comparison of two ebook stores
TRANSCRIPT
Comparison of two ebook stores using eye tracking data
Author: Virág Őrsi 2015
2/15
Content of presentation
1. Purpose of the subject
2. Introduction of my research
3. Results
4. Conclusions
2
2/15
3/15
PURPOSE OF THE SUBJECT1
4/15
Why ebook stores?4
Subject
Comparison of
two webshops
Purpose
Making suggestions
how to create a userfriendly
webshop
Project
Two Hungarian ebook stores
5/15
MY RESEARCH2
6/15
Methodology6 Method: Eye tracking, RTA vs. CTA, interviews
Stimuli: Book and Walk, Multimédiapláza Test: Ebook purchase Target of
participants: 25-35 men and women, internet users Number of
participants: 12 participants, 6 men - 6 women Tool, software: Tobii X2-30 fix eye tracker,
Tobii Studio
7/15
Visualization tools7
Gaze plot Heat map
8/15
RESULTS3
9/15
Home page heat map
9
Categories
Search
Book and Walk Multimédiapláza
10/15
Product page gaze plot
10 Book and Walk
Add to cart Registration
Multimédiaplza
11/15
Registration procedure statistics
11
1 2 3 4 5 6 7 8 9 10 11 120
20
40
60
80
100
120
140
160
49.1440.07
25.78 25.7939.07
130.48122.06
90.92
46.52
84.42
139.47
Total visit duration (second, N=12)
Book and Walk MultimédiaplázaMean: 32,58 Mean: 70,02
12/15
CONCLUSIONS4
13/15
Suggestions13 Home page: 2-3 main colours, ergonomic structure
Search: advanced search tool (library) Ebook categories: consistent, main and sub
categories Product page: „keep it simple and stupid” + user
opinions Registration: as simple as it can be, just necessary
data
THANK YOU!