The Lawn Mower Eyetracking Pattern for Scanning Comparison Tables

Users are likely to methodically scan comparison tables row by row, from right to left and back again.


This content originally appeared on NN/g latest articles and announcements and was authored by Kate Moran

Summary: Users are likely to methodically scan comparison tables row by row, from right to left and back again.



On pages with distinct cells of content, people often scan those cells in a lawn mower pattern : they begin in the top left cell, move to right until the end of the row, then drop down to last cell of the next row and move back to the left until the end of the row;  and so on. In our eyetracking research , we observed this pattern on many types of pages and tables (especially zigzag layouts ) but most frequently on comparison tables . This article focuses on how the lawn mower pattern applies to comparison tables.

Users are likely to engage in this pattern whenever they are actively comparing several features of two or more adjacent products or services in a comparison table . (An exception would be if a user is only interested in comparing a single feature of the products — for example, price. In that case, the user would be likely to focus on a single row and wouldn’t engage in this pattern. Also, this pattern may be slightly different if the user is interested in comparing only two nonadjacent products in a comparison table that contains more than 2 products.)

The pattern is often proceeded by an appraisal — the user quickly processes the table’s layout before reading more closely.



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This content originally appeared on NN/g latest articles and announcements and was authored by Kate Moran


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Kate Moran | Sciencx (2022-10-06T21:36:13+00:00) » The Lawn Mower Eyetracking Pattern for Scanning Comparison Tables. Retrieved from https://www.scien.cx/2020/12/13/the-lawn-mower-eyetracking-pattern-for-scanning-comparison-tables/.
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" » The Lawn Mower Eyetracking Pattern for Scanning Comparison Tables." Kate Moran | Sciencx - Sunday December 13, 2020, https://www.scien.cx/2020/12/13/the-lawn-mower-eyetracking-pattern-for-scanning-comparison-tables/
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Kate Moran | Sciencx Sunday December 13, 2020 » The Lawn Mower Eyetracking Pattern for Scanning Comparison Tables., viewed 2022-10-06T21:36:13+00:00,<https://www.scien.cx/2020/12/13/the-lawn-mower-eyetracking-pattern-for-scanning-comparison-tables/>
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Kate Moran | Sciencx - » The Lawn Mower Eyetracking Pattern for Scanning Comparison Tables. [Internet]. [Accessed 2022-10-06T21:36:13+00:00]. Available from: https://www.scien.cx/2020/12/13/the-lawn-mower-eyetracking-pattern-for-scanning-comparison-tables/
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" » The Lawn Mower Eyetracking Pattern for Scanning Comparison Tables." Kate Moran | Sciencx - Accessed 2022-10-06T21:36:13+00:00. https://www.scien.cx/2020/12/13/the-lawn-mower-eyetracking-pattern-for-scanning-comparison-tables/
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" » The Lawn Mower Eyetracking Pattern for Scanning Comparison Tables." Kate Moran | Sciencx [Online]. Available: https://www.scien.cx/2020/12/13/the-lawn-mower-eyetracking-pattern-for-scanning-comparison-tables/. [Accessed: 2022-10-06T21:36:13+00:00]
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» The Lawn Mower Eyetracking Pattern for Scanning Comparison Tables | Kate Moran | Sciencx | https://www.scien.cx/2020/12/13/the-lawn-mower-eyetracking-pattern-for-scanning-comparison-tables/ | 2022-10-06T21:36:13+00:00
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