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HI ЩЦ
I ̂ ШуШ№|
Eyetracking Web Usability
New Riders, An Imprint of Peachpit, Berkeley, California USA
Contents
Preface
Eyetracking, Not All Usability
Supplementary Reports
What This Book Doesn't Cover
1 Eyetracking and the Eye
How Modern Eyetracking Works
Foveal Vision vs. Peripheral Vision
Fixations and Saccades
Why Do Users Not See Something?
The Mind-Eye Hypothesis
Are Looks Good or Bad?
Visualizing Eyetracking Results
Viewing the Heat Maps and Gaze Plots in
Tasks Determine Looks
Other Uses of Eyetracking Eyetrackers as Input Devices
2 Our Eyetracking Research
Data Collected
Study Participants
Quali tat ive and Quant i tat ive Sessions
Test Sessions Session Logistics
Web Sites and Test Tasks
Measures
Why Many Eyetracking Studies Are Bogus
Representative Users
Realistic Task Performance
Wide Variety of the Web Sites and Tasks
Weigh the Evidence
Cost of Eyetracking Research
Overall Study Costs
Recruiting Costs
Lost Eyetracking and Recorded Data Costs
Eyetracking-Related Costs
Equipment
Eyetracking Web Usability
Page Layout 47
How Do People Look at a Page? 50
Users Looking for News 50
Users Looking to Buy 53
Users Buying a Specific Item 58
Users Doing a Very Specific Task 61
Web Design Standards That Users Look For 64
Organization of Pages 66
Light Pages Encourage Looking 66
Content Placement and Visual Indicators 70
Use Priority Spots 72
Allocate Screen Real Estate Wisely 98
The Most Important Elements Should Stand Out 103
The Price of Miscues 105
Using Eyetracking to Improve Page Layout 108
Navigation 113
Menus and Informat ion Architecture 114
Global Navigation 114
Consistent, Persistent, and Simple Navigation 116
Subpar Subnavigation 118
Vanishing Navigation 121
How Informat ion Architecture Can Al ienate Users 131
Branding and Market ing in Menus Confuses People 135
Util ity Navigation 140
Navigational Elements 142
Links and Headings 142
Buttons 145
Breadcrumbs 156
Search Front-End 156
Fundamental Web Design Elements 159
On the Homepage 160
Login 162
Privacy Policy 163
Contact 163
Language Selectors 164
Logos and Tag Lines 164
Shopping Carts 165
When to Feature Exposed Shopping Carts 172
Contents XI
Forms, Fields, and Applications 176
Grouping Sections and Placing Field Labels 176
Don't Break Up Phone Number Fields 188
Short Forms Make for Easy Scanning 189
Avoid Prompt Text in Fields (At Least for Now) 191
Guidelines for Reducing Fixations in Forms 192
Images 195
What Does and Doesn't Draw
At ten t ion to an Image 196
Images as Obstacles 197
Omit Filler Images 203
Attr ibutes That Draw At ten t ion 204
Contrast, Quality, and Detail 204
Mot ivat ion and Expectations Can Help Even
Bad Images Get Looks 206
Original i ty 213
Relationship to Content 218
Magnetic Elements 226
Informat ional Images 270
Images That Resemble Advertisements 283
Cartoons and Illustrations 285
Images in E-commerce 289
Moving Images 302
Advertisements 325
It's a Jungle Out There 326
When People Look at Ads 327
Doing Tasks vs. Browsing 327
How Different Types of Ads Fare w i th Users 332
The Impact of Ad Placement 334 Ad Relativity and Compet i t ion in User Interfaces 335
Banner Blindness 339
Text (Sponsored Link) Ads 342
Why People Look at Sponsored Links on SERPs 342
Sponsored Links on Other Pages 343
Sponsored Links and Hot Potato Behavior 345
Do Graphics Belong in Web Advertising? 347
Internal Promotions:
Match the Site's Style 348
Assess Your Promotion for Lookabil i ty 354
Eyetracking Web Usability
External Ads: What Works 356
Large, Readable Graphical Text Alone or
Separate f rom Images 356
Magnetic or Thri l l ing Graphical Properties 359
Animated Ads 364
8 User Viewing Behaviors on the Web 373
Exhaustive Review vs. Necessary or Desired Review 374
Exhaustive Review Can Be Downr ight Exhausting 380
Bad Record for Some Baseball Sites 383
What Happens When Informat ion Is Too Complicated 392
Momentum Behavior 396
Logging 402
Selective Disregard 402
Post-click Behavior 405
Post-click Verif ication 405
Post-click Looks 409
Perpetual Viewing 412
Impatient Looking 412
Residual Looks 415
Eyetracking Reveals Another Level of User Behaviors 416
Appendix 420
How Much People Look at Basic Web Interface Elements 420
Glossary 422
Index 424
Contents XII