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slower task performance) looking at the pages with weak signifiers," the firm notes. On average, people had 25 per cent more fixations on the pages with weak signifiers." The firm dispenses with the counter-argument that users were "more engaged" with the page.

"Since this experiment used targeted findability tasks, more time and effort spent looking around the page are not good.

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Instead, they suggest that participants struggled to locate the element they wanted, or weren't confident when they first saw it." This translates to billions lost in engagement revenue or transaction revenue. The version of the page on the left has stronger "signifiers", i.e.

A "flat" design removes the distinction between navigation controls and content.

Historically, navigation controls such as buttons were shaded, or given 3D relief, to distinguish them from the application or web page's content.

The company wired up 71 users, and gave them nine sites to use, tracking their eye movement and recording the time spent on content.

"On average participants spent 22 per cent more time (i.e. "The average number of fixations was significantly higher on the weak-signifier versions than the strong-signifier versions.

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