Selfridges – Our Eye Tracking Review
With Father’s Day approaching users were asked to shop for a gift for a man on the Selfridges’ website.
From the homepage users hesitated to get started because the page was filled with one large graphic that advertised the sale. Users were forced to interact with the primary navigation drop down menus. Some users found this quite difficult, because when accessing the ‘Menswear’ drop down menu the ‘Categories’ section started with three unexpected titles ‘SALE’, ‘NEW IN’ and ‘ONLY AT SELFRIDGES’ which were displayed in upper case. This made the category list very hard to scan and choose an area to start browsing from.
When accessing a category, eg ‘Shirts’ from ‘Menswear’, users were shown a page that had a low number of products as its default. We observed that users were looking around the page to access more products. It was not always obvious that the user could change the number of items displayed from the ‘View by’ section in the top right hand corner of the screen. This display was quite different to other clothing retail websites that users were familiar with, and some users were looking for links to subsequent pages from the bottom right hand corner of the page. Users had choices on the right hand side of the page to narrow down the products displayed.
Users had already selected a category eg ‘Shirt’. The title ‘Category’ title was repeated on the right hand side, but expanded underneath it was types of shirt, eg ‘Check’, ‘Plain’, etc. This small inconsistency did not help with the browsing confidence of the user. The top filter was expanded but the others were not so users often missed these filters and did not understand how to interact with the titles.
SimpleUsability have been providing expert eye tracking advice for the readers of Internet Retailing Magazine since 2009.