Scientific Web Design

Eye-Tracking Research and Other Design Elements

Many think that web design is based on artistic sensitivity, putting together various elements that look “cool”. In some cases it is, at least partially. But not with AnthroSites’ Web Design Team.

Our web design is based on scientific studies on how people browse web pages and what determines whether they stay on a site or not.

Some websites are of course more exciting than others, and this experience of excitement is something we strive for.

Our web design, website promotion, and social media marketing is based on the latest digital studies.

We design for a ‘wow-experience’ that elicits combination of fascination, pleasant surprise, and desire.

We do that however within the framework of scientific research.

We take into consideration studies done on web design and the behavior of readers who view websites.

Eye-tracking research is an important tool for our web developers. It gives us valuable information how our web design can steer or direct the attention of the users.

Eye-tracking studies eye movement of web users across multiple home page designs.

Eye-tracking technology unobtrusively follows a reader’s eye movements as the person views a page.

The equipment records on a “gaze map” where the person’s eyes roam and where they stop to read.

Several gaze maps are then plotted on a “heat map” that highlights the areas where readers looked the most.

Eyetracking research

This rendering of a heat map indicates where visitors’ eyes traveled on a webpage. Here, red and yellow indicate the areas that visitors’ eyes spent the most time on. The X’s indicate mouse clicks.

Eye-tracking studies have found out that dominant elements most often draw the eyes first upon entering the page — especially when they are in the upper left part of the page.

Text rules on the computer screen – both in order viewed and in overall time spent looking at it.

Smaller type encourages focused reading, while larger types promotes lighter scanning.

Shorter paragraphs performed better than longer ones.

Navigation placed at the top of the homepage performed best.

According to eye-tracking research, web readers look typically at text elements before their eyes land on an accompanying photo.

The bigger the image, the more time people took to look at it.

When testers encountered a story with a boldface introductory paragraph, 95% of them viewed all or part of it.

These and other findings from scientific studies on how people browse web pages and what determines whether they stay on a site or not, are assimilated into sites our web designers develop.

Our web design is based on scientific
studies of how readers browse your site


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