Distraction factor used in A/B testing of a web application

A method for performing A/B testing of a web application, and comprising:

• operating a web server to provide first and second variants of the web application, with the web server comprising an eye movement analyzer and a facial recognition analyzer;
• operating at least one client computing device by at least one user to perform the following:
• accessing the first variant of the web application and the second variant of the web application by way of a web browser,
• receiving, by way of a processor cooperating with the web browser, a web page from the first variant of the web application and a web page from the second variant of the web application,
• displaying the web page from the first variant of the web application, and displaying the web page from the second variant of the web application,
• capturing a plurality of images of the eyes and associated facial expressions of the at least one user, by way of a camera coupled to the processor, when viewing the displayed web page from the first variant of the web application, and when viewing the displayed web page from the second variant of the web application,
• providing to the web server, by way of the processor, the plurality of images of the eyes and the associated facial expressions of the at least one user;
• analyzing, by way of the eye movement analyzer, the plurality of images of the eyes of the at least one user for fixations and saccades to determine a distraction factor when the at least one user is viewing the displayed web pages from the first and second variants of the web application, with the distraction factor corresponding to a ratio of eye movement of the at least one user between the first and second variants of the web application;
• and
• analyzing, by way of the facial recognition analyzer, the associated facial expressions to determine an emotional state of the at least one user when viewing the displayed web pages from the first and second variants of the web application;
• operating the web server further comprises determining effectiveness of the first and second variants of the web application based on the emotional state and the distraction factor.

A non-transitory computer readable medium for operating a web server comprising an eye movement analyzer and a facial recognition analyzer for A/B testing of a web application, and with the non-transitory computer readable medium having a plurality of computer executable instructions for causing the web server to perform steps comprising:

• providing first and second variants of the web application to at least one client computing device operated by at least one user;
• receiving a plurality of images of the eyes and associated facial expressions of the at least one user when viewing a displayed web page from the first variant of the web application, and when viewing a displayed web page from the second variant of the web application;
• analyzing, by way of the eye movement analyzer, the plurality of images of the eyes of the at least one user for fixations and saccades to determine a distraction factor when the at least one user is viewing the displayed web pages from the first and second variants of the web application, with the distraction factor corresponding to a ratio of eye movement of the at least one user between the first and second variants of the web application;
• analyzing, by way of the facial recognition analyzer, the associated facial expressions to determine an emotional state of the at least one user when viewing the displayed web pages from the first and second variants of the web application, with the emotional state being combined with the distraction factor;
• and
• determining, by way of the web server, effectiveness of the first and second variants of the web application based on the emotional state and the distraction factor.