While in that context Tim is referring to real eye-tracking tests, similar logic would apply to simulations that are reasonably representative of the real thing. Although AttentionWizard is a paid service, it allows one free heat map to be generated per day.
Roger Dooley is the author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing (Wiley). The problem with that kind of tools is are not completely trusted as the original test of eye-tracking. Feng-GUI service uses software to analyze the images you upload and provide image owners with heat maps and attention analysis information.

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