Area of interest
also: AOI
An area of interest (AOI) is a region you define on a design — a CTA, a headline, a price — to measure how much predicted or real attention it captures. AOIs turn a heatmap into a number you can compare and track.
A heatmap is qualitative; an AOI makes it quantitative. By drawing a box around your primary button you can ask 'what share of first-seconds attention does it earn?' and compare that across variants, devices, or before and after a change.
AOIs are how attention testing connects to conversion goals: the elements that must be seen (offer, CTA, trust signal) each get an AOI, and you optimize until each captures its fair share. It is the difference between 'the page looks busy' and 'the CTA gets 4% of attention — fix it.'
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