What you see is what you get: a university website eye-tracking analysis

This study analyses the influence of informative content related to rankings, reputation, and recommendations on university websites, as well as how such information is presented. Experimental data were collected through eye-tracking techniques and a web-based questionnaire. Eye-tracking was used to examine how gaze objects affect visual attention patterns and users' cognitive processes. The results show that the central area of the screen attracted the highest level of attention, while other areas generated different degrees of visual interest. In addition, third-party recommendations appeared to be more stimulating than information about rankings or institutional reputation. These findings are relevant because students' assessment and choice of university often depend on information provided by independent rankings, reputation evaluations, and recommendations from others. Understanding these factors can help universities improve strategic planning, strengthen loyalty among their target audiences, and develop more integrated and coordinated communication policies. The study also highlights the importance of images and presentation formats in attracting attention and supporting recall.