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Eye Tracking in User Experience Design by Andrew Schall, Jennifer Romano Bergstrom

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7

Web Content

Ian Everdell,    Mediative, Toronto, ON, Canada

Abstract

This chapter is an exploration of how eye tracking has revealed and explained how users read on the Internet. It provides insights including how to determine whether users find content confusing, reading versus scanning behavior, and to what content users are likely to pay attention. Also included are strategies for effective web content writing based on findings from usability testing and eye-tracking research.

Keywords

fonts; information foraging; information scent; inverted pyramid; scan patterns; typography; visual hierarchy; web content; writing for the Web

Content is king.

This is a common mantra in the user experience (UX) community. And rightly so: visitors to your website ...

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