EXPERIMENTS ON UI INTERFACES THROUGH

Eye Tracking & Statistics

Interface I

Interface II

Primary Hypothesis

Click through Rate  |  Time to Click  |  Dwell Time  |  Return Rate

Click through Rate

Null Hypothesis The click through rate I get on my Version I will be equal to the click through rate on my Version II.

Alternative Hypothesis The click through rate I get on my Version I is going to be greater than that of Version II, because the former has larger pictures which will attract people more.

Time to Click

Null Hypothesis The time to click I get on my Version I will be equal to the time to click on my Version II.

Alternative Hypothesis The time to click I get on my version I is going to be greater than that of Version II, because version II has even column structures which makes it easier to compare taxi services

Dwell Time

Null Hypothesis The dwell time I get on my Version I will be equal to the dwell time  on my Version II.

Alternative Hypothesis The dwell time I get on my Version I will be greater than the dwell time in version II, because the user’s eyes would need to travel vertically multiple times on the screen since it has two sections on the top and two sections on the bottom.

Return Rate

Null Hypothesis The return rate I get on my Version I will be equal to the return rate on my Version II.

Alternative Hypothesis The return rate I get on my version I will be greater than version II, because version II has all the content stored on the top half of the screen, and users are not required to move their eyes multiple times. Users will return on version II more than the former because it takes significantly less effort.

A / B Testing 

Data collected over 120 unique visits to the interfaces: https://still-spire-33534.herokuapp.com

Version I Calculated Data

Click through rate​ 82.85%

 

Time to click​ 5945.55ms 

 

Dwell time 22465.5 ms 

 

Return rate  20.68%

Version II Calculated Data

Click through rate​ 78.57%

 

Time to click​ 7263.1 ms 

 

Dwell time 7530 ms

 

Return rate  27.27%

Eye Tracking on the Interfaces

Understanding the user's behavior through the visual aesthetic on the screen. Looking at the time spent and verifying the statistical analysis conducted in the A/C Test.

User I

User II

Statistical Test & Analysis

1. Chi Square Test: Click through Rate

2. T- Test: Time to Click

X = 0.1816

 

Degree of Freedom = 1

Probability (p) = 0.05

Since 0.1816 is not greater than 3.84, it is not statistically significant

 

The p-value corresponding to 0.1816 approximately 0.99 giving us roughly 99% probability of the statistical significance.

T = 0.619

 

Degree of Freedom= 45

Probability (p) = 0.05

Since 0.619 is not greater than 1.68 then it’s not statistically significant.

 

The p-value corresponding to 0.619 is more than 0.90 giving us > 90% probability of the statistical significance.