The Usability Study Of Web Advertising

With its unique timely, massive and interactive features, Internet has become the fourth-largest advertising media after television, newspapers and outdoor advertising. However, with the rapid development of web ad, the pursuit of the widespread application of new technologies to attracting customers' eyes ignores the human factors, which did not achieve good transmit results and lead to bad user experience. Usability is an important indicator, which, from the end-user's perspective, measures product quality. How to improve the usability of advertisements so that we can make information advertising well done and users can get joyful experience. This paper aims at studying these issues within a certain scope of the initial answer.The research on domestic website advertisement usability remains unexplored. Based on the deep understanding on foreign web ad usability analysis methods and technologies, we adopted a research method combining usability engineering with ad psychology and carried out explorative study on domestic typical web ad.First, by a pilot test, we set up a web Ad psychological effects model which is adopted in the whole study. On the basis of this model we had the interviews and questionnaires, we found it information receiving situations, psychological effects issues, as well as some usability problems; moreover, we selected Sohu and Sina websites for the eye-movement tracking test, we found the eye movement patterns of behavior users browsing news, target ads transmission effect and some usability problems. We design the web Ad ideal model together with users, which provided some guidelines for network news website broadcast appropriate advertising in the future. According to the studies, we summarized some usability guiding principles, and based on these guiding principles, helping advertisers provide some basis for the effective transmission of information in advertisement, and in this way, accessing to the Internet will provide a joyful user experience.