IRWD 2012: Tracking eyes to build better e-commerce sites
19.05.12
Subtle changes in site design can push shoppers’ eyes toward important information that retailers want consumers to see, Jim Hudson, PayPal’s global manager for customer experience and design, said Wednesday at the Internet Retailer Web Design and Usability Conference 2012 in Orlando, FL.
He was speaking with Michael Summers, principal at Summers Consulting, during a session entitled “Eye spy: Can eye tracking improve your site design?” The session offered attendees an overview of the uses and costs of eye tracking—that is, technology that shows how consumers view the various elements on web sites.
Summers, a former vice president at GSI Commerce who conducts site usability testing, said following the path of consumers’ eyes can be more valuable than having them talk about what they’re seeing as they move around a site. “Users are liars,” he said, explaining that consumers either don’t always tell the full story about why they looked at certain elements, or are not able to give a wholly accurate account.
Source: InternetRetailer.com