Eye tracking scanpath analysis techniques on web pages: A survey, evaluation and comparison

Eraslan, Sukru; University Of Manchester, UK, & Middle East Technical University, Northern Cyprus Campus, Kalkanli, Guzelyurt, Turkey, Yesilada, Yeliz; Middle East Technical University, Northern Cyprus Campus, 99738 Kalkanli, Guzelyurt, Mersin 10, Turkey & Harper, Simon; School Of Computer Science, University Of Manchester, Manchester, United Kingdom
Eye tracking has commonly been used to investigate how users interact with web pages, with the goal of improving their usability. This article comprehensively revisits the techniques that could be applicable to eye tracking data for analysing user scanpaths on web pages. It also uses a third-party eye tracking study to compare these techniques. This allows researchers to recognise existing techniques for their goals, understand how they work and know their strengths and limitations so...
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