Accelerate e-commerce growth with tech-powered insights

E-commerce is evolving rapidly, reshaping industries worldwide. On average, 46% of global online shopping now happens through marketplaces—a 10% increase since 2021, driven by 89% of consumers seeking better value due to inflation, according to a Mirakl survey.

Mobile commerce is also on the rise, projected to grow from 56% of total e-commerce in 2018 to 62% by 2027. With consumers increasingly shopping on their phones and tablets, the convenience of mobile shopping is becoming the norm. As e-commerce transforms, research on behavioral solutions must adapt, offering agile and diverse recommendations also tailored to the mobile experience.

Optimize every e-commerce touchpoint

We’ve previously discussed a comprehensive 4-part framework for optimal e-commerce research, covering everything from understanding customer profiles to perfecting online pack tests.  

However, new opportunities are emerging to enhance your Product Listing Pages (PLPs) and Product Detail Pages (PDPs) with interactive content, like carousels and videos, rather than relying solely on static images.

Our research has shown that:

• Image carousels have greater potential for non-CPG products (durables). They keep visitors engaged longer and encourage deeper scrolling.

• A carousel featuring a video presentation of the product can elevate the brand, making it appear more relatable, trustworthy, recommendable, credible, and innovative.

To fully harness the power of A+ content, avoid using repetitive visuals already featured in the carousel or elsewhere on the product page. Once you’ve optimized the content, position it prominently near the image, price, and add-to-cart button to capture shoppers’ attention. If you’re unsure how this applies to your products, EyeSee offers unique testing solutions to guide you.

The future is mobile

By 2025, mobile commerce sales are projected to reach $728.28 billion and make up 44.2% of retail commerce sales in the US. Nearly 80% of consumers worldwide visit a retailer’s website from their smartphone while shopping in-store, according to a March 2023 study by Airship and Sapio Research. All this speaks in favor of testing your product’s content on mobile platforms. Better yet, leverage mobile Eye Tracking to fine-tune your content based on the customer’s eye movements.

Our Web Platform solution allows respondents to use their mobile device cameras to participate in research studies. This technology captures and analyzes reactions and gazes using a sophisticated deep learning algorithm. Our smartphone Eye Tracking is fully web-based and requires no app installation for respondents. It provides an accuracy of 79 pixels or 0.51 cm for the standard screen size of 6.5” with a resolution of 1080×2340 pixels.

To validate our measuring approach, we conducted a study using our internal benchmark system, which leverages the best eye-tracking module on the market. To demonstrate its precision, we compared desktop and mobile eye-tracking on a sample package and observed that both methods detected

the same browsing patterns.

However, packaging is viewed differently depending on the context, and companies are increasingly adopting “mobile hero design” to tailor packages specifically for mobile environments. While the objective is not to draw drastically different conclusions, the unique insights from Mobile ET can guide us in optimizing our approach for different platforms.

In Conclusion

A successful e-commerce journey with high conversion rates depends on many factors. However, just as an effective package helps a product stand out on the physical shelf, optimizing your product content for e-commerce is essential. Shoppers rely on what they see and read, and in a crowded e-commerce environment, there’s little room for error. That’s why it’s crucial to test your e-commerce content and refine it to perfection.

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