Archive for July 2011
Our team conducted an eye tracking review of the Mr Porter website for the July edition of Internet Retailing Magazine. The full article can be read here: Mr Porter Website Eye Tracking Article.
We invited users to participate in sessions to explore the Mr Porter website. Users were either asked to purchase a replacement item of clothing or to buy a gift for someone. By using eye tracking, we were able to observe users’ natural behaviour as they interacted with the website.
Upon entering the website, users were drawn to the large promotion image that took up three quarters of the screen. However, due to the home page offering editorials over products, the users immediately resorted to using the main navigation to either select the department they were after, or the ‘What’s new’ if they were just browsing.
Users responded favourably to the layout of the products when browsing. After accessing a department landing page, they were drawn to the large images and were content to scroll down a long list of results.
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