eyetracking of st joseph channel (kq2) website
TRANSCRIPT
![Page 1: Eyetracking of St Joseph channel (KQ2) website](https://reader036.vdocuments.net/reader036/viewer/2022081512/55bae532bb61ebf3508b462d/html5/thumbnails/1.jpg)
Eye Tracking: St. Joe Channel Website
Sujoy Kumar Chowdhury Victoria Rodgers
Missouri Western State University
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Comparing Ad PanelsThe purpose of this study was to
discover which ad panels people were most likely to look at within the webpage.
The panels were compared and ranked based on time spent on each ad to justify any differential pricing.
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MethodNine participantsPreparationo IRB approvaloRecruitmentoEye tracker set-upo Lookzone creation
StepsoCalibration of eyesoTask: Look like free ‘surfing”
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Naming scheme of LookzonesLetter key:
Prefix:L- LeftC- CenterR- Right
SuffixA- AdC- Content
L1C
L2C
L3A
L4A
L5A
C1A
C2C
C3C
C4C
C5C
R11A
R12A
R1A
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Slide 1 (Top View): Spot-light Graph
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Slide 2 (Bottom View): Spot-light Graph
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Slide 3 (Full View): Spot-light Graph
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Slide 4 (Top view 2nd Time): Spot-light Graph
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Slide 5 (Bottom View 2nd time): Spot-light Graph
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Average Time Spent in Adzones
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Rank of Adzones (based on average time spent)
Rank
Zone
#1 R12A#2 L4A#3 C1A#4 R11A#5 L5A#6 L3A
2
5
4
6
3
1
L1C
L2C
L3A
L4A
L5A
C1A
C2C
C3C
C4C
C5C
R11A
R12A
R1A
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Average Time Spent in Lookzones
* R1A covers the same area jointly covered by R11A and R12A
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Combined ranking of look zones(based on average time spent)
Rank Zone
#01 C3C#02 C4C#03 L1C#04 C5C#05 L2C#06 R12A#07 L4A#08 C1A#09 R11A#10 L5A#11 C2C#12 L3A
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R1A, R11A and R12A Lookzones
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RecommendationsDifference in time spent not
significant enough to establish a new differential pricing model solely based on attention
Premium pricing is justified when look-zones are split (R1A)
Visual enhancement needed for L3A lookzone
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$$$R12AL4A
$$C1A
R11A
$L5A
L3A
L1C C1A
C2C
L2C C3C
L3A
L4A
L5A
C4C
C5C
R11A
R12A
C6C
R1A
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Rank of Adzones (based on average time spent)
Rank
Zone
#1 R12A#2 L4A#3 C1A#4 R11A#5 L5A#6 L3A
L1C C1A
C2C
L2C C3C
L3A
L4A
L5A
C4C
C5C
R11A
R12A
C6C
R1A
3
4
5
1
2
6