
Using these tools user experience is good and it’s pleasure to get full support on time.
Reviews and ratings
The last comparing point is reviews and ratings. It‘s helpful as we need additional approvals, get insights on what to expect, to heart real users’ opinions, check plus and minus.
Checking Expoze ratings it was found two web pages with reviews, all of them has high ratings.
Attention Insight has more high ratings on different pages than Expoze.
Below is provided a comparison table.
|Webpages||Reviews quantity / Rating score||Reviews quantity / Rating score|
2022 January searching data
Attention prediction has never been more accessible like now. It‘s possible to maximize impact and minimize cost by creating more meaningful content backed by scientifically valid data.
Users are empowered to develop, test, improve and review their design based on attention prediction, allowing them to immediately identify which elements get attention. You just need to know your purpose and choose the appropriate tool.
For this reason, was compared Attention Insight vs. Expoze.
In conclusion, based on analyzed categories data it‘s important to mention that both tools have similar offerings in terms of features, design analyses, heatmaps, areas of interest, work in teams, price range, API, focus maps, and support. According to the review, users are satisfied provided opportunities and see advantages using these predicted eye-tracking tools.
However, it‘s a „must“ to mention the main important differences. Attention Insight has a better integration offering, Auto counting percentage of attention, and clarity score. It helps users better understand heatmaps and provides them with deeper insights.
After doing the poster, webpage, and package analysis using predicted eye-tracking tools and comparing with real eye-tracking data, Attention Insight conformity of heatmaps is bigger. The results are a little bit more accurate comparing analyze results to real human eye tracking results.
On the other hand, Expoze is more advanced in the video sphere. For video and games creators it‘s a big plus because it‘s possible to upload video files and get results the same quickly as other files.
In fact, the best option is to try the tools and find the best appropriate features themselves. Free trials allow you to see which service is best for your business.
Luckily, Attention Insight makes this easy and doesn’t require payment information before launching a free trial. Sign up for the free trial and test it out.
If you are ready to give payment information before launching a free Expoze trial, Sign up and test.
Comparison analyzes Attention Insight vs. Eyequant (other predicted eye-tracking tool) you can find here.