We know where you look – eye tracking results
We’re constantly refining our web pages in the hope they stay inviting and easy to navigate, so it was hugely interesting (and slightly nerve-racking) when experts in this space Optimal Usability decided to do some eye tracking on Xero.com.
Twelve participants (non accountants) were shown the home page and asked to take a moment (30 seconds) to look around. Have a look at the heat map below to see where they focused.
Initially the users’ attention was mainly focused on the hero image and the ‘Try Xero for free’ button. The tiles underneath – especially ‘Find an Accountant’ also got a high amount of attention. The top navigation options were skimmed within the first 30 seconds. Overall, most elements were perceived by the participants. To see the the heat build watch here.
After looking at the home page, participants were asked to imagine that they wanted to find out more about the features of Xero and were taken to the features page. The gaze plot below shows how three people scanned the page.
As you’d expect participants had different gaze strategies when exploring the features page. But all engaged with both halves of the page. The short fixations in the bottom half indicate that participants were scanning for buzzwords of personal relevance. Longer fixations (larger bubbles) indicate that they found a relevant buzzword. Watch the gaze plot of the person represented in blue.
It was gratifying to hear Optimal Usability CEO Trent Mankelow say that overall, the Xero website was perceived very positively by the participants. He said the homepage appeared to provide a good overview of the system, with participants exploring and possibly perceiving most navigation options within a short time span. And when asked to find out about the features, all participants instantly found the correct navigation option. The gaze behaviour indicated that the participants could easily engage with the options offered in ‘Features’ – depending on their personal interest. No hurdles were detected.
The eye tracking session we had with Trent, at which he presented his findings (and compared us to others), was really worthwhile for our team. It’s given us bunch of ideas to explore elsewhere on the website but as always we’re keen to know how you find the website.
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