cs5038 tom campbell 1 can web site consumer eye- movement analysis significantly benefit a web site...

www.csd.abdn.ac.uk/teaching/levelfive/CS5036 1

CS5038Tom Campbell

Can web site consumer eye-movement analysis significantly

benefit a web site business?

Tom Campbell http://www.csd.abdn.ac.uk/~tcampbel/


CS5038Tom Campbell

Introduction

•What is eye-movement, and how do we track eye-movement—eye-tracking?

•What do we analyse with eye-tracking in relation to web sites?

•What results do we get?

•Is it all worth it?


CS5038Tom Campbell

What is eye-movement, and how do we track eye-movement—eye-tracking?


CS5038Tom Campbell

The retina

Fovea

Parafovea

Periphery

Perceive most detail

Rapid decrease in amount of detail

perceived


CS5038Tom Campbell

The eye-tracker

Infrared light

(pointing down)

Eye Camera

(pointing down)

Scene Camera

(pointing ahead)


CS5038Tom Campbell

corneal reflection


CS5038Tom Campbell

The corneal reflections


CS5038Tom Campbell

Example of scanpath


CS5038Tom Campbell

Scanpath on commercial site


CS5038Tom Campbell

Even other mammals’ eyes work this way!


CS5038Tom Campbell

What do we analyse with eye-tracking in relation to web sites?


CS5038Tom Campbell

The Eye-Mind Assumption

That there is a relationship between where we fix our gaze and what we are thinking about.

Caveat: however, we know that it is possible to look at one thing while thinking about something else, and that we are able to process information about things we see through peripheral vision.


CS5038Tom Campbell

Web sites in particular…


CS5038Tom Campbell

Goldberg & Kotval’s measures

Global search

Scanpath length

Spatial density

Number fixations/saccades

Number of backtracks

Local search

Average saccade length

Processing

Average fixation duration


CS5038Tom Campbell

Objective usability evaluation

User testing

•Accuracy of responses

•Task times

Eye movement analysis

•Efficiency of search

•Ease of processing


CS5038Tom Campbell

Measures often taken

Performance measures• Response Scores• Task Completion Times

Eye movement measures• Total fixation duration• Average fixation duration• Number of fixations• Spatial density of fixations


CS5038Tom Campbell

What results do we get?


CS5038Tom Campbell

Web sites in particular…


CS5038Tom Campbell

What happened in general web page?

•Scan Patterns Were Similar in all areas

•Users don’t go to the Bottom often

•What Attracted Users – animations etc. borders,

•The Role of Peripheral Vision – users somehow determined if an ad interested them before they looked directly at it.


CS5038Tom Campbell

Eye Trackers Can…

•Tell whether users are even looking at the screen.

•Tell whether users are reading or scanning.

•Learn the relative intensity of a user’s attention to various parts of a web page.

•Determine whether a user is searching for a specific item.

•Compare user scan patterns.


CS5038Tom Campbell

Eye Trackers Can’t…

Let you know whether users actually ‘see’ something.(might not be aware of something they view)

•Prove that users didn’t see something. (eg. peripheral vision)

•Determine why users are looking at something.

•Test everybody. (some people have non-standard eyes!)


CS5038Tom Campbell

Let’s look at some particular problems with the technology and how they might be corrected.


CS5038Tom Campbell

Correcting data

Choose your criteria of Margin of error:

Accurate to within 0.30 degrees = 10 pixels

2 main possible types of error are:

• Absolute drift

• Relative warp


CS5038Tom Campbell

Absolute drift


CS5038Tom Campbell

Absolute drift (corrected)


CS5038Tom Campbell

Relative Warp

most gaze points match the objects on screen, but some appear to miss their target.


CS5038Tom Campbell

Filtering data

Areas of interest


CS5038Tom Campbell

More specific study!


CS5038Tom Campbell

An eye-movement study on ?


CS5038Tom Campbell

Book Mark Finding of Alex Poole

Guidelines:• Basic• Information• 2 cues• Bottom-up

(Page title - site name)• Sort bookmarks by cue

Benefits:

Reduce frustration

Reduce search time

Reduce costs


CS5038Tom Campbell

A commercial system!


CS5038Tom Campbell

Eyetools: a commercial systemhttp://www.eyetools.com


CS5038Tom Campbell

Eyetools: business model

You tell themyour target Demographics and the URL(s) to test

They collect data (1-3 days)

They discuss the results with you

http://www.eyetools.com


CS5038Tom Campbell

Is it all worth it?


CS5038Tom Campbell

Eye-tracking benefit

Does eye-tracking benefit commercial web-sites?If the site makes millions and eye-tracking shows obvious confusion areas. Then an improvement to the site will be financially rewarding. Perhaps the registration procedure is difficult to locate a serious flaw. This was the case with the smile internet banking site until eye-tracking identified the problem.

Evaluating the degree of interest in adverts according to varying factors seems also to be beneficial.


CS5038Tom Campbell

What can you gain? •Increased profits. •Better user experience (less confusion).

What can you lose?•Cost of eye-tracking

•Opening up of business models to third party•Break up of synergy

•Relying on third party advice (which will be biased commercially)


CS5038Tom Campbell

Conclusion?Probably depends on particular circumstances of the client’s web site.Money involved.

Number of users visiting.

cs5038 tom campbell 1 can web site consumer eye- movement analysis significantly benefit a web site...

Documents

cs5038 tom campbell

tom campbell http

particular slide

perceived slide

absolute drift slide

example of scanpath

commercial site slide

corneal reflection slide