Website Usability Research

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This illustration is a pinball layout, characterized by "jumping" eyes between different SERP elements. Typically, the movement occurs between the right sidebar and the center column of results.
gaze analysis
One user was looking for Botox prices. The numbered gazeplot shows all of his fixations over 14 seconds, which formed a pinball pattern. And yes, he looked at 158 ​​dots in 14 seconds. That scanning speed is normal.
In addition to changing gaze patterns, these SERP features have also had a huge impact on information-seeking behavior. SERP features can: Act as signposts: Their images can help users quickly verify that they are looking for the intended object.
Draw user attention: SERP features have a lot of honduras whatsapp number data visual weight on the page, which can distract the user's eyes in different directions. This is the main reason for the pinball pattern.
Consider queries and tasks. Some SERP features, such as the People and ask element or the carousel, allow Google to present multiple expanded interpretations of a query and allow users to explore these alternatives without leaving the page.
Provide quick answers. For simple information needs, SERP features often answer users' questions directly in the SERP itself. They no longer have to click on search results to achieve their goals - a phenomenon called good bounce.
Models of Gaze in China.
In 2006, we only studied English-language sites and users, but we hypothesized that we would find the same reading patterns in other languages.
In our recent user study in Beijing, we found that Chinese users also exhibited almost every pattern and behavior we found in American users.
F-sample