We use eye-tracking technology in our surveys to evaluate visual material (advertisements, websites, etc.). This technology traces eye movement and focus of gaze. It helps to determine what the respondents notice and how they perceive it as well as whether the elements tested perform their function: Are they noticed? Do they convey a desired message? Eye movement trajectory allows evaluating which elements of a website are easy to notice and which ones need additional technical solutions. The use of eye-tracking allows maximising the effect of visual elements and websites and thus achieving the best results.