Eye Tracking Test Summary

LookTracker conducted an eye tracking study on the homepages of two major online newspapers, The New York Times and The Wall Street Journal. For the study, we wanted to see how visitors of both sites viewed the homepages. From the testing data, we would see how well each company incorporated advertisements, a major revenue stream, into their design and page layout. Below are two eye fixation heat maps using aggregated test subject data for each web page:

 The New York Times

The New York Times - Eye Fixation Heat Map | LookTracker

 The Wall Street Journal

The Wall Street Journal - Eye Fixation Heat Map | LookTracker


Eye Tracking Test Outcome

After viewing the results, the data shows that the test subjects focused more on the advertisements on The New York Times, when compared to The Wall Street Journal. The New York Times ads were much more prominent, especially the very large video ad for a new movie located at the top of the page. This ad was the first section users focused on, as it took up the majority of the page with an option to “close the ad”. The New York Times also had an advertisement on both sides of their logo, which caught the test subjects’ eye gaze. The Wall Street Journal mixed in advertisements along their right side bar, but users mainly focused on the news stories and other sections of the page. Based on the testing data, The New York Times use of ads were more successful because they were able to catch the subject’s eyes and entice them into clicking on the banner ads.

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