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11

Eyetracking study of e-commerce sites

Eyetools Inc and MarketingSherpa have published the report "The Landing Page Handbook". The report describes the results of an eyetracking study of typical e-commerce sites and has design guidelines for improving web page layout.

Some highlights from the report:
- The upper-left corner is always seen
- Most web pages are scanned, not read
- Any text that is underlined or blue get high readership and many people will read only the emphasized text before deciding to read on
- Material underneath images is viewed quite often
- People experience such a strong pull to look at images that they can trump left-to-right reading
- Navigational links or bottoms usually distract visitors from the main purpose of the page

Links:

  • The article Are Your Visitors Seeing What You Think? Open link in new window
  • The book The Landing Page Handbook Open link in new window

Henrik Olsen - March 03, 2005 - via UI Designer

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See also: Persuasive design (21)  E-commerce (27)  Landing pages (5)  Research (129)  Books (47) 


 

12

Blog on eyetracking research

Greg Edwards had dedicated a blog to eyetracking analysis. He will publish interesting viewing data and rules-of-thumb from measuring what people read, look at, skip, and ignore on web pages.

Links:

  • The blog Eyetools Research Blog Open link in new window

Henrik Olsen - February 23, 2005

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See also: Blogs (12) 


 

13

Eyetracking project reveals how people perceive new sites

A very interesting eyetracking research project looked through the eyes of 46 people to learn how they see online news. It's impossible to summarize the many findings, but here are some highlights:

- Headlines had less than a second of a site visitor's attention
- Smaller type encourages focused viewing behavior
- Larger type promotes scanning
- Shorter paragraphs get more attention than longer ones
- People often looked only at the first couple of words in blurbs
- People typically looked below the first screen
- Navigation placed at the top of a homepage performed best

Links:

  • More highlights by CyberJournalist.net Open link in new window
  • The Eyetrack III web site Open link in new window

Henrik Olsen - September 09, 2004 - via WebReference Update

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See also: Research (129)  Web page design (40) 


 

14

How people scan web pages

The usability consultancy UIE conducted an eyetracking study to find out how people scan a typical three column web page layout.

Some major findings:
- The users usually scanned in the centre area first, then the left area and then the right column
- The users would only investigate the left and right column when looking for additional information
- The users quickly learned to look where they would expect to find relevant content and avoid areas which was unimportant to their current task, such as banner ads
- The users would only re-evaluate their scan strategies when they detected changes in the layout of pages
- The users where able to determine if surrounding content was relevant before looking directly at it, suggesting that peripheral vision plays a central role in the interaction with the web pages
- Ads attracted users only when they related to the current task

Links:

  • The article Testing Web Sites with Eye-Tracking Open link in new window

Henrik Olsen - October 21, 2003

Permanent link Comments (2)

See also: Research (129)  Web page design (40) 


 
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