Search car on mail.ru

Some time ago, our company tested Avto@Mail.Ru project for the ease of purchasing the required car on it. In fact, it turned out testing of two tasks: search for a link to the Auto project on the site mail.ru and search for a car in this project.

Perhaps some of the results of this test will be of interest to the owners of other resources ...


Task execution time
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The graph shows the time (in seconds) it took for respondents to complete each
tasks.

*) time to complete the task was counted from the moment the page was loaded to a click on the “correct” link

You should pay attention to the considerable variation in the time of task execution between
respondents. Such a time spread and a rather large average time required for
performance of the task, as a rule, testifies to some unintuition of the interface.

Execution of the first task: search for Avto@Mail.Ru section

Perception maps of the portal's main page when searching for the desired project
are presented below. Maps by the number of views show where in the page
respondents searched for a link to a car project; cards by percentage of elapsed time
show what page places attracted attention during this search.

Attention maps of the main page of the site when searching for links to the project auto@mail.ru
Heat map for the number of views in the first 10 seconds	Heat map for the percentage of elapsed time in the first 10 seconds
Thermal map by the number of views for all time	Heat map by percentage of elapsed time for all time
Graph of views in the first 5 seconds

From the above maps, it is clear that when searching for the desired reference, the attention of the respondents is mainly
It concentrates in the center of the page, on the news block, especially since there is an “Auto” tab.
Moreover, a second click on this tab brings the visitor to the required site, but
The respondents do not realize this, since there are no clues on this topic anywhere.

We would recommend to add explicit links to the thematic sections of the portal in all areas,
which may attract a visitor interested in this topic. In the case of a section
Avto@Mail.Ru such sections are autonomy (link is, but not selected),
car section of thematic catalog of sites, section of automotive products in the project
Products@Mail.Ru. It also makes sense to bring Avto@Mail.Ru site to the first places with suitable
search queries.



For more information about the order and features of viewing the page we
identified areas of interest in it and calculated the following indicators for each of these areas:

· Time before the first fixation in this area
· The number of fixations on the page before the first fixation on this zone
· Time from first commit to first click
· Number of fixations
· Number of views (a view is a series of consecutive fixations that lie entirely
inside this area).
· Number of respondents who paid attention to this area

The data used were not average values, but medians - i.e. average
two average respondents for this indicator (our practice shows that such an assessment
gives the most adequate results in cases where between respondents there is a large variation in
task execution time).

	Top Menu	news	Catalog	Sections	ads	Rest
Time to first commit (s)	3.1	0.6	9.9	2.9	16.5	0.1
Fixations to this area	22	2	27.5	7.5	47	0
Time from commit to click (sec)	33.4	15.3	13.6	72.6	3.79
Number of fixations	one	23.5	five	14	0.5	35.5
Number of views	one	eight	2	four	0.5
Saw respondents	five	ten	four	9	one	ten

Summary of Results and Recommendations

All respondents coped with the tasks, but some of them needed a hint from the operator,
so that they remain on the portal being tested, and not go to other resources.

So out of 10 respondents, four independently found a link in the projects section, one went over
link "Ads for the sale of cars," two went to the section of cars in the site directory, one
used the search on the Internet to search for the desired car, one went to the project
Goods@Mail.Ru in the section of automotive products and one got on the project Avco@Mail.Ru double clicking on
tab in the news section.

Thus, out of 10 respondents only 6 managed to independently find the required project, and three
almost immediately went to third-party resources.

It should be noted that the majority of respondents opened the tab with autonews, but only
One guessed that a second click on this tab will open the corresponding section of the portal.

You can view the full report at http://eye-tracker.ru/files/auto.mail.ru.pdf

Additional materials :

Dynamic fog mask of the search process on the mail.ru page links to Avto@Mail.Ru project:


Dynamic fog mask of the search process on the page auto.mail.ru links to purchase
Peugeot 308 car mileage:


Record a test session of one of the respondents: