Exploring the website object layout of responsive web design: results of eye tracking evaluations

Due to the increasing dependence on mobile devices worldwide, web designers are starting to design websites that are suitable for mobile devices such as smartphones and tablets. The aim of this paper is to find out which structures of interface the mobile commerce websites should implement to meet the user's viewing visual behaviors. This is achieved through the use of eye tracking technology to record and analyze the content of online booking websites designed by responsive web design rules and to assess whether there was a difference in the location of the attention areas when the webpage presents different object arrangements. The paper finds that there are no significant differences in the number of fixations at the location of the menu icon, and the gaze sequences are also the same. However, participants have significant differences in fixation time on the navigation menu lists with different presentation methods, whereas the gaze sequences are the same; on the other hand, there are no significant differences in the total gaze time when objects are arranged in different positions, but the gaze sequences on the regions of interest are different when the object arrangements are changed.

Automated summary

This study investigates the impact of interface structures on user visual behavior on mobile commerce websites using eye tracking technology. The results show differences in fixation time and sequences in areas like menu icons and navigation menu lists with different presentation methods.