1. Presenter: Lung-Hao Lee Nov. 3, 2010 @ Room 310

2.  Introduction  Related Work  Methods  Results ◦ General Gaze Distribution on SERPs ◦ Effects of Task Type ◦ Effects of Ad Quality ◦ Sequence Effects ◦ Blocking Effects  Conclusions 2

3.  Gaze distributions on search engine result pages (SERPs) ◦ “golden triangle” ◦ “F-shaped pattern”  The Goal: To understand the visual attention devoted to organic results is influenced by other page elements, e.g. sponsored links, related searches. 3

4.  Web Search Behavior in general  The quality of the results and their presentation ◦ Measure using total time or overall search success (Turpin & Scholer @ SIGIR’06) ◦ Search success is the same for both good and degraded systems (Smith & Kantor @ SIGIR’08)  The type of search type ◦ Three general classes of user goals: informational, navigational, and transactional (Border et al. @ SIGIR Forum 2002) ◦ Searchers are more successful for common queries and common goals (Downey et al. @ CIKM’08)  Individual differences ◦ Search experts (White & Morris @ SIGIR‘07) and domain experts (White et al. @ WSDM ‘09) are more successful and employ different search strategies than novices 4

5.  Eye Tracking on SERPs ◦ Searchers examine a SERP is influenced by the position and relevance of the results (Joachims et al. @ SIGIR’05; Pan et al. @ JCMC 2007; Guan & Cutrell @ CHI’07) ◦ Longer snippets lead to better search performance for information tasks (Gutrell & Guan @ CHI’07) ◦ Two different types of searchers: exhaustive and economic (Aula et al. @ INTERACT’05)  The Influence of Ads ◦ Sponsored links (10% to 23% of all links) were presented on a SERP (Hochstotter & Lewandowski @ Inf. Sci. 2009) ◦ Integrating ads with the organic results does not increase their click-through rate (Jensen & Spink @ IJIMA 2009) ◦ Behavioral targeting of ads can drastically improve click- through rates (Yan et al. @ WWW’09) 5

6.  Use eye-tracking as instrument to provide detailed information about the user’s visual attention  Gaze tracking can provide data leading to valuable insights about search strategies and processes 6

7.  Every participant had to solve the same set of 32 search tasks  Cached results for each initial query ◦ 24 (75%) of the tasks: a solution within top three results ◦ 6 (19%) of the tasks: a solution can be found in position 4-6 ◦ 2 (6%) of the tasks: a solution was after position 6 7

8.  SERP Layout  10 results Not containing any special elements like maps, videos, images, or deep links  3 top ads  5 right rail ads  Related searches 20 of the 32 initial queries contained related searches 8

9.  The good ads Select from the ads shown by commercial web search engines such as Bing, Google, and Yahoo  The bad ads Select from the same commercial web search engines by generating queries using a subset of the terms occurring in the initial task queries 9

10.  A trail is one unit of the experiment starting from reading the task description until completing the task  The experiment was divided into 4 blocks, of 8 consecutive trails  Three types of blocks: Good(G), Bad(B) or Random (R)  Each participant was assigned to one of 3 conditions GB (GBGB), BG (BGBG), or RR (RRRR)  The order of the tasks in a 32 trails sequences was randomly assigned 10

11.  Task type (informational / navigational)  Quality of the ads (good / bad) shown on the SERPs  Block (G/B/R) the trail belongs to  Condition (GB/BG/RR) the participant was assigned to 11

12.  The eye tracker was calibrated using a 5-point calibration  After reading the description and the query aloud, the participants pressed a search button to begin searching using the initial query  To solve the task, the participants had to navigate to an appropriate web page and point out the solution on it to the experimenters  After finding a solution, the participants had to answer the question “How good was the search engine for this task ? ”  The experiment took about one hour per participant 12

13.  17’’ LCD monitor (96dpi) at a screen resolution of 1280*1024 pixels  Use the browser IE 7 with a windows size of 1040*996 pixels  The page fold was usually between the organic results at position 6 and 7  A Tobii x50 eye tracker which has a tracking frequency of 50 Hz and accuracy of 0.5 o of visual angle  Logging of click and gaze data was done by Tobii Studio 13

14.  38 participants (out of 41) ◦ Age between 26 and 60 years (mean=45.5, delta=8.2) ◦ 21 participants were female and 17 were male  13 unique task sequences  13 participants were assigned to the GB condition, 13 to BG and 12 to RR  Valid eye-tracking data for 1210 trails 14

15.  AOIs (Area of Interest) ◦ Each of the 10 organic results, the top 3 ads, the 5 right rail ads ◦ Each of those result entries contained 3 AOIs matching the title, the summary text snippet and the URL  Fixation Impact ◦ Generate a fixation if recorded gaze locations of at least 100ms are close to each other (radius 35 pixels) ◦ Fixation impact fi(A) determine the amount of gaze an AOI A received  Clicks ◦ c(A) specifies the number of clicks aggregated for the AOI A e.g. c(top_ads) would be the sum of clicks on any of the 3 top ads  Time on SERP ◦ t measures the time the participant spent on the first static SERP for a given task 15

16.  Gaze on the first SERP represents 88% of the total gaze on all SERPs and 32% of total task time  Focus on several aspects of gaze on SERPs ◦ Differences on visual attention (on AOIs) with respect to task type ◦ Differences in visual attention on good and on bad quality ads on SERPs ◦ Sequence effects of presenting good or bad ads in different orders 16

17.  Most visual attention was devoted to the top few organic results  The top ads received as much attention as results around the set fold 17

18.  There are more clicks that attention on top results  Top and right rail ads receive a higher fraction of visual attention than of clicks 18

19.  Spent significantly more time on SERPs for informational tasks than for navigational ones (mean=16.5s and 12.9s)  There was no difference in the distribution of gaze on the top 3 ads  Slightly more visual attention during informational tasks for the right rail ads (mean informational=189ms / mean navigational=104ms)  Noticeable difference in visual attention on the upper search box which is more than twice as high for information task (1.20 queries) than navigational tasks (1.05 queries) 19

20.  Spent somewhat less time on SERPs when good quality ads were displayed (mean time 14.2s for good, 15.2s for bad)  Top ads of good quality attracted twice as much visual attention as those of bad quality  The effect of ad quality was not evident for right rail ads  Rate the search engine slightly better when good quality ads were displayed (mean of 4.55 vs. 4.49)  The total time to complete a task was about 10% shorter when good quality ads were shown 20

21.  Good ads generated higher fixation impact than bad ads  The quality of the ads had a large effect on click rate  The order in which the participants see SERPs with either good or bad ad quality strongly affected their search behavior  When SEFPs with good or bad ad quality were presented on random order, participants tended to ignore the ads  Predictability is an important factor influencing how users attend to different regions on the SERP 21

22.  The total time participants needed to complete a task dropped from the first half to the second half of the experiment (1 st half mean=55.7s, 2 nd half mean=40.1s)  The time the participants needed to evaluate the first SERP for a given task query decreased from the first to the second half (1 st half mean=15.9s, 2 nd half mean=13.5s) 22

23.  This research represents a first step in understanding how task, ad quality and sequence influence search interaction ◦ Users’ visual attention towards the top few organic result entries was stronger for informational than for navigational tasks ◦ The quality of ads had a significant influence on the amount of visual attention ◦ Gaze patterns were strongly related to the order in which good and bad ads were presented 23

24.  Thank you very much  Questions & Answers 24