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Eye tracking, Usability and E-commerce

Mårten Angner presents why eye tracking makes sense to use in e-commerse projects!

Mårten Angner

on 8 January 2015

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Transcript of Eye tracking, Usability and E-commerce

Let's see what the users think!
Eye tracking & e-commerce
Ginza eye tracking study
The gain and pain equation
More ”gain” requires market research & target group analysis...
...less ”pain” requires usability testing!
To get insights the users has to be invited
Usability testing
Reacting to a new environment
Why do users behave like this?
Stress and tunnel vision
Misses important information
Doesn't get the value proposition
Feels stupid and frustrated
1. Just do it!
Defining use in your webshop
Find users from the target group
Present a focused scenario
Comforting environment
Let them use the system without beeing interupted
How many users should you invite?
Define primary use:
”To find and buy products”

Define secondary use:
”Tell friends, use wishlist,
watch free sample video”
Presenting a scenario

A story that puts the user in the right mood. It should be focused on the use, but without telling the user what to do.

"You heard from a friend..."
"A birthday present for Tom..."
The better you test the more reliable results...
...”the wrong way” is better than ”not at all”
Usage tests everybody can do!
2. The small test
3. The scientific test
Comfortable test environment

A neutral setting gives the most reliable results. The users are most relaxed at their home or office.

More than one user, the facilitator and one observer is one too many
Avoid usability labs
Stay out of the way!

As soon as the user understands the scenario, encourage lightly, but do not interfere.

If the user seem to get stuck, be patient
Reflect questions
”What do you think”
”What would you do?”
Should we ask the user to think out loud?

Users who think out loud when doing, will describe what they think they are doing.

However, this practice has been proven to change users behaviour. Talking makes the experience intellectual rather than instinctual.

Therefore, I recommend it only for simpler tests.
Simply drag anybody to your desk
Present the product and a single task
Watch for reactions
Invite three to five users
Present a simple scenario
Use screen recording software
You might ask the users to think out loud
Invite eight to ten users from your target group
Present a complete scenario
Allow ample time to compare and analyze the test data

New payment concept
Eye tracking
Usage test with recording of eye movements
The area of sharp vision is not larger than a coin
Fixations and sacades
We are unaware of our own eye movements
Thank you!
+46 70-7770579

Jakob Nielsen’s Alertbox, March 19, 2000
To see what they think go for eye tracking!
Full transcript