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Eyetracking web usability /
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 fin...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Berkeley, Calif. :
New Riders,
©2010.
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- 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.
- 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.
- 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.