Usability Research

Eye-tracking technology allows you to carry out usability-testing in order to identify website features and problems, faced by the target audience.
Eye-tracking is the only research method that objectively reveals what users pay attention to while interaction with various website elements.
The unique data allow to measure usability and attractiveness of your website, to assess visibility of navigation services and to compare several types of design. Together with classical polling methods Eye-tracking research data provide more detailed view of the website understandability and difficulties, faced by your visitors.

Usability Research with the use of Eye-tracking technology is valuable at all stages of website development process. They may be used for identification of problems at the stage of improvement and modernization or at the stage of development in order to check how your website interacts with your target audience.

This type of research answers the following questions:
  • How and where do users search for information, section, function or service on the website?
  • Is advertising visible on the website?
  • Do visitors pay attention to special offers and promotions?
  • How visible and understandable are the elements of website navigation?

EXAMPLE: INTERNET RESOURCE TESTING

Objective: usability testing of the web interface

Methodology: There were 50 respondents participated in the research. Everyone was offered to find the product on the page that he's liked.

The "heat map" based on the first 30 seconds of the web browsing of all respondents.

It is important to note the difference of visual perception of various demographic groups. We can see that regular Internet users have an attention more  focused on the main elements of the page: products, upper bookmarks and main menu. More rare Internet users have less concentrated attention that includes besides basic elements also the various banners, advertisements and more goods.

Infrequent users (n = 18)                  Regular users (n =32)

Usability: respondents identified on the 10 - point scale the usability of this online resource as 6.72 points.

The following schedule applies to the main menu on the page and shows: how quickly the respondents found this area on the page and how quickly they moved to action by clicking the mouse.

Possible increase in visitors action to 70% depend on improving of the main menu design. The average respondent needs 4.1 seconds to see the main menu. Before clicking the mouse and moving to another page visitors keep the gaze at more 9.4 seconds.

Selected on the homepage the following areas we've received the distribution of visual attention in the percentage of each zone. We see that most respondents drew attention to navigation on the page (48%), sales promotion is also interesting for consumers (22%) and only 2% of attention falls on the brand.

This schedule shows how quickly the respondents pay attention to this or that area on the page and how many respondents (%) notice a certain zone. We can see that the web browsing begins with the upper part of the page: respondents notice in the first place the upper bookmarks, logo and top banners. It should be noted that the bottom of the page is virtually ignored by visitors, it draws attention to the least of respondents (41%).

SUMMARY:

  • The focus of respondents attention is on the products placed on the page;
  • Only 2% of all respondents attention falls on the logo;
  • Respondents need more than 10 seconds to notice the main menu and click on one of the sections;
  • Web resource browsing starts with the top of the page;
  • The bottom of the page almost isn't noticed by the respondents;
  • The average ease of use of this web resource = 6.72 points on the 10 - point scale.