Left to right: Graduate student Sneha Pochinapeddi and professors Hong Sheng and Nick Lockwood with a gaze plot depicting eye-tracking data on a website. Photo by B.A. Rupert

Eyes may be the “windows to the soul,” as the adage states. But Missouri S&T researchers are finding that how the eye moves around a website — and how long it lingers on a particular section — can also reveal a lot about the importance of web design as a means of holding attention.