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Evaluating scroll-hijacking techniques in the context of call-to-action specific websitesMoltzer, Filip January 2022 (has links)
The rapid improvement of hardware and internet speed in modern societies has contributed to more vibrant websites with lots of motion, which often has a correlation to a better user experience, but not always. Scroll-hijacked websites are one of the more controversial techniques, a questionable action where one modifies the default scroll behaviour, which affects the preconceived notions about how to navigate a website. But the effect can be beneficial when one wants to draw attention to crucial call-to-action (CTA) elements. This thesis resulted in creating a scroll-hijacked prototype based on an already deployed event website with lots of vital CTA elements. The developed prototype was then evaluated against the old website through A/B testing with SUS- and NASA-TLX-surveys. These tests and evaluations were performed by a user study with 44 participants. During the thesis, it was found that there are areas of use where it can be favourable to use scroll-hijacking to increase attention for CTA elements, and thereby increase the conversion, but it requires a thoughtful application.
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