Eye tracking in Google interface: the influence of the element "Richnippet"

Abstract

Introduction: In an era of intense production of information in which we live, the human-computer interfaces may have a considerable impact on the success of a product. It is through interfaces that people access information and in this context the user should always be considered. Considering that the access to Information and Communication Technologies has been frequently made by people less expert such as children and the elderly, interfaces need to become gradually more intuitive and able to attract the attention of its users. In this context, studies on User Experience shows that some technologies, such as Eye Tracking, are able to add extra layers of data and thus allow a better understanding of people’s behavior when accessing digital information. Objective: In the tests we sought to identify whether users could be influenced by two different tasks, one with emotional appeal and another without emotional appeal. Methodology: This work carried out some tests about the access of the results page of the Google search engine using the Eye Tracking Technology, trying to stimulate the emotional appeal in one of the two participating groups. Results: The results were surprising and showed that the links in the Google results pages, with Rich Snippets, were able to influence the behavior of participants, regardless of the task. Conclusions: These results revealed the impact of Rich Snippet element in the users experience when they are seeking information on Google interface.