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Abstract
E-commerce websites are doing extremely well despite the global slowdown in the traditional brick-and-mortar retail industry. Web page design, search options, and graphical layout may greatly influence the customer base of any e-commerce website. This paper intends to identify the most influential elements of a graphical interface and their effect on consumers’ visual attention. Visual layouts having major influence on customers’ decisions during online shopping were investigated using eye-gaze tracking. Data from 76 respondents were collected to identify parts of the graphical interface attaining maximum user attention in terms of first fixation of eye-gaze and fixation count. Heat maps were used to visualize the results. The results revealed a clear impact of graphical interface on gaining user attention. Further, the experiment also revealed gender-specific visual preferences toward various parts of graphical user interface. The results may further be extended to evaluate product design, packaging design, promotional design, and graphical interfaces of websites.
Disclosure statement
No potential conflict of interest was reported by the author(s).
Additional information
Notes on contributors
Nandini Modi
Nandini Modi has an ME in Computer Science. She is a PhD Scholar at Chitkara University, India. Areas of interests include human–computer interaction, eye-gaze tracking, sentiment analysis, machine learning, and consumer neuroscience.
Jaiteg Singh
Jaiteg Singh has a PhD in Computer Science and Engineering and 17 years of experience in research, development, training, and academics at institutes of higher technical education. Areas of expertise are software engineering, business intelligence, offline navigation systems, and cloud computing.