E-commerce Websites

Wilkey Wong, Mike Bartels and Nina Chrobot,    Tobii Technology, Falls Church, VA, USA


This chapter is an examination of how eye tracking can be used to measure the performance of transactional online experiences. It explains how eye-tracking metrics can inform our understanding of attentional distribution, element viewing, and perceptual flow. These elements, combined with other data collection and analysis techniques referenced in the chapter provide insights into the performance of e-commerce components such as cross-selling opportunities and product display pages.


cross-selling; e-commerce; online transactions; PDP; performance metrics; product display page; user experience metrics


An e-commerce ...

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