Towards the tradeoff between online marketing resources exploitation and the user experience with the use of eye tracking

Abstract

Online systems are often overloaded with marketing content and as a result, perceived intrusiveness negatively affects the user experience and the evaluation of the website. Intentional and unintentional avoidance of the commercial content creates the need for compromise solutions from both the perspective of user experience and business goals. The presented research shows a unique approach to search for tradeoffs between the editorial content and the intensity of marketing components with the use of eye tracking and the multiple-criteria decision analysis methods.