Ecommerce for retailers

A test on one of the leading eCommerce websites showed that 40% of visitors were not able to buy a ‘simple’ product such as washing powder. Using eye tracking, navigation tracking, think aloud and questionnaires, we are able to understand:

  • Navigation effectiveness: Are users able to complete the key tasks?
    How do they navigate? Where do you lose them?
  • Page effectiveness: Do users notice the key areas on the page?
  • Design effectiveness: Which design (e.g. type of images) is the best?
  • Sales effectiveness: How to improve sales on the product page?
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KEY OUTPUTS

You deliver the stimuli (website or in pdf), define the sample specs, and select the questions of our survey (or you deliver the survey). EyeSee programs the study, coordinates the recruitment with our panel partners and analyzes the obtained data.

Delivery: 7 days
Scale: Globally
Sample size: N=100 per cell

  • Overall Summary
  • Completion rate and time
  • Navigation patterns and loss rates
  • Viewing patterns: Are the key areas seen (first)?
  • Advertising, location and design (e.g. picture) effectiveness
  • Product overview sales effectiveness
  • How do shoppers evaluate the website?
  • Will shoppers return?
TESTING PROCESS
Respondents are recruited online via one of our panel suppliers. First they fill out a screener survey to make sure that they match your target. Next, they proceed with the test.
1. GENERAL PURCHASE TASK

Users are asked to buy their top 3 most frequently bought products. While they are executing the task, we track their clicks (tape the screen), eyes and facial expressions (via the webcam) to understand:

  • Can the shoppers complete the task? How fast?
  • How do they navigate? (browse vs. search)
  • Which pages are they visiting? (e.g. promotions)
  • Where do they add products? (e.g. category)
  • What do they notice? (e.g. ad effectiveness)
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2. SPECIFIC TASKS

Next, shoppers are asked to buy a specific product and complete other specific tasks (e.g. search the closest shop, search for info about home delivery…). While they are executing the task, we track their clicks, eyes and facial expressions to understand:

  • Can the shoppers complete the task? How fast?
  • How do they navigate? (browse vs. search)
  • Which pages are they visiting? (e.g. promotions)
  • Where do they add the products?
  • How do they look at the key pages?
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3. SIMULATED PURCHASES

As final exercise, they are exposed to several product overview pages of different categories and asked to add products they would consider to buy to their shopping basket:

  • Product overview basket value per shopper
  • Which products are seen and bought?
  • Impact of location (horizontal and vertical) on visibility and purchase intent
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4. SURVEY QUESTIONS MODULE

After the browsing session users fill out a questionnaire about:

  • Overall evaluation of the website and per page
  • Recall of content
  • Easiness to navigate
  • Would they return to/recommend the website?
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5. IMPACT

Increase in usability:

  • Increase in number of successful shopping trips
  • Increase in sales per shopping trip
  • Increase in number of people returning
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INFO ABOUT TECHNOLOGY

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