A recent study analyzing clickstream data and eye tracking results found that the web is quickly becoming the interactive tool that it has always promised to be. The development of web based technologies like Ajax and the expanding adoption of broadband have led to a number of changes in how users interact with the web.

The University of Hamburg research found:

  • An F-shaped pattern of clicking activity similar to results found in eye tracking studies. There appears to be a strong link between our eye and hand movements over the surface of web pages.
  • Following links accounts for 43.5% of page transitions.
  • Direct access through bookmarks, typing in urls, or home page buttons has remained relative steady over the last several years at around 10%. However, new window launches has jumped from less than 1% to over 10% of all page transitions in the past 11 years.
  • Form submission has increased from 4.4% to over 15% of all navigation actions reflecting the increase in web services
  • 43% of all form submissions involve search submission, followed by online dictionary and travel planners.
  • There has been a 50% drop in the use of the back button for web navigation.

The study attributes many of these changes to the increase in web services, AJAX, etc. I wonder how much tabbed browsing affects these numbers as well? Considering the study was performed with “experienced volunteers,” are avid users more likely to use tabbed browsing and therefore driving the new window launches up considerably? I know I use tabbed browsing and launch links in a new tab more often than I use back and forward button browsing. Other findings include:

  • Over 45% of all user clicks occured in a region slightly larger than the upper left quadrant of the visible page.
  • Over three quarters (76.5%) of selected links were in the visible area at load time (above the fold).
  • 23% of all links followed were below the fold.
  • For 1024 by 768 screen users, the average available document width was about 890 pixels because users are not necessarily expanding their browser window to fill their entire screen.
  • The average web page has 53 hyperlinks and 551 visible words.
  • 25% of all documents were displayed for less than 4 seconds and 52% of all visits were shorter than 10 seconds with a peak value located between 2 and 3 seconds.

The data also reveals some mistakes that we make when designing pages for the more dynamic Interweb.

  • Designing pages for a specific resolution may not be a great idea. Users generally only use 85% of their available screen space for a browser window. And, users almost never scroll horizontally. Make sure your “above the fold” calculations consider this data.
  • Fast loading pages are as important as ever. With 52% of users visiting a page for less than 10 seconds, your page should load in less than four… And don’ forget that some still use dial-up.
  • The upper left hand corner of the page is where most users are clicking. Put your important links there. Be careful not to put important links (usually those that generate revenue) in areas that users generally ignore.

I do see a few problems with the data. For instance, it appears by the heat maps that Google’s layout has greatly influenced the results… I wonder how different the heat maps would loook if the search engine sessions were ommited from the data… See the entire write-up here:

Clickstream Study Reveals Dynamic Web - fast web navigation in browser study heatmaps


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