Eye tracking research into South African websites

The reason why are we losing s

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Liron Segev

Twitter: @Liron_Segev

#EyeTrack

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Liron Segev - Twitter: @Liron_Segev #EyeTrack

My Website – I am Unique

*Navigation - at the top

Sliders - with pics

Search box - at the top

Logo - top left


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Marketing :

“I know

above the

line, below

the

line, through

the line”

CEO:

“I sign the cheque

cause I am CEO

BI*CH”

IT Techie:

“I am certified in

C++, MCSE, A+, PHP, J

AVA, SQL, TCP/IP”

Designer:

“I rock Paint

Shop, Photo

Shop, Coral

Draw & have

a Paint brush

DUDE”

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“Best Practice” “Industry Standard”

Ironic that the search for the perfect website designed has lead us to the

point that every site looks exactly the same.

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Stats tells us WHAT the web user does,

We need to know HOW the web user does it

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Great Minds

A like think


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We Measure:

• What people instantly see on the site

• In what order people view the information

• Where people’s eyes fixate

• What people don't see at all

10 Websites:


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“Make headlines BIG so users

see the information.

User don’t read small print”

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• Smaller font encourages people to read

• Large font encourages people to scan

• People read both headline AND text when headline is bold

and the same size as the text

• People only look at the left one-third of the text

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“Divide the web page into

clear, separated blocks

otherwise the user will be

confused”

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• Visual Break discouraged further reading

8ta News24

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“People read from LEFT to

RIGHT as we are used to in

the real world”

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Liron Segev - Twitter: @Liron_Segev

• People scan down a list of headlines on the left

• Headlines have less than 1 second of attention

iol

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“Navigation must be at the

top – that is where people

expect it to be”

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• Right-hand navigation received more attention than top navigation

• Up to 29% more user engagement than top-navigation

Vodacom

DSTV

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“Charge top money for Headline

Banner as it’s the first thing

people see”

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• Banners at the top = least attention

• Text + Pictures ads = most attention @ 6 seconds (on avg)

• Text-only ads received attention for 1.2 seconds (on avg)

• Bigger ads = better chance of being seen

• “Skyscraper” did not fare well and largely ignored unless part of content

iol

MTN

Ster Kinekor

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• Right-hand adverts received more attention

• Ads in the middle of the page were received well

• Ads on the left not so well

• Ads close to popular content did well

News24 DSTV

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“Usage of images must be

sparse and generic images

are best”

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• Large images hold the attention longer

• Images at least 210x 230 pixels viewed by more than half the testers

• Clear faces attract attention

• Images were often ed - repeatedly

Cell DSTV

Compticket - Face Compticket – No Face

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1. Info that requires reading should be the same font & size as the headline

2. Place catchy headlines on the left where people scan

3. Play with navigation to keep attention

4. Ads do work if placed strategically and on the right

5. Large clear images with people’s faces work well

Thank you for your time !

Liron Segev – www.EyeTracking.co.za

Email: [email protected]

Blog: TheTechieGuy.com

Cell : 0837881911

Twitter: @Liron_Segev

Eye tracking research into South African websites

Technology