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CS5038Tom Campbell
Can web site consumer eye-movement analysis significantly
benefit a web site business?
Tom Campbell http://www.csd.abdn.ac.uk/~tcampbel/
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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?
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CS5038Tom Campbell
What is eye-movement, and how do we track eye-movement—eye-tracking?
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CS5038Tom Campbell
The retina
Fovea
Parafovea
Periphery
Perceive most detail
Rapid decrease in amount of detail
perceived
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CS5038Tom Campbell
The eye-tracker
Infrared light
(pointing down)
Eye Camera
(pointing down)
Scene Camera
(pointing ahead)
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CS5038Tom Campbell
corneal reflection
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CS5038Tom Campbell
The corneal reflections
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CS5038Tom Campbell
Example of scanpath
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Scanpath on commercial site
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CS5038Tom Campbell
Even other mammals’ eyes work this way!
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CS5038Tom Campbell
What do we analyse with eye-tracking in relation to web sites?
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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.
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CS5038Tom Campbell
Web sites in particular…
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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
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CS5038Tom Campbell
Objective usability evaluation
User testing
•Accuracy of responses
•Task times
Eye movement analysis
•Efficiency of search
•Ease of processing
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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
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What results do we get?
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CS5038Tom Campbell
Web sites in particular…
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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.
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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.
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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!)
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CS5038Tom Campbell
Let’s look at some particular problems with the technology and how they might be corrected.
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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
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CS5038Tom Campbell
Absolute drift
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Absolute drift (corrected)
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Relative Warp
most gaze points match the objects on screen, but some appear to miss their target.
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Filtering data
Areas of interest
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More specific study!
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An eye-movement study on ?
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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
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A commercial system!
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Eyetools: a commercial systemhttp://www.eyetools.com
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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
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Is it all worth it?
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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.
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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)
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CS5038Tom Campbell
Conclusion?Probably depends on particular circumstances of the client’s web site.Money involved.
Number of users visiting.