Eyetracking web usability / Jakob Nielsen, Kara Pernice.

Format:

Book

Author/Creator:

Nielsen, Jakob, 1957-

Contributor:

Pernice, Kara.

Series:

Voices That Matter

Language:

English

Subjects (All):

User interfaces (Computer systems)--Testing.

User interfaces (Computer systems).

Web sites--Design.

Web sites.

Web sites--Evaluation.

Physical Description:

1 online resource (xix, 437 p.) : ill.

Edition:

1st edition

Place of Publication:

Berkeley, Calif. : New Riders, c2010.

System Details:

text file

Summary:

Eyetracking Web Usability is based on one of the largest studies of eyetracking usability in existence. Best-selling author Jakob Nielsen and coauthor Kara Pernice used rigorous usability methodology and eyetracking technology to analyze 1.5 million instances where users look at Web sites to understand how the human eyes interact with design. Their findings will help designers, software developers, writers, editors, product managers, and advertisers understand what people see or don’t see, when they look, and why. With their comprehensive three-year study, the authors confirmed many known Web design conventions and the book provides additional insights on those standards. They also discovered important new user behaviors that are revealed here for the first time. Using compelling eye gaze plots and heat maps, Nielsen and Pernice guide the reader through hundreds of examples of eye movements, demonstrating why some designs work and others don’t. They also provide valuable advice for page layout, navigation menus, site elements, image selection, and advertising. This book is essential reading for anyone who is serious about doing business on the Web.

Contents:

Cover

Acknowledgments

About the Authors

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 This Book

Tasks Determine Looks

Other Uses of Eyetracking

Eyetrackers as Input Devices

2 Our Eyetracking Research

Data Collected

Study Participants

Qualitative and Quantitative 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

3 Page Layout

How Do People Look at a Page?

Users Looking for News

Users Looking to Buy

Users Buying a Specific Item

Users Doing a Very Specific Task

Web Design Standards That Users Look For

Organization of Pages

Light Pages Encourage Looking

Content Placement and Visual Indicators

Use Priority Spots

Allocate Screen Real Estate Wisely

The Most Important Elements Should Stand Out

The Price of Miscues

Using Eyetracking to Improve Page Layout

4 Navigation

Menus and Information Architecture

Global Navigation

Consistent, Persistent, and Simple Navigation

Subpar Subnavigation

Vanishing Navigation

How Information Architecture Can Alienate Users

Branding and Marketing in Menus Confuses People

Utility Navigation

Navigational Elements.

Links and Headings

Buttons

Breadcrumbs

Search Front-End

5 Fundamental Web Design Elements

On the Homepage

Login

Privacy Policy

Contact

Language Selectors

Logos and Tag Lines

Shopping Carts

When to Feature Exposed Shopping Carts

Forms, Fields, and Applications

Grouping Sections and Placing Field Labels

Don't Break Up Phone Number Fields

Short Forms Make for Easy Scanning

Avoid Prompt Text in Fields (At Least for Now)

Guidelines for Reducing Fixations in Forms

6 Images

What Does and Doesn't Draw Attention to an Image

Images as Obstacles

Omit Filler Images

Attributes That Draw Attention

Contrast, Quality, and Detail

Motivation and Expectations Can Help Even Bad Images Get Looks

Originality

Relationship to Content

Magnetic Elements

Informational Images

Images That Resemble Advertisements

Cartoons and Illustrations

Images in E-commerce

Moving Images

7 Advertisements

It's a Jungle Out There

When People Look at Ads

Doing Tasks vs. Browsing

How Different Types of Ads Fare with Users

The Impact of Ad Placement

Ad Relativity and Competition in User Interfaces

Banner Blindness

Text (Sponsored Link) Ads

Why People Look at Sponsored Links on SERPs

Sponsored Links on Other Pages

Sponsored Links and Hot Potato Behavior

Do Graphics Belong in Web Advertising?

Internal Promotions: Match the Site's Style

Assess Your Promotion for Lookability

External Ads: What Works

Large, Readable Graphical Text Alone or Separate from Images

Magnetic or Thrilling Graphical Properties

Animated Ads

8 User Viewing Behaviors on the Web

Exhaustive Review vs. Necessary or Desired Review

Exhaustive Review Can Be Downright Exhausting

Bad Record for Some Baseball Sites

What Happens When Information Is Too Complicated.

Momentum Behavior

Logging

Selective Disregard

Post-click Behavior

Post-click Verification

Post-click Looks

Perpetual Viewing

Impatient Looking

Residual Looks

Eyetracking Reveals Another Level of User Behaviors

Appendix

How Much People Look at Basic Web Interface Elements

Glossary

Index.

Notes:

Description based on print version record.

Includes index.

Description based on publisher supplied metadata and other sources.

ISBN:

9786612430435

9786612677533

9780321473943

0321473949

9780321714077

0321714075

9780321510020

032151002X

9781282430433

1282430432

9781282677531

1282677535

9788131749135

8131749134

OCLC:

606573019