Abstract
Previous research has shown that users scan traditional text-based web pages using an “F-shaped” pattern.
Evidence of this pattern exists because of the hierarchical structure of search engine result pages (SERP).
With the recent implementation of Windows 8, search results are presented as a horizontal grid rather than
a list. Due to the structural differences between the list and grid layouts, it is reasonable to postulate that
users would exhibit dissimilar scanning patterns between layouts. This study compared the eye-tracking
data of two SERP layouts (grid vs. list) with two types of tasks (informational vs. navigational) to observe
differences in gaze patterns. Results indicated that users viewed the top left quadrants of the grid layout the
most. However, there was little consensus as to how the results were ordered in the grid, unlike the list
layout.
| Original language | American English |
|---|---|
| DOIs | |
| State | Published - Oct 2014 |
| Externally published | Yes |
| Event | 58th International Annual Meeting of the Human Factors and Ergonomics Society - Chicago, IL Duration: Oct 1 2014 → … |
Conference
| Conference | 58th International Annual Meeting of the Human Factors and Ergonomics Society |
|---|---|
| Period | 10/1/14 → … |
Keywords
- eye-tracking on web pages
- horizontal grid layout
Disciplines
- Graphics and Human Computer Interfaces