| Description |
1 online resource (xix, 437 pages) : illustrations |
| 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. Their findings will help designers, software developers, writers, editors, product managers, and advertisers understand how the human eyes interact with Web sites and what will significantly improve user experience. |
| 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. |
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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. |
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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. |
| Subject |
User interfaces (Computer systems) -- Testing.
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Web sites -- Design.
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Web sites -- Evaluation.
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Sites Web -- Conception. |
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Sites Web -- Évaluation. |
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User interfaces (Computer systems) -- Testing. |
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Web sites -- Design. |
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Web sites -- Evaluation. |
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User interfaces (Computer systems) -- Testing |
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Web sites -- Design |
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Web sites -- Evaluation |
| Added Author |
Pernice, Kara.
|
| Other Form: |
Print version: Nielsen, Jakob, 1957- Eyetracking web usability. Berkeley, Calif. : New Riders, 2010 9780321498366 (OCoLC)495471898 |
| ISBN |
9780321549730 |
|
0321549732 |
|
9780321510020 (E-bk.) |
|
032151002X |
|
9781282430433 |
|
1282430432 |
| Standard No. |
9786612430435 |
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