Some Stuff About User Experience, eCommerce, Social Media & etc.

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Design Guidelines For E-commerce Product Pages With Eyetracking Data

According to IMRG/Capgemini, it is estimated that UK shoppers spent £13.16bn online in the last quarter of 2008. This is 15% more than the last quarter of 2007.

On the other hand, a statistic by Jupiter Research in September 2007 shows that 42% of 1,179 online shoppers surveyed have left a site without buying a number of products because they were unable to find answers to questions about a product in their shopping basket.

Why and what we wanted to do

I carried out a series of eye tracking studies at cxpartners to look into what shoppers need and prefer to see on a product page to help them make a decision on which products to buy. I also aimed to find out what the best design might be for a product page in helping customers: (1) to be more interested in the product they are about to buy; and (2) to easily find other items that they might need.

Elements that have been looked into in this study include: content of the page (product description, delivery), design (page, fonts, colours), features (recommendations, customers’ reviews) and layout (two versus three columns).

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