How Eye‑Tracking Reveals Hidden Barriers in E‑Commerce Page Design

01 Page Optimization Exploration

In a competitive market, users not only demand better products but also a satisfying presentation; the way information is displayed influences perception, satisfaction, and purchase decisions. Order conversion rate is a key metric for the "to‑home" service, prompting a redesign of the 58 to‑home page.

02 Advantages of Eye‑Tracking

Eye‑tracking offers simple equipment and intuitive data, uncovering unconscious user behavior. By applying eye‑tracking, the study captures users' focus and gaze paths across different categories to support research findings and propose optimization suggestions.

03 What Is Eye‑Tracking

Eye‑tracking determines where a person looks using an eye‑tracker that records gaze data, which is then analyzed to derive metrics and trajectories, revealing user psychology and behavior.

Research Type

Qualitative insight

Quantitative testing

Research Process

Preparation: define research questions, use Tobii Pro Glasses 2, design task scenarios, define click actions and exit criteria, and set stimulus presentation.

Participant selection: choose users based on product categories, demographic balance, prior experience with the service, and eye‑tracking suitability.

Results

① Eye‑Tracking Trajectory Map

The trajectory map shows complex gaze paths and many saccades on the homepage, indicating difficulty locating the target business entry.

② Heatmap

The heatmap visualizes attention distribution; high attention does not always mean interest, sometimes reflecting confusion.

③ Gaze Video

Gaze videos reveal dynamic behaviors such as users mistakenly clicking wrong entries, which are hard to detect in static charts.

Conclusion

Qualitative eye‑tracking analysis explores how users view interfaces, while quantitative analysis compares designs with stricter methodology. Future product‑level research should leverage eye‑tracking to contribute to refined design decisions.