doiSerbia

Mousetracking visitors to evaluate efficacy of web site design

Jevremović Aleksandar (Singidunum University, Faculty of Informatics and Computing, Belgrade)
Adamović Saša (Singidunum University, Faculty of Informatics and Computing, Belgrade)
Veinović Mladen (Singidunum University, Faculty of Informatics and Computing, Belgrade)

Objective assessment of website design is a complex task whose results are valuable for improving efficiency. Some of the commonly used methods, such as A/B testing, are relatively simple to implement but generally give only a rough summary of results. Eyetracking is one of the most efficient methods, but requires the use of expensive equipment and is not generally applicable to the web environment. Mousetracking is a far cheaper and implementable alternative to eyetracking and some studies indicate a high degree of correlation between the results of these two methods. This paper presents the architecture of a system for mousetracking, and the results of its use in a particular website.

Keywords: mousetracking, eyetracking, design evaluation

Projekat Ministarstva nauke Republike Srbije, br. TR32054, br. III 44006 i br. ON 174008