B&Q diy.com – Our Eye Tracking Review

March 2, 2011 12:31 pm

B&Q diy.com – Our Eye Tracking Review

Our team conducted an eye tracking review of DIY.com for the March edition of Internet Retailing Magazine. The full article can be read here: B&Q Website Eye Tracking Article.

Participants were taken to the B&Q home page and asked to find products that they could buy from B&Q that would reduce heating bills. Most users scanned over the various menus at the top of the page and then hovered over the black buttons and worked their way through the mega-dropdowns. Users were initially frustrated with the complexity of the menus and the way they changed if their mouse clipped a corner when going to click.Participants were unable to predict where a product would be within the menus as the structure seemed random to them.

Where would you expect to find ‘loft insulation’? Later on, some users were further annoyed with the huge mega-dropdown obscuring page content, if they moved their mouse to the top.

Once in the ‘loft insulation’ section,users expected some supporting guides, not just a list of products. The only contextual link offered was for the fast delivery. Users liked the crisp product photography and used it as a primary cue for navigating products in category pages.On product detail pages, some users initially assumed that the white space underneath the product code meant that there was no further product information available. Most participants realised that they needed to scroll down the page for further details and customer reviews.

Eyes bounced off the horizontal lines on the product page below the photographs. If users had clicked on a recommended product, they had to rely on the back button to explore a category further due to the bread crumb disappearing.

When navigating content sections, users were forced to consistently scroll at standard resolutions to reveal content below the banners. This design flaw meant that the top part of the left hand navigation was ignored as it was off-screen. Overall users were quite happy to work with the issues outlined above but struggled with the complicated ‘shopping list’ (basket) functionality.

SimpleUsability have been providing expert eye tracking advice for the readers of  Internet Retailing Magazine since 2009.