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There are two points I would like to raise on this point, fitrlsy in the example the person is looking at an image, not a website and therefore by definition the viewers behaviour will be different when looking at an image they are passive unless given a task and will just browse the picture, normally looking at faces, mouths and following cues such as pointing fingers, roads that lead into the distance and so on. When you give them a task such as how many people are there' or judge their ages' then of course their behaviour will change as they try to answer that question. When doing web testing with eye tracking the participant is in an active state as they will have been given a task prior to going onto the web page (unless it is a free roam exercise which usually offer little insight and we do not recommend this type of task) so they will of course be trying to complete their task (make a purchase, log in to an account, search for x' or whatever) and of course their behaviour will be driven by the task and their interaction and gaze within the page will be appropriate to the task in hand. So if we run three different tasks on a web page then we will have three different interactions and gaze journeys for each participant and we analyse them accordingly so they are relevant to search strategy, menu naivgation and so on and therefore the data is relevant, and invaluable, to assessing the sites usability against the benchmark or task applied. It would be a very bad usability practioner that gives someone a website and tells them to do whatever they want and then try to draw some conclusions .