Improved site usage metrics after eye tracking testing of tobii.com

Background

The website is the primary channel to Tobii’s markets. In 2011, tobii.com underwent a major redesign to better provide information, more actively market products and services, and generate and qualify leads online.

The project faced the challenge of addressing a wide variety of user profiles as customers cover many different market segments and geographic markets. A true user-centric approach was needed. User experience testing company GfK SirValUse Consulting was contracted to perform user research.

Research objectives

User research set out to answer questions like:

• Does the structure and design work for the users?
• Do users from different segments find content that is relevant to them?
• Does the website answer their questions?
• Can users achieve their main goals?

Eye tracking part of a multi-method approach

Multi-method user research, incudning eye tracking, was conducted according to the following:

First, a qualitative, open card sorting test was conducted online. A wide selection of Tobii customers were asked to find and group certain content (cards) representing key web pages, and then describe and label each group. Additionally, they were asked to list key information they would typically look for or tasks that they would want to perform on the Tobii website. Over 100 participants provided insight into how users would expect to find content or functionality.

The site’s information architecture was then designed accordingly. To more efficiently address different user profiles, a splash page was added, urging visitors to choose a market segment before proceeding.

Using a basic wireframe prototype, a first iteration of user testing was conducted to evaluate the suggested information architecture, navigation, and page structure. Before the launch, graphic design and content were evaluated in a second user test.

User testing was conducted using eye tracking in combination with observation and interviews.	Representatives from Tobii and Cloud Nine observed user sessions from another room.

Key tasks to solve

During the test sessions, users were asked to solve key tasks, e.g. find product information, download a manual, contact sales, or get help. Meanwhile, a Tobii T60 Eye Tracker recorded their gaze. Besides the tasks, explorative, qualitative face-to-face interviews were held, each session lasting about one hour.

In all, 40 users from different market segments and with varying experience of eye tracking and Tobii products, participated in the two user tests. English is the main language used on the website so both native and non-native speakers were included to explore language effects. Sessions were held at GfK SirValUse Consulting’s test facilities in Hamburg and at their partner company User Centric’s facilities in Chicago.

Eye tracking as an observation tool

Both user tests used eye tracking as a real-time observation tool to support the moderator in directing appropriate interview questions and provide representatives from Tobii and the web agency Cloud Nine with real-time insight into the users’ experiences.

Actionable findings

Many findings based on observed behavior, user statements, and eye tracking data were fed into the development process as it progressed, illustrated by the example below.

This gaze plot from a participant browsing for AAC devices, illustrates how the sub navigation is being overlooked.

The first user test proved that the information architecture worked fine on the whole. Going deeper into the website, several issues that needed to be addressed were identified. One was the sub navigation, which was in many cases overlooked, indicating a need to heavily emphasize this element when creating the graphic design.

The second user test verified that the suggested design of the sub navigation and its new position under the page title was working satisfactory and effectively, leading users to more detailed information.

Nonetheless, some participants expected to find a navigation option at the bottom of the product pages. Therefore, a link to the next page in the sub navigation was added at the bottom of all relevant pages.

This gaze plot from a participant browsing for AAC devices, illustrates how the sub navigation is being overlooked.

Immediate improvement of site usage metrics

Compared with the old website, the new tobii.com provided users in different market segments faster and easier access to information as well as functions relevant to them.

With market segments more clearly separated in the structure, users were less distracted by irrelevant content. It was easier to navigate the site and the content better matched their needs.

This gaze plot illustrates a participant searching for a navigation option at the bottom of the page before recalling the sub navigation at the top of the page.

The improvements could be counted in significantly improved site usage metrics. Immediately after the launch, the bounce rate plummeted 26%. The average time spent on the site rose 23% and the average number of pages visited climbed 21%. Also, improved quality of the incoming leads could be measured.

Why usability testing and eye tracking?

“Seeing with my own eyes how users went about solving tasks not only illuminated usability problems, but was also very inspiring and gave us confidence to choose less conventional, yet effective solutions”, says Patrik Åkerman von Knorring, Interaction Designer at Cloud Nine.

“The study provided a joint perspective for all parties. It also delivered evidence for each issue that could be used to reduce debates about decisions. It helped us stick to the strategy and maintain speed and efficiency,” says Sara Hyleen, Corporate Marketing Manager at Tobii.