The Lawn Mower Eyetracking Pattern for Scanning Comparison Tables

Summary: Users are likely to methodically scan comparison tables row by row, from right to left and back again.

On pages with distinct cells of content, people often scan those cells in a lawn mower pattern: they begin in the top left cell, move to right until the end of the row, then drop down to last cell of the next row and move back to the left until the end of the row; and so on. In our eyetracking research, we observed this pattern on many types of pages and tables (especially zigzag layouts) but most frequently on comparison tables. This article focuses on how the lawn mower pattern applies to comparison tables.

In a lawn mower pattern, the user’s gaze moves from left to right, then down, then from right to left, then down. 

Modern news platform
for demanding readers

Subscribe to thematic newsletters prepared by professional editors.

  • Read your newsletters at regular time you want. E.g. every day at 9am.
  • We update your timeline only every 3 hours. Because that's sane.
  • No notifications. No endless scrolling. No addiction and FOMO.