GMI, a company in market research, offers a product for click testing, which according to their claims can be used to '[accurately measure] what consumers notice on the [web] page'. Test subjects are shown a couple of pages and are asked for each page to click on the 5 elements that first grab their attention. The software uses these data to generate a so-called 'heat map'.
It's nice software to play with, and the heat maps it generates are certainly appealing and interesting. A little critical note though. We know from cognitive psychology that there can be great differences between what users think and what they claim they think. This is one of the reasons why 'thinking out loud'-tests have only limited value. GMI's software does not measure which elements grab the user's attention, but can provide valuable insights on what users think they focus on, in an easy manner and at relatively low cost.
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