The Pinball Pattern of Scanning Search Results Pages
Summary: Today, a SERP (search engine results page) contains so many design elements that users don't have a simple way of picking out their preferred link. Eyetracking studies show that users' eyes bounce around the page between items in a scan pattern that resembles a pinball machine game.
Because today’s search-results pages have many possible complex layouts, users don’t always process search results sequentially. They distribute their attention more variably across the page than in the past.
Video Author
Kate Moran is Vice President with Nielsen Norman Group. She has extensive experience in conducting user research to guide UX strategy, with expertise in both qualitative and quantitative methods.
