Tomorrow, dear friends, I will be presenting my work with eye tracking and e-commerce at a jam-packed Hotel Rival in Stockholm. I have published a sneak-preview for you of my presentation at the Nordic E-commerce summit 2010. Hopefully, it will help web shop owners to widen their perspectives, to move on from only looking at statistic tools, and start inviting their users to try out their applications.
Just using statistic tools and calculating a conversion rate will not get you very far in terms of improving your online business. Without getting to know how users from your target group react, and feel about your online propositions, the statistics will not be of any use.
By inviting your every-day users to take part in usability tests, you will get a strong indication of what problems there are, that prevents them from purchasing your products. If you choose to use eye tracking to support your tests, you will get clear cut instructions on how to improve the experience. Not only usability, but also more elusive factors, such as inproper use of colors and other graphic design issues.
Here is my presentation. Enjoy!
/ Mårten