Information Technology Reference
In-Depth Information
is tied directly to getting customers to notice something. Also, it's a concern
when there are certain elements critical to task success or having a positive expe-
rience. When users don't see them, you can be sure that is a problem.
Figure 7.8
is an example of how to define specific regions on the page. These
regions are typically referred to as “look zones” or “areas of interest” (AOIs).
AOIs are essentially those things that you want to measure, as defined by a set
of
x
,
y
coordinates. When analyzing time spent looking at different regions, keep
the following in mind:
•
Define each region carefully. Ideally, there will be a small amount of
white space in between regions to make sure the eye movements don't
get caught in between two AOIs right next to each other.
•
Eachregionshouldbefairlyhomogeneous,suchasnavigation,content,
ads, legal information, and so forth. If you prefer to subdivide your AOIs
into individual elements, you can always aggregate the data later on.
•
WhenpresentingdatabyAOIs,thequestionaboutwhereparticipants
actually looked within the region typically comes up. Therefore, we rec-
ommend including a heat map, as in
Figure 7.6
, that shows the continu-
ous distribution of fixations.
Figure 7.8 Example of the Amazon Movies website with AOIs showing summary statistics for each AOI.
Another useful way to analyze eye movement data by AOIs is through a binning
chart (see
Figure 7.9
). A binning chart shows the percentage of time spent look-
ing at each AOI by some time interval. Keep in mind that the percentages might
not add up to 100% unless all the available space is represented within an AOI.
Figure 7.9
shows that AOI 1 (green) received more visual attention in the first few
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