scholarly journals Eye tracking scanpath analysis on web pages

2016 ◽  
Author(s):  
Sukru Eraslan ◽  
Yeliz Yesilada ◽  
Simon Harper
Keyword(s):  
Eye Tracking ◽  
Web Pages ◽  
Scanpath Analysis

scholarly journals Eye tracking scanpath analysis techniques on web pages: A survey, evaluation and comparison

2015 ◽  
Vol 9 (1) ◽  
Author(s):  
Sukru Eraslan ◽  
Yeliz Yesilada ◽  
Simon Harper
Keyword(s):  
Eye Tracking ◽  
Cognitive Processing ◽  
Sequential Analysis ◽  
Transition Probabilities ◽  
Third Party ◽  
Web Pages ◽  
Tracking Data ◽  
Analysis Techniques ◽  
Survey Evaluation ◽  
Scanpath Analysis

Eye tracking has commonly been used to investigate how users interact with web pages, with the goal of improving their usability. This article comprehensively revisits the techniques that could be applicable to eye tracking data for analysing user scanpaths on web pages. It also uses a third-party eye tracking study to compare these techniques. This allows researchers to recognise existing techniques for their goals, understand how they work and know their strengths and limitations so that they can make an efficient choice for their studies. These techniques can mainly be used for calculating similarities/dissimilarities between scanpaths, computing transition probabilities between web page elements, detecting patterns in scanpaths and identifying common scanpaths. The scanpath analysis techniques are classified into four groups by their goals so that researchers can directly focus on the appropriate techniques for a sequential analysis of user scanpaths on web pages. This article also suggests dealing with the limitations of these techniques by pre-processing eye tracking data, considering cognitive processing and addressing their reductionist approach.

An Eye Tracking Study on Visual Search and Browse Strategies of Elderly People on Web Pages

2014 ◽  
Vol 556-562 ◽  
pp. 6154-6158
Author(s):  
Xing Yu Su ◽  
Mi Li ◽  
Sheng Fu Lu ◽  
Yu Zhou ◽  
Peng Fei Liu ◽  
...  
Keyword(s):  
Visual Search ◽  
Eye Tracking ◽  
Elderly People ◽  
Central Area ◽  
The Elderly ◽  
Web Pages ◽  
Mental Load ◽  
Visual Behaviors ◽  
Peripheral Area ◽  
Growing Population

With a growing population of elderly people, more Web pages designed for the elderly appear. The design of Web pages not only is required to meet the physical characteristics of the elderly, but also needs to meet the characteristics of elderly visual behaviors. This study aims to investigate the strategy of elderly people in visual search and browse on Web pages using eye-tracking. The experimental results showed that, in visual search, the elderly people were under a higher mental load, and more likely to pay attention to the peripheral area; whereas in visual browse, their mental load is lower, and more likely to pay attention to central area. The results indicate that, the Web pages designed for the elderly should try to put the title with the hyperlink feature on the peripheral area, and put the main information content on the central area. Furthermore, it should take measures to reduce the mental stress of the elderly in visual search on Web pages.

scholarly journals Less users more confidence: How AOIs don’t affect scanpath trend analysis

2017 ◽  
Vol 10 (4) ◽  
Author(s):  
Sukru Eraslan ◽  
Yeliz Yesilada ◽  
Simon Harper
Keyword(s):  
Eye Tracking ◽  
Trend Analysis ◽  
User Studies ◽  
Web Pages ◽  
Web Page ◽  
Page Segmentation ◽  
Visual Elements ◽  
Segmentation Approach ◽  
Areas Of Interest

User studies are typically difficult, recruiting enough users is often problematic and each experiment takes a considerable amount of time to be completed. In these studies, eye tracking is increasingly used which often increases time, therefore, the lower the number of users required for these studies the better for making these kinds of studies more practical in terms of economics and time expended. The possibility of achieving almost the same results with fewer users has already been raised. Specifically, the possibility of achieving 75% similarity to the results of 65 users with 27 users for searching tasks and 34 users for browsing tasks has been observed in scanpath trend analysis which discovers the most commonly followed path on a particular web page in terms of its visual elements or areas of interest (AOIs). Different approaches are available to segment or divide web pages into their visual elements or AOIs. In this paper, we investigate whether the possibility raised by the previous work is restricted to a particular page segmentation approach by replicating the experiments with two other segmentation approaches. The results are consistent with ~5% difference for the searching tasks and ~10% difference for the browsing tasks.

Attention and behaviour on fashion retail websites: an eye-tracking study

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rosy Boardman ◽  
Helen Mccormick
Keyword(s):  
Eye Tracking ◽  
Design Methodology ◽  
Ecological Validity ◽  
Future Research ◽  
Complex Nature ◽  
Web Pages ◽  
Structured Interviews ◽  
Top Down ◽  
Content Type ◽  
Consumer Attention

PurposeThe purpose of this paper is to identify attention, cognitive and affective responses towards a fashion retailer's website and the behavioural outcomes when shopping online.Design/methodology/approach52 eye-tracking tests and 52 qualitative semi-structured interviews were conducted.FindingsConsumer attention and behaviour differ across web pages throughout the shopping journey depending on its content, function and consumers' goal. Top-down attention is more dominant than bottom-up attention when consumers are shopping online for fashion items. The product listings page was the most frequented and had the most time spent on it. Consumers enjoy browsing for products and adding them to their basket to evaluate them together later. Customisation and personalisation features are the most valued due to their ability to make the experience more convenient and enjoyable.Originality/valueThis article contributes novel findings that the content and design of the website affects attention in different ways. It demonstrates that research cannot simplify viewing patterns for fashion shopping online. The study extends the SOR framework, showing that top-down attention, when provided with personalisation and customisation features, results in approach behaviour. A lack of personalisation or customisation features results in avoidance behaviour. The complex nature of consumer attention and behaviour during their holistic shopping journey advocates the need for eye-tracking research to be conducted on a live website for ecological validity, providing a methodological contribution which can be used for future research.

Using Eye Tracking Data to Help Build Better Web Pages

1998 ◽  
Vol 42 (23) ◽  
pp. 1613-1613 ◽  
Author(s):  
Steve Ellis ◽  
Ron Candrea ◽  
Jason Misner ◽  
Christopher Sean Craig ◽  
Christopher P. Lankford ◽  
...  
Keyword(s):  
Eye Tracking ◽  
Web Pages ◽  
Tracking Data
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