Online marketing

E-commerce web site test, using a Tobii T60 Eye Tracker.

E-commerce is here to stay and experiencing fierce competition. It’s time to stop guessing and to start knowing what surfers and e-shoppers want. Eye tracking gives you unique methods to evaluate user and shopper behavior on the net.

What do I get out of eye tracking?

Tobii solutions allow for effective eye tracking testing of e-commerce web sites, banner advertising, e-mail campaigns and newsletters. Get new valuable knowledge and create web sites and campaigns that work towards business goals: Convert web page visitors into sign-ups and buying customers. Measure the true effects of on-line marketing investments and dramatically improve impact by pre-testing campaigns.

Heat map based on aggregated data from 54 participants during the first 30 seconds.

How is attention and action divided between different elements at an e-commerce site?

This is a heat map, showing the aggregated attention of several people’s view of this e-commerce site.

Most attention is paid to the left menu. This is also where most of the mouse clicks are deployed.

Equally important is to know the areas that people ignore. In this case, all boxes both on the right and the left side of the page are practically ignored.

“Cheap buys” is the strongest headline in banners, capturing most of the attention to this area. The big and valuable central area around that receives rather little attention.
Product pictures receive a fair amount of attention that is also nicely spread across different products.

The shortcoming of the product area is the way of displaying the price of best selling products. Price is crucially important information, especially in promotional offers. The heat map shows that with this design people miss out and do not see the price.

Anything important for this business that is ‘hidden’ among right or left side boxes should be moved to visually more intensive areas. Price of the best selling products should be made more visible. People might be spending too much effort on left menu.

More example research.

Eye tracking lab solutions.