Copyright
Acclaim for Eyetracking Web Usability
Acknowledgments
About the Authors
Preface
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1 Token Chapter 1.聽Eyetracking and the Eye How Modern Eyetracking Works
Foveal Vision vs. Peripheral Vision
The Mind鈥揈ye Hypothesis
Are Looks Good or Bad?
Visualizing Eyetracking Results
Tasks Determine Looks
Other Uses of Eyetracking
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1 Token Chapter 2.聽Our Eyetracking Research Data Collected
Test Sessions
Why Many Eyetracking Studies Are Bogus
Cost of Eyetracking Research
Equipment
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1 Token Chapter 3.聽Page Layout How Do People Look at a Page?
Organization of Pages
Chapter 4.聽Navigation Menus and Information Architecture
Navigational Elements
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1 Token Chapter 5.聽Fundamental Web Design Elements On the Homepage
Logos and Tag Lines
Shopping Carts
Forms, Fields, and Applications
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1 Token Chapter 6.聽Images What Does and Doesn鈥檛 Draw Attention to an Image
Images as Obstacles
Attributes That Draw Attention
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1 Token Chapter 7.聽Advertisements It鈥檚 a Jungle Out There
When People Look at Ads
How Different Types of Ads Fare with Users
The Impact of Ad Placement
Text (Sponsored Link) Ads
Do Graphics Belong in Web Advertising?
Internal Promotions: Match the Site鈥檚 Style
External Ads: What Works
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1 Token Chapter 8.聽User Viewing Behaviors on the Web Exhaustive Review vs. Necessary or Desired Review
Momentum Behavior
Logging
Selective Disregard
Post-click Behavior
Perpetual Viewing
Eyetracking Reveals Another Level of User Behaviors
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1 Token Appendix How Much People Look at Basic Web Interface Elements
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1 Token Glossary
Index