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 findings will help designers, software developers, writers, editors, product managers, and advertisers understand how the human eyes interact with Web sites and what will significantly improve user experience.

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…