Advanced Search

1995 revisited: People still tend to ignore website elements that look like ads [VIDEO]
13 March 2018
Share this article:

Back in the '90s, usability guru Jakob Neilsen published this advice for Web developers:

"Selective attention is very powerful, and Web users have learned to stop paying attention to any ads that get in the way of their goal-driven navigation...Unfortunately, users also ignore legitimate design elements that look like prevalent forms of advertising. After all, when you ignore something, you don't study it in detail to find out what it is. Therefore, it is best to avoid any designs that look like advertisements. "

The Neilsen Norman Group released an update to this yesterday in the form of a 4-minute video with results of a new eye-tracking study they've done on 200 subjects using both desktops and mobile phones.

Key findings:

  • Subjects ignored banners 65% of the time.
  • Clues people use to identify ads include:
    • Size and shape
    • Presence of images
    • Position on page (logos at top left were ignored 50% of the time)
    • Carousels with or without ads were ignored 50% of the time.

Key recommendation:

Make important content accessible via main navigation, site search, and/or text links.

For more from the Neilsen Norman Group, see the Related Listings, below.

Share this article:

And if you have questions or comments, you can easily send them to me with the Quick Reply form, below, or send me an e-mail.

David Boggs MS    - David
View David Boggs's profile on LinkedIn

Google Certifications - David H Boggs
View my profile on Quora
Subscribe to my blog

External Article:

3/5 based on 1 vote.
Show Individual Votes
Related Listings

Sorry, you don't have permission to post comments. Log in, or register if you haven't yet.

Please login or register.

Members currently reading this thread: