Musings from Mike Atkinson on Internet strategy, usability, and more...

We do like new toys!

Eye tracking studies have been all the rage the past year or two. The technology has been around a long time – in many other industries – but us Web marketing folks have gotten a hold of it and we’re having a field day!

Most of the studies I’ve read have been very helpful and well done. But I came across this great summary of the generalized principles drawn from across all recent studies. It’s called Scientific Web Design: 23 Actionable Lessons from Eye-Tracking Studies. This is really good stuff, and great to show your designers, coders, and especially, CEO.

Here’s the irony: Every one of these points have been made for years by usability experts like Nielsen, Spool, McGovern, Krug, and many others – without the benefit of eye tracking. So these studies are really just a scientific affirmation of some great hunches, plain ol’ common sense, and extrapolations from hands-on usability studies.


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