Paper Info
Title
Friendly, Appealing or Both?: Characterising User Experience in Sponsored Search Landing Pages.
Abstract
Many of today's websites have recognised the importance of mobile friendly pages to keep users engaged and to provide a satisfying user experience. However, next to the experience provided by the sites themselves, advertisements, when clicked, present users with landing pages that are not necessarily mobile friendly. We explore what type of features are able to characterise the mobile friendliness of sponsored search ad landing pages. To have a complete understanding of the mobile ad experience in terms of layout and visual appearance, we also explore the notion of the ad page aesthetic appeal. We design and collect annotations for both dimensions on a large set of ads, and find that mobile friendliness and aesthetics represent different notions. We perform a comprehensive study of the effectiveness of over 120 features on the tasks of friendliness and aesthetics prediction. We find that next to general page size, HTML, and resource usage based features, several features based on the visual composition of landing pages are important to determine mobile friendliness and aesthetics. We demonstrate the additional benefit of these various types of features by comparing against the mobile friendliness guidelines provided by W3C. Finally, we use our models to determine the state of landing page mobile friendliness and aesthetics on a large sample of advertisements of a major internet company.
Year
DOI
Venue
2017
10.1145/3041021.3054193
WWW (Companion Volume)
Field
DocType
Citations 
User experience design,Landing page,World Wide Web,Computer science,Page,Multimedia,The Internet,Visual appearance
Conference
0
PageRank 
References 
Authors
0.34
29
6
Name
Order
Citations
PageRank
Marc Bron151.11
Miriam Redi218220.76
Mounia Lalmas32593225.26
Fabrizio Silvestri41819107.29
Huw Evans500.34
Mahlon Chute600.34