Eye Tracking Case Study

Abstract

A proposed design for the American Society of Clinical Oncology (ASCO) Web site was evaluated against the original design in terms of the ease with which the right starting points for key tasks were located and processed. This report focuses on the eye tracking methodology that accompanied other conventional usability practices used in the evaluation. Twelve ASCO members were asked to complete several search tasks using each design. Performance measures such as click accuracy and time on task were supplemented with eye movements which allowed for an assessment of the processes that led to both the failures and the successes. The report details three task examples in which eye tracking helped diagnose errors and identify the better of the two designs (and the reasons for its superiority) when both were equally highly successful. Advantages and limitations of the application of eye tracking to design comparison are also discussed.

Practitioner’s Take Away

  • One of the ways eye tracking can benefit user experience research is by providing additional measures that help compare alternative designs of the same interface.
  • Time on task and error rate do not always tell the whole story. Eye movements help reveal the process, often not fully conscious, that led to these observable outcomes.
  • Eye tracking should be used when a detailed evaluation of visual search is required to make recommendations. The number of times the target was looked at and the number of fixations prior to the first fixation on the target provide information about the attention deployment stage of search (Did users see the target? Did they have trouble locating it?) and about the target processing stage (Did users have difficulties comprehending the target?).

Published in: in Volume 1, Issue 3,

Want to know how you should appear in search results, where to place your most important information when trying to improve your website for conversions, and how to draw attention to your products in advertising? Then you will want to check out these valuable lessons from popular eye tracking studies.

How You Need to Be Listed in Search Results

Photo Credit: Fabio Premoli on Flickr

SEOmoz, one of the leading SEO blogs, published an eye tracking study on Google searches for local pizza shops, how to make pizza, pizza making tools, and major pizza chains. Quick lessons to be learned from this study include the following.

• You want to be at the top of search results when the results will be primarily text based without local results.

• If the search is for local-based businesses, you want to be in the top five to ten places that come up in the local search results area.

• If the search is on a how to topic, you will want to have video that appears in the first page of search results as videos usually stand out more with their thumbnails.

• If you are a retailer, you will want to make sure your products are included in Google Shopping so that your product images appear in search results.

• If you are a large brand with local shops, you will dominate the top area of search results with additional links to pages beyond your homepage as well as local search results, both of which will get lots of attention from searchers.

Where to Place Your High Conversion Elements

Photo Credit: Michael Sauers on Flickr

In our recent post on how to improve your website for conversions, we mentioned that your conversion goals should be prominently displayed throughout your website. What you can learn from eye tracking case studies on websites is where to put high converting elements like your mailing list sign up form, buy now buttons, and any other thing that you want visitors to find on your website immediately when they arrive.

Let’s say that you want to improve conversions from your blog. Web Distortion listed 8 eye tracking studies from popular blogs to show where the hot spots were. Aside from the content itself, most eyes were drawn to the headers, particularly the right side of the headers where banner ads appeared or where the main navigation was located. Then they were drawn to right-hand sidebars.

How to Draw Attention to Your Products in Advertising

Photo Credit: Think Eye Tracking

If you’re using advertisements in print or online to get more visitors to your website, you’ll want to make sure that your product and it’s message is getting people’s attention. There are lots of subtle ways to make sure this happens. In this eye tracking case study by Think Eye Tracking, all it took was a simple change of having the model look toward the product instead of looking toward the camera.

Have you ever reviewed or conducted an eye tracking case study? What other valuable insights have you learend?

Posted on December 05th, 2012

Posted in Blog, How To Articles

Categories: 1

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