Eye tracking your purchase on Amazon.com
Eye tracking is very useful on e-commerce sites to understand how people use your site and how you can optimize it to streamline the purchasing process. In this example, we’re showing someone purchasing products on Amazon.com.
You can see how the user jumps from the search bar to the results, reads the results and then goes forward. The stars showing the overall review for the product stand out, as does the price.
It’s interesting to see how the user moves down the page, jumping from headline to headline and diving into specific content where it’s most interesting. The red dots show you fixations – how long the subject looks at a specific point – while the lines between the dots represent eye movement.
The user doesn’t pay much attention to the actual product review, and at the end scrolls back to the top and focuses on the price.
Testimonials
"We've been using the Mirametrix Eye Tracker for over a year in a variety of ways, ranging from classroom projects to 3D stereo research. It's performed well and met our needs. The easy API makes custom application development on Windows, Mac and Linux fast and painless." - Andrew Duchowski, Professor, School of Computing, Clemson University
"Your eye tracker has been invaluable to my research. In addition to bringing the technology within reach of my limited budget, it was incredibly easy to set up. I was recording within an hour of unwrapping the package and installing the software." - Jodie Jenkinson, Assistant Professor, University of Toronto
