previous research on horizontal attention那we found that, on the web, people disproportionately在页面左半部分花费更多的观看时间与右半角相比。自那篇文章于2010年发布以来,网络经历了重大变化,但这一发现持有真实。

在our most recent round of eyetracking research, we gathered data from more than 120 participants completing open-ended, web-related tasks. To determine where people direct their eyes most frequently, we looked at the X & Y coordinates from over 130,000 eye fixations and counted how many of these fell in the different areas of the screen.

在我们的初步研究中,我们使用了1024×768显示器。对于这一轮,我们使用了一个1920×1080显示器,它向右拉伸观看模式。

通用网络查看模式

For the first part of our analysis, we excluded search-engine results pages and looked only at what we call the “general web” (i.e., mainstream websites, such as ecommerce, news, company sites, and government sites). For these pages, we found that, if we were to slice a maximized page down the middle, 80% of the fixations fell on the左半部分屏幕(甚至超过我们以前的69%)。剩下的20%的固定在屏幕的右半部分。

我们没有观察过的用户水平滚动(that is, there were no fixations to the right of the screen edge), but many of the rightmost fixations can be attributed to searching for the (vertical) scrollbar.The absence of fixations on content to the right of the screen’s edge is in contrast to our research from 2010 where 1% of fixations were to the right of the initially viewable area on the 1024px-wide monitor. Unlike the bottom fold of the screen, which reduces but does not completely eliminate vertical scrolling, the “right-hand fold” was transformed into a virtually impenetrable barrier by the larger screen sizes.

固定百分比,一般网络
如果我们将页面分成两半(红色虚线),我们发现大多数固定落在页面的左半部分。 以中心的布局和更广泛的屏幕不意味着正确的固定。

2010年,固定分布的峰值从屏幕的左边缘大约400像素,而现在它是左侧约600像素。因此,屏幕宽度的900像素增加仅使用户的峰值注意力大约200像素向右移动。

One interesting finding in our newest research is that the screen slice representing the leftmost 10% of the screen real estate, between 0 and 192 pixels, had relatively few fixations (only 6%) compared with the other regions in the left half of the screen. This result is likely due to two reasons:

  1. 左侧导航栏,仅与屏幕内容的其余部分相比偶尔固定
  2. 响应与空”页面排水沟”,这设计h “centered” the content more than older website layouts did.

第一个原因表明,用户已经变得非常擅长识别导航,并且不必花时间观看,直到他们需要它。这是积极的。第二个原因更为不幸:许多当前桌面布局废物可用的屏幕房地产,而不是通过设计它来提高用户生产力。

搜索引擎结果页面(SERPS)

固定百分比,SERP
SERPS上的固定分布甚至比一般网页更多地偏斜。

搜索引擎使用占我们观察到的16%的网络使用,并分别分析以防止数据偏差。我们发现搜索引擎结果页面上的浏览模式(SERPS)与普通Web上的浏览模式不同。在SERPS上,几乎所有固定(94%)落在页面的左侧,60%的固定可以隔离到最左边的400px。这一发现可能是由于搜索字段的位置,以及大多数搜索引擎在600到1100px的窗口中保持搜索结果列表,具体取决于Google知识面板等项目的存在。

Google SERP与知识面板
谷歌的知识面板(本SERP右侧的框)目前谷歌的最佳尝试对某些查询提供摘要响应。它们可以从传记数据,音乐艺术家讨论,本地业务联系信息等等。

It’s also worth noting that if we limit our analysis of search-result viewing to the 0–1100px region (the width of the SERP’s main content) as opposed to 0–1920px (the width of the whole maximized browser window) and then divide up each type of screen into 4 equal regions (of 480px for the general web and 275px for SERP pages), the SERP and the general-web patterns are very similar: 81% fixations fall in the left half of this region on SERPs vs. 80% on general-web pages.

屏幕区域,SERP和General Web的固定百分比
当您控制内容宽度时,SERP和General-Web浏览模式并不不同于彼此不同。

传统布局仍然获胜

虽然自上次研究以来,Web已经发展,但页面查看模式并没有。遵守设计惯例是一种完全的方式,以确保您的客户可以容易找到您的优先内容

  • 利用常规最高导航or左导航格式
  • Take advantage of残留眼睛固定to place即时内容
  • 优先内容应该是前方和中心,请记住,页面的右侧比左边的注意力不那么关注,并且应该为导航保留最左边的区域。
  • 保持secondary contentto the right. It won't be seen as much here, but that's okay — not everything can get top billing, and you need a place to put less-important material.
  • 如果你做了使用右侧进行内容,确保人们实际上看起来increasing visual prominence

The next question is one of the chicken and egg — will viewing patterns evolve because of evolving web layouts? Yes and no. Layouts and viewing patterns are依赖性

  • 人们会在哪里看他们以前见过的内容。如JAKOB互联网用户体验的定律states, "Users spend most of their time on other websites."
  • 在response to this knowledge, companies will then place content where they believe people are looking.

如果我们明天在所有网站在右侧导航的世界中醒来,用户会注意到并将被迫改变他们的观看模式以适应这个新世界。(实际上,这就是我们所看到的以右到左读取的语言测试阿拉伯网站和其他网站其中“西方”设计模式往往会被镜像。)但是在此处和随机站点上的偶尔发生变化不太可能改变用户行为。

Should you deviate from convention, understand that it is a risk which may jeopardize the effectiveness and persuasiveness of your content. Users will look for information where they expect it to be in a conventional layout. If that content isn’t there, the他们将开始他们的后果搜索将增加工作量和时间来查找信息。如果人们决定在其他地方可以快速地找到信息,他们可能会。

简而言之,如果您想击败竞争,请确保您的网站赢得可用性。允许您的用户成功。成功的用户实现了他们的目标;支持用户目标是实现业务目标的最重要部分。更好的可用性和遵守公约是一种节省时间,最重要的是,最重要的赚钱策略。