The Impact of a Web Banner Position on the Webpage User Experience

Abstract

Visual perception of a web banner depends on different parameters. Webpage template configuration and web banner position are important parameters that can affect the banner visibility. This paper aims to determine the impact of a web banner position on the banner visibility and webpage user experience. Research was conducted by using an eye tracking technology. Four webpage templates were created for two groups of respondents. Webpage templates were based on a news portal wireframe and six different banners. Each respondent was exposed to the same set of four different web banners on left and right positions, but their placement on the webpage was changed for each group of respondents, while template complexity remained the same. Two other banners placed on the top position remained the same for both groups, since the emphasis is on evaluation of left and right web banner positions. Research results indicate that the web banner on the left position is noticed before the web banner on the right position. Although the web banner on the left position is noticed before, the web banner on the right position is on average viewed for a longer time. The analysis of a different web banner positions provides guidelines for web designers to improve web banner visibility and overall webpage user experience.