Most website design today aims to create the best user experience possible, whether it’s intention is to inform, convert or sell. Therefore it stands to reason that the more understanding you have about how users browse and read websites, the better the site design and overall outcome can be. The study of eye tracking measures the motion of the eye when reading, using special equipment to detect exactly where people focus when viewing a website. This research provides insights into which parts of a design users are attracted to, and which are overlooked.
The origins of eye tracking date back to the late 1800’s when French ophthalmologist Louis Emile Javal noted that people do not read smoothly across a page, but rather pause on some words while moving quickly through others. Fast forward to the 21st century and studies and technology surrounding eye tracking has evolved to a point where it is now quite commonly used by marketers and brands to develop and refine advertising campaigns in print and television as well as user friendly websites. Saying this, access to eye tracking technology may be a stretch for many small to medium businesses, but following the research of others can provide great insight into website usability and best practices when planning site design. Researcher and web usability pioneer Jakob Nielsen authored a book Eye Tracking Web Usability which analyzes “…1.5 million instances where users look at Web sites to understand how the human eyes interact with design.” Here are some of the key insights identified by Jakob Nielsen.
- In contrast to what you were taught in school, Nielsen’s research found that users often read web pages in an F shaped pattern; two horizontal strips, followed by a vertical stripe.
- Nielsen found that web users spend 69% of their time viewing the left half of the page and 30% viewing the right half, therefore conventional layout is the best approach when planning web design.
- Users spend 80% of their time viewing information above the page fold, or without having to take further action. Although they do eventually scroll, only 20% of their attention is allocated below the fold, so make sure your core message, information or campaign goal is placed above the fold.
- Visuals are important, but stick to photos and images that contain relevant content when vying for users attention. Product shots or pictures of real people add more value than purely decorative imagery.
What are your thoughts on eye tracking in website usability, or perhaps you have stumbled across some interesting findings yourself? Let us know below.