User-Friendly Website Design: A Combined Eye-Tracking Study

8 Pages Posted: 19 Nov 2018

See all articles by Julia Lamberz

Julia Lamberz

University of Applied Science Osnabrück, Lingen Campus, Germany

Thorsten Litfin

University of Applied Science Osnabrück, Lingen Campus, Germany

Gunther Meeh-Bunse

University of Applied Science Osnabrück, Lingen Campus, Germany

Özlem Teckert

Osnabrück University of Applied Sciences, Lingen Campus, Germany

Date Written: September 7, 2017

Abstract

A simple and intuitive operation – the so-called usability analysis of websites – is indispensable in modern times. In particular, drop-out rates can be applied as an indicator of existing usability problems. Eye-tracking is a proven method for the evaluation of the usability of websites. The aim of the study was to improve the usability of the website of an educational institute for trainees in the region as the target group. For this purpose, the use of an eye-tracking technology was combined with a survey of 30 trainees. The eye-tracking study was task-oriented: subjects were asked to inform themselves of particular course offers, and to register for the relevant courses. This procedure and the subsequent survey provided tangible indications of the search and surfing behaviour of the target group as well as their assessment of the usability of the website. This combination of methods allows the development of recommendations for optimizing the website with regard to its orientation, structure and level of comprehensibility.

Keywords: eye-tracking, usability evaluation, website usability

JEL Classification: M15, M31

Suggested Citation

Lamberz, Julia and Litfin, Thorsten and Meeh-Bunse, Gunther and Teckert, Özlem, User-Friendly Website Design: A Combined Eye-Tracking Study (September 7, 2017). 2017 ENTRENOVA Conference Proceedings. Available at SSRN: https://ssrn.com/abstract=3282607 or http://dx.doi.org/10.2139/ssrn.3282607

Julia Lamberz (Contact Author)

University of Applied Science Osnabrück, Lingen Campus, Germany ( email )

Thorsten Litfin

University of Applied Science Osnabrück, Lingen Campus, Germany ( email )

Gunther Meeh-Bunse

University of Applied Science Osnabrück, Lingen Campus, Germany ( email )

Özlem Teckert

Osnabrück University of Applied Sciences, Lingen Campus, Germany ( email )

Kaiserstr. 10c
Lingen, 49809
Germany

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