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Clickstream Study Reveals Dynamic Web - fast web navigation i...

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Figure 5: The Golden Triangle - Eye Tracking on Google Results

eye tracking heatmap enquiro

Source: Hotchkiss 2005

Note: These two heatmaps are scaled to match vertically at 800 pixels in height.

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The authors recommend that web developers create concise, fast loading web pages to keep pace with the speed of web navigation.

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F-shaped pattern of clicking activity similar to results found in eye tracking studies (see Figure 1). There appears to be a strong link between our eye and hand movements over the surface of web pages.

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The researchers found that the nature of web navigation has changed over time. Comparing three web browsing studies ending in 1994, 1996, and 2005 revealed a shift in how users initiate web page visits (see Table 1). The most significant changes were the increase in submit and new window events and the decrease in the use of the back button.

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Link following has remained the most common navigation activity, accounting for 43.5% of page transitions

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bookmarks, typing in urls, or home page buttons has remained relative steady around 10%

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New windows has jumped from less than 1% to over 10%

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Form submission has increased from 4.4% to over 15% of all navigation actions reflecting the increase in web services. 43% of all form submissions involve search submission, followed by online dictionary and travel planners

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increase in new windows and use of AJAX, the back button has dropped from over 35% to less than 15%

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For 1024 by 768 screen users, the average available document width was about 890 pixels

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clicks dropping off dramatically after about 880 pixels in screen width

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The authors recommend flexible layouts that leave at least 15% of screen width unused

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25% of all documents were displayed for less than 4 seconds and 52% of all visits were shorter than 10 seconds with a peak value located between 2 and 3 seconds (see Figure 7). Users averaged 3.25 sessions and 77 minutes per day. The median session length was 13 pages, but the majority of sessions were 34 pages or longer.

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The speed of web navigation is high with short stay times

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To enable rapid interactivity web designers should design fast loading web pages with concise headlines and be aware of web page hot spots to maximize conversion rates.

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A new browser study revealed a shift in how we interact with the Web. University of Hamburg researchers found the Web moving from static hypertext information to dynamic interactive services. Clickstream heatmaps and web page statistics show rapid interaction over smaller areas of the screen. The authors recommend that web developers create concise, flexible, and fast loading web pages to keep pace with the speed of web navigation.

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