Consumers Visual Search Behavior on the Websites: An Eye Tracking Approach

Abstract

<p>In recent years the competition for online shopping across the web has increased. The most effective websites provides satisfying user experience, based on how the average consumer tracks and reads information on webpages. In order to know how the user tracks the website and reads the information on webpages, an eye tracking experiment was conducted.Data was collected regarding consumer evaluation of website in terms of website layout/design. Fifteen websites were randomly selected from small businesses related Accommodation & Food services Industry; Arts, Entertainment & Recreation; Restaurants; Retail trade and Manufacturing. The combination of measures used in this eye tracking study (i.e., gaze and fixation) allowed us to understand how consumer's eyes move on the website and what content they looked at most while looking for the information. Based on these insights, recommendations were made.</p>