Replication of first-click eye tracking A/B test of webpage interactive elements

In this paper, we present a replication of our experiments of first click eye tracking A/B test of interactive elements on a website. The main difference between these two experiments is the equipment used; the first study was done using Tobi X-60 eye-tracker, while the replication described in this paper was conducted using Tobii TX 300, a higher frequency eye tracker. Eye tracking metrics used to evaluate the user experience of websites were almost identical. This paper presents the results of an experiment in which eight commercial websites were tested with the A / B first click test. This work examines the validity of a specific set of eye tracking metrics for their broad application in user experience research on websites.

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Opracowanie rekordu ze środków MEiN, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2022-2023).