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Eye Tracking in User Experience Design by Andrew Schall, Jennifer Romano Bergstrom

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8

E-commerce Websites

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

Abstract

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.

Keywords

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

Introduction

An e-commerce ...

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