# Assessing Interactive Web-Based Systems Using Behavioral Measurement Techniques
## 4 Data Analysis
### Eye-Tracking Analysis
#### 4.3.1 Extra Website  
* Overall Evaluation of Extra Website  
On average, the participants spent 450 s performing tasks (7.5 min), of which 214 s (3.6 min) were spent fixating on elements. The nature of tasks and participant behavior during experiments indicated that the reason for the long fixation was the difficulty in locating what they were looking for. Table 8 shows the overall fixation data for the Extra website. * Task-Specific Evaluation of Extra website  
\(\circ\) Task 1  
Table 9 shows a considerable number of fixations and a significant number of revisits to major areas of interest, mainly the search bar and main menu. The relatively long fixation time of the search bar was due to a lack of smart search; some users had to type and retype. On the other hand, the high number of fixations of the item price and description was due to active search; before users committed to the task, their eyes roamed all over the item image, description, and primary features to ensure they had the right item. The users had two ways to locate the element: either by typing the name or by searching through categories. Users who attempted to type the name had a problem without an auto-complete functionality, which led to users having to type the full name. Figure 8 shows an aggregated heatmap for all users during Task 1; the main hot areas included the left side of the search bar and the area of the drop-down menu on which users expected to find smart suggestions. On the other hand, users who searched through the categories had difficulty with the menus disappearing with any slight movement of the mouse. Figure 9 shows users searching for items using menu categories; users kept flicking back to the source menu due to the disappearance of submenus. \begin{table}
\begin{tabular}{l c c c c c} \hline \hline
**Number of** & **TIFF** & **Average Fixation Duration** & **Number of Fixations** & **Spent Time** & **Revisits** \\ \hline \hline Participant 1 & 370 s & 1.72 s & 0.39 s & 601 & 230 s & 61 \\ \hline \hline Participant 2 & 474 s & 0.86 s & 0.32 s & 583 & 187 s & 48 \\ \hline \hline Participant 3 & 490 s & 0.76 s & 0.34 s & 610 & 208 s & 84 \\ \hline \hline Participant 4 & 460 s & 0.9 s & 0.37 s & 598 & 220 s & 64 \\ \hline \ \begin{table}
\begin{tabular}{l c c c c c} \hline \hline  & **TTFF** & **Average Fixation Duration** & **Number of Fixations** & **Spent Time** & **Revisits** \\ \hline Search bar & 0.03 s & 0.29 s & 21 & 6.09 s & 17 \\ \hline Main menu & 0.1 s & 0.13 s & 6 & 0.71 s & 1 \\ \hline Compare button & N/A & N/A & N/A & N/A & N/A \\ \hline Item card & 0.02 s & 0.27 s & 54 & 14.35 s & 42 \\ \hline \end{tabular}
\end{table} 
Table 10: Fixation data for Task 2. Figure 8: Aggregated heatmap for search bar—Task 1. Figure 9: Aggregated heatmap menu and categories—Task 1. \begin{table}
\begin{tabular}{l c c c c c} \hline \hline  & **TTFF** & **Average Fixation Duration** & **Number of Fixations** & **Spent Time** & **Revisits** \\ \hline Search bar & 0.01 s & 0.15 s & 2 & 0.3 s & 0 \\ \hline Main menu & 0.03 s & 0.22 s & 9 & 1.96 s & 6 \\ \hline Add to cart button & 0.2 s & 0.3 s & 6 & 1.81 s & 2 \\ \hline \hline \end{tabular}
\end{table} 
Table 11: Fixation data for Task 3. Figure 11: Users’ fixation on the item description page to locate a compare button. Figure 10: Users fixating on the item card to Locate a compare button. * Eye Tracking Discovered Usability Issues  
Table 13 shows the identified usability issues using eye tracking and the severity rating for the Extra website. The usability issues pointed out problems related to user behavior. * Non-Task-Related Observations  
In addition to the tasks, a further analysis was conducted on the user behavior while browsing the website, and the findings are as follows:  
1. In general, following gazes and fixations, users did not pay attention to the main banner on the home page, despite its considerable size and central position. This is due to either their focus on the tasks or the banner's inability to catch users' attention while browsing. 2.