Quantitative Objective Assessment of Websites by Neurocode-Tracking in Combination with Eye-Tracking

Abstract

Assessment of websites remains a definite challenge within advertisement research. In order to gather objective information, one possibility exists in using Eye-Tracking. This method allows for determination of where and how long particular areas of a website are fixed. However, longer fixation values do not necessarily reflect higher attention or even memorizing of the content. It could also mean that the content is too complicated. Therefore more information can be obtained by addition of quantitative analysis of brain electricity. Following the changes of the frequency content of electric brain activity has been recently introduced as “Neurocode-Tracking”. In the present study, quantitative assessment of websites has been performed by the combination of Neuro-code-Tracking with Eye-Tracking. Fast dynamic quantitative EEG recording with a time resolution of nearly 3 images/second provided electric power values according to frequency analysis in 17 brain regions (electrode positions). Particular values represented changes of electric brain activity, which were interpreted to represent visual perception, mental activation, concentration, stimulation, memory and tension according to earlier experience. Eye-Tracking was performed in a conventional manner by defining special areas of interest for detection of fixation lengths and time to first awareness. Ten male subjects (aged 36 ± 4.4 years) entered the study. They were asked to view Internet landing pages of five bank institutions: ComDirect, DKB, INGDiBa, Postbank and Targo-Bank. According to Eye-Track analysis, ComDirect was recognized to have the shortest time-to-awareness with respect to conditions, bonus, faces and application or address form. With respect to region of interest “service”, INGDiBa showed the shortest time-to-awareness. Neurocode-Tracking provided best results for INGDiBa with respect to mental activation and concentration. Stimulation and memory values were headed by Targo-Bank. Lowest tension was observed by the landing page of the Postbank. In summary, the combination of Neurocode-Tracking and Eye-Tracking provided much more information than any one of the methods used in separate. We therefore recommend this combination for the assessment and optimizing of Internet websites.