Realeyes 2008

1. EYE-TRACKING &
VEEBIDISAIN
2008

2. EYE-TRACKING &
VEEBIDISAIN
KAVA
Miks eye-tracking?
Kuidas?
Mõned näited
www.realeyes.it

3. EYE-TRACKING &
VEEBIDISAIN
MIKS?
Tulus investeering
Protsesside optimeerimine
Veebi potentsiaali realiseerimine
www.realeyes.it

4. EYE-TRACKING &
VEEBIDISAIN
MIKS?
“Business intelligence”
Kuidas leht töötab kasutaja vaatenurgast
Mis toimub enne klikkimist
Benchmarking
www.realeyes.it

5. EYE-TRACKING &
VEEBIDISAIN
MIKS?
Kommunikatsioon
Kasutajad - Disainerid
Juhid - Disainerid
www.realeyes.it

6. EYE-TRACKING &
VEEBIDISAIN
MIKS?
Sisupaigutus
Tähtsad asjad nähtavale kohale!
The email on the left was a
Christmas campaign of a
large retailer.
We eye-tracked this email
to see where people look
most on the email.
Each color represents
different areas of the web
page where people could
click.
We measured how much
attention each area
recieved and mapped it
against the actual email
campaign results.
www.realeyes.it

7. EYE-TRACKING &
VEEBIDISAIN
MIKS?
Disainiotsused
Vali lahendus mis annab parimaid tulemusi
Objektiivsed numbrid, mitte arvamused
Väldi riske mida pole mõtet võtta
www.realeyes.it

8. EYE-TRACKING &
VEEBIDISAIN
KUIDAS?
Eye-tracking monitorid
jälgivad infrapuna peegeldusi
inimeste pupillidelt.

9. EYE-TRACKING &
VEEBIDISAIN
KUIDAS?
Videod ei lingi siit – palun küsi link mihkel@realeyes.it kui soovid videot

10. EYE-TRACKING &
VEEBIDISAIN
KUIDAS?
See oli ainult 1 inimene
Eye-tracking analüüs vajab korralikku valimi suurust.
50 inimese andmete põhjal on tulemus juba usaldusväärne.
Miks 50?
Microsoft
PowerPoint Presentation

11. EYE-TRACKING &
VEEBIDISAIN
KUIDAS?
Need 50 inimest peavad olema
kliendi sihtgrupist.
Realeyes on loonud võrgustiku kohtadest,
kus testimisi on võimalik läbi viia:
kohvikud
raamatukogud
kaubanduskeskused
kontorid
www.realeyes.it

12. EYE-TRACKING &
VEEBIDISAIN
MILLAL?
Nüüd ja praegu
et näha kuidas leht tegelikult töötab
pisikesed muudatused võivad tuua suuri tulemusi
kas on õppida konkurentidelt? testi kuidas nende lehed toimivad
alusta progressi ja loo alus selle mõõtmiseks tulevikus
Case study:
www.realeyes.it

13. EYE-TRACKING &
VEEBIDISAIN
MILLAL?
Disainimise käigus
et leida parim lahendus
tee hästi informeeritud ja ratsionaalne otsus
hoia kokku aega/raha ja testi .jpg pilte erinevatest disainidest
väldi uue disainiga kaasnevaid mittevajalikke riske
Case study:
www.realeyes.it

14. EYE-TRACKING &
VEEBIDISAIN
MILLAL?
Pärast uue disaini kasutuselevõttu
et optimeerida uut disaini
hoia kinni tähtsatest tähtaegadest
anna viimane lihv testides veebi mis on juba ‘live’
Case study:
www.realeyes.it

15. EYE-TRACKING &
VEEBIDISAIN
MÕNED “MÜÜDID”
Tekst vs pilt
“F-shape”
“Banner blindness”
www.realeyes.it

16. EYE-TRACKING &
VEEBIDISAIN
TEKST
vs
PILT
www.realeyes.it

17. EYE-TRACKING &
VEEBIDISAIN
TEKST
vs
PILT
www.realeyes.it

18. EYE-TRACKING &
VEEBIDISAIN
TEKST
vs
PILT
www.realeyes.it

19. EYE-TRACKING &
VEEBIDISAIN
TEKST
vs
PILT
HEA NÄIDE Following heatcast shows second by second
where people’s eyes were looking while they
searched for a digital camera.
This heatcast aggregates data of 50 people.
www.realeyes.it

20. EYE-TRACKING &
VEEBIDISAIN
F-SHAPE
MITTE ALATI
Following heatcast shows second by second
where people’s eyes were looking while they
searched for a game that interested them.
This heatcast aggregates data of 53 people.
www.realeyes.it

21. EYE-TRACKING &
VEEBIDISAIN
BANNER
BLINDNESS
www.realeyes.it

22. EYE-TRACKING &
VEEBIDISAIN
BANNER
BLINDNESS
MITTE ALATI
Kliendi copyright
www.realeyes.it

23. EYE-TRACKING &
VEEBIDISAIN
JÄRELDUS:
Iga disain, tegevus ja sihtgrupp on erinev.
Testi, testi ja testi
www.realeyes.it

24. EYE-TRACKING &
VEEBIDISAIN
DISAINI “MÕÕTMINE”
www.realeyes.it

25. EYE-TRACKING &
VEEBIDISAIN
DISAINI “MÕÕTMINE”
Hansapank Nordea Sampo SEB
Success rate (%) 66% 88% 97% 80%
Time to completion (s) 13,1 10,0 7,6 9,5
View-to-click (s) 10,5 6,1 6,5 4,6
Visual value of targets (%) 29% 65% 71% 72%
Average eye fixation (ms) 319 367 353 373
Ease of use (10 = Easy) 6,2 8,2 8,0 7,4
-6 1 2 3
www.realeyes.it

26. EYE-TRACKING &
VEEBIDISAIN
DISAINI “MÕÕTMINE”
www.realeyes.it

27. EYE-TRACKING &
VEEBIDISAIN
EMAILI NÄIDE
www.realeyes.it

28. GIFT VOUCHER EMAIL
Videod ei lingi siit – palun küsi link mihkel@realeyes.it kui soovid videot

29. Important areas are seen first and visibility is high....
TIME TO FIRST FIXATION
20 100%
94% 96% 96%
90% 88%
87% 90%
81% 81%
75% 77% 80%
71% 14,9
15
65% 67% 13,4 70%
60%
10,6
Seconds
54%
10 9,0 50%
8,4 8,8
7,9
7,1 40%
5,6 29%30%
5
3,9
3,2 20%
2,2 2,2
1,6 2,1
10%
0 0%
Gift Tagline Logo Campaign Claim Trial Intro Content 1 Worth How? Content 2 Content 3 Why? Forward What? Footer
Voucher friends
Time to first fixation Visibility

30. ... but the overall quality of the attention is very low:
LACK OF FOCUS!
AVERAGE FIXATION LENGTH
400 400
380
360
350 344
Average fixation = 280 milliseconds
336 340
320
320
Milliseconds
305
300 291 300
281 282 “Newsletter” av.
280
275
266 270 272 394 milliseconds
255 260
250 244 244
239 240
220
200 200
Logo Tagline Intro Gift Worth Campaign Claim Trial Content 1 Content 2 Content 3 Forward How? Why? What? Footer
Voucher friends

31. ... but the overall quality of the attention is very low:
AVERAGE FIXATION LENGTH
400 400
380
360
350 344
Average fixation = 280 milliseconds
336 340
320
320
Milliseconds
305
300 291 300
281 282
280
275
266 270 272
255 260
250 244 244
239 240
220 Most engaging
elements are
200 200
Logo Tagline Intro Gift Worth Campaign Claim Trial Content 1 Content 2 Content 3 Forward How? Why? What? Footer “How” & “What”
Voucher friends People cnfused?

32. Low ease of use score and high failure rate are a concern:
46% of people hit the time out and did not click anywhere
Same in Newsletter: 20%
Average ease of use score was 58%
Same in Newsletter: 72%
WHY?
Too much copy?
Too many different fonts?
Content areas were not properly read: last slide
Following heatcast shows second by second
Too little contrast between elements? where people’s eyes were looking while they
studied the email for interesting content.
People switch back anc forth between key elements
This heatcast aggregates data of 54 people.

33. EYE-TRACKING &
VEEBIDISAIN
KOKKUVÕTE
Eye-tracking näitab
...kuidas disain tegelikult toimib
...kuidas saavutada paremaid tulemusi
www.realeyes.it

34. EYE-TRACKING &
VEEBIDISAIN
TÄNUD AJA EEST!!!
www.realeyes.it