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Analyzing Web pages visual scanpaths: between and within tasks variability.

Gautier Drusch1, J M Christian Bastien

  • 1Département de Psychologie, Université Paul Verlaine - Metz, UFR SHA, BP 30309, Île du Saulcy, 57006 Metz, France.

Work (Reading, Mass.)
|February 10, 2012
PubMed
Summary
This summary is machine-generated.

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This study introduces a new method for comparing website scanpaths, finding participants are more consistent across different tasks than repeating the same task, challenging existing scanpath theory predictions.

Area of Science:

  • Human-Computer Interaction
  • Cognitive Psychology
  • Web Usability

Background:

  • Scanpath theory posits predictable visual attention patterns during task completion.
  • Understanding user behavior on websites is crucial for effective design.
  • Previous methods for scanpath comparison lacked nuanced analysis of task variations.

Purpose of the Study:

  • To propose and validate a novel bottom-up method for comparing user scanpaths.
  • To empirically test the predictions of scanpath theory under varying task conditions.
  • To investigate scanpath variability within and between different tasks on websites.

Main Methods:

  • Conducted a laboratory experiment with 113 participants performing tasks on two websites.
  • Utilized mean-shift clustering for automatic identification and labeling of Areas of Interest (AOIs).

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Last Updated: May 25, 2026

Eye-tracking Technology and Data-mining Techniques used for a Behavioral Analysis of Adults engaged in Learning Processes
10:43

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Methods to Test Visual Attention Online
09:44

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Published on: February 19, 2015

  • Employed a modified string-edit method to compare scanpaths, considering AOI sequence and order.

    • Main Results:

    • Scanpath variability was lower between different tasks for a given participant compared to repeating the same task.
    • Participants revisited the same AOIs more frequently when performing different tasks on the same page.
    • Observed scanpath patterns diverged from the predictions of established scanpath theory.

    Conclusions:

    • The proposed method offers a new approach to analyzing scanpath data.
    • User visual attention patterns exhibit task-dependent coherence, contradicting simple scanpath theory predictions.
    • Findings suggest that task context significantly influences user visual exploration strategies on websites.