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Eyetracking study of e-commerce sites

Eyetools Inc and MarketingSherpa have published the report "The Landing Page Handbook". The report describes the results of an eyetracking study of typical e-commerce sites and has design guidelines for improving web page layout.

Some highlights from the report:
- The upper-left corner is always seen
- Most web pages are scanned, not read
- Any text that is underlined or blue get high readership and many people will read only the emphasized text before deciding to read on
- Material underneath images is viewed quite often
- People experience such a strong pull to look at images that they can trump left-to-right reading
- Navigational links or bottoms usually distract visitors from the main purpose of the page

Links:

  • The article Are Your Visitors Seeing What You Think? Open link in new window
  • The book The Landing Page Handbook Open link in new window

Henrik Olsen - March 03, 2005 - via UI Designer

See also: Persuasive design (21)  E-commerce (27)  Landing pages (5)  Eye-tracking (14)  Research (129)  Books (47) 

 

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