Investigating contributions of eye-tracking to website usability testing

SOAR Repository

Show simple item record

dc.contributor.advisor Chaparro, Barbara S. en_US
dc.contributor.author Russell, Mark C.
dc.date.accessioned 2007-08-20T03:14:00Z
dc.date.available 2007-08-20T03:14:00Z
dc.date.copyright 2006
dc.date.issued 2005-05
dc.identifier.issn 0542312581
dc.identifier.other AAT 3189243 ProQuest
dc.identifier.other d05018
dc.identifier.uri http://hdl.handle.net/10057/686
dc.description Thesis (Ph.D.)--Wichita State University, College of Liberal Arts and Sciences, Dept. of Psychology. en
dc.description "May 2005." en
dc.description.abstract Research applying eye-tracking to usability testing is increasing in popularity. A great deal of data can be obtained with eye-tracking, but there is little guidance as to how eye-movement data can be used in software usability testing. In the current study, users’ eye-movements were recorded while they completed a series of tasks on one of three e-commerce websites specializing in educational toys. Four main research questions were addressed in this study: (1) Are eye-tracking measures correlated with the more traditional measures of website usability (e.g., success, time on task, number of pages visited); (2) Are eye-tracking measures sensitive to differences in task difficulty; (3) Are eye-tracking measures sensitive to differences in site usability; and (4) How does the design of a website drive user eye-movements? Traditional usability performance measures consisted of time on task, number of pages visited, and perceived task difficulty. Eye-tracking measures included the number of fixations, total dwell time, and average fixation duration. In general, all these measures were found to be highly correlated with one another, with the exception of average fixation duration. The two groups of measures generally agreed on differences in task difficulty; tasks showing high scores on one variable (e.g., time on task) showed high results on other measures (e.g., number of fixations). Similar agreement among measures was observed in comparisons of the sites on each task. The unique contributions of eye-tracking to usability testing were best realized in qualitative examinations of eye-tracking data in relation to specific areas of interest (AOIs) on site pages, which demonstrated this to be a useful tool in understanding how aspects of design may drive users’ visual exploration of a web page. en
dc.format.extent 5694620 bytes
dc.format.mimetype application/pdf
dc.language.iso en_US en
dc.rights Copyright Mark C.Russell, 2005. All rights reserved. en
dc.subject Eye-tracking en
dc.subject Website en
dc.subject Usability en
dc.subject Psychology en
dc.title Investigating contributions of eye-tracking to website usability testing en
dc.type Dissertation en

Files in this item

This item appears in the following Collection(s)

  • Dissertations [304]
    This collection includes Ph.D. dissertations completed at the Wichita State University Graduate School (Fall 2005 --)
  • LAS Theses and Dissertations [441]
    Theses and dissertations completed at the College of Liberal Arts and Sciences (Fall 2005 -)
  • PSY Theses and Dissertations [89]
    This collection consists of theses and dissertations completed at the WSU Department of Psychology.

Show simple item record

Search SOAR

Advanced Search


My Account