Web site user Experience Analysis: Online shopping, people's eyes are staring at where?

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Eyequant, German artificial intelligence Software Co., Ltd. What are the eyes staring at when people buy online? Besides the shoes! Well, there's the model's breasts.

When we opened the Web page, what was the first thing we saw? A model advertising picture with a full Web page? Top company icon or search bar?

Eyequant, a German artificial intelligence software company, conducted an eye-tracking experiment on online shopping, the latest results show that some of the golden laws of the past about web design--such as people's focus on the face--seem to have to be rewritten again.

The experiment invited 46 participants to assist the Eyequant company in improving the predictive computing system for the site's eye-sucking elements. Participants went to the neuroscience Laboratory at Osnabrück University in Germany (University of Osnabrueck), which included the latest Levi ' jeans, a television set sold by Target's department store or a Paris weekend tour of 200 products, After browsing the corresponding pages of these products, the researchers used the Hot map (heatmaps) to present the most eye-absorbing elements, while the "eye" average length of 20 seconds. Here's what the researchers found:

1. "Model face" is not that important.

People like to pay attention to other people's faces, even for inanimate bodies. So designers Changli Use this to design ads, such as the image of the model staring at a paragraph of text, so that people who see the ads in the same direction to see. However, the study showed that subjects were more interested in title text or search fields than in the face of a large space.

2. The larger the font, the more the eye

Even if it is written in a large bucket of "jumping a big sale", it is difficult to attract the participants ' eyes. Conversely, people tend to read smaller fonts carefully. For example, people can easily ignore the name of a company that occupies a lot of space on the left, rather than looking for a more detailed subtitle (although this is also larger than the text font), when browsing the Chinese proofread writing proofreading site.

3. "Free" is no longer a universal word

Free stuff is for everyone, right? But people seem less attracted to the word "free" than we think. When subjects browsed a Web page with words such as "free Gifts" or "no shipping", they mostly focused on reading product information, or in a particular case, staring at the breasts of Victoria's Secret (Victoria's Secret) lingerie models.

4. "Business philosophy" who cares

Some users have a product in mind before they go online, so they rarely pay attention to the brand elements in the shopping page, such as the company icon. "Users often ignore brand elements," Eyequant co-founder and CEO Febian Ster (Fabian Stelzer) said, "They only care about the information related to the goods, just want to hurry up and checkout." ”

Despite the data, 46 people are not a huge number of experiments, but because the past eye-tracking experiments in the search for information on the web browsing habits-such as the search site theme or read article-oriented, so the experiment focused on more specific online shopping habits, the reference value of the special significance.

"It is generally believed that human creativity is a shrine to which data cannot be replaced." But I don't think so, "said Trent." "The data can reflect common sense, let us know the basic principles of the operation of things ... Of course, we cannot lose our skepticism. ”