The website of a college is becoming an important tool for students to gather information and make decisions about higher education. In 2005, private schools spent approximately $2,073 per new student to apprentice, making communication and recruitment efficiency a significant aim for institutions. Where do awaited students go to learn about colleges and universities? They look through the websites developed by universities and colleges (Schimmel, Motley, Racic, Marco, & Eschenfelder, 2010). To catch the student’s attention, an appropriate Web-User communication system must be there thus, beginning with the highlighting of the specific users that extensively rely on web pages, the concerns on which the Web page focuses, or the message that it wishes to convey to the users (Alstete & Beutell, 2004). Therefore, it is crucial to investigate the whole process, for instance, how students approach a Web page and how they conclude it. This process must strive for an admiring emotional influence in visual content focused entirely on the students’ experience because the basic scheme favors the processes that consumers correlate with and in the development of an interactive web design (Carrillo, Bolívar, & Chaves, 2019). Since students visit various colleges’ websites to get their required information, the website content should be convincing and helpful for them. In the current study, we mainly focused on analyzing the emotional responses on websites conversion stimulated by visual impacts. Our main objective is to examine the effectiveness, satisfaction, and efficiency of universities websites using eye-tracking analysis and collect data regarding the visual impacts of users. We studied how students utilized these websites, what sort of information they obtained from the institution’s website, and recommendations were made to College in order to assist them in improving their websites as “selling” tools for their institutions. The research was carried out using online neuromarketing research tools from mobile phones, which will be widely used by students and anybody who visits their website. The trials are conducted in real-time, including neuro measurements and additional brief memory post-survey questions. Eye-tracking and facial coding was measured using the self-service internet platform Tobii Sticky. The research study lasted for ten days, and 529 OBC students (both genders, 18-50) took part in it. Also, the research was carried out in line with the requirements of Oxford University’s Research Ethics Committees. The top of the webpage was a focus of interest for participants, according to a heat map for the OBC’s homepage and CARE page. The results show that participants unconsciously showed aversion to the information given on the website during the 20-second interval of browsing the homepage. Eye-tracking activity neurometrics from OBC’s homepage show that the upper sections of the website, particularly those at eye-level height, are noticed.
Look the summarization of our research bellows. The whole research will be published in peer-reviewed Journal, soon.
Schimmel, K., Motley, D., Racic, S., Marco, G., & Eschenfelder, M. (2010). The importance of university web pages in selecting a higher education institution. Research in Higher Education Journal, 9, 1.
Alstete, J. W., & Beutell, N. J. (2004). Performance indicators in online distance learning courses: a study of management education. Quality Assurance in Education.
Carrillo, C.-A., Bolívar, H., & Chaves, M. (2019). Methodology of Neuromarketing in Websites Analysis Approach. Paper presented at the 2019 Congreso Internacional de Innovación y Tendencias en Ingenieria (CONIITI).