Mr Porter – Our Eye Tracking Review

July 4, 2011 11:55 am

Mr Porter – Our Eye Tracking Review

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.

When a user hovered over an item, the image would change to an alternate view. Users concentrated on scrolling down the long page so users rarely left their cursor over an item, so the only time the alternate view appeared was after the user had clicked on the item. By that time they were looking elsewhere as the new page loaded.

When browsing, users mostly ignored the filter on the left side of the page, instead focusing their gaze heavily on the images of products. The filter section blends into the background of the page somewhat,and when it is used, the selected text is ‘highlighted’ to be almost the same colour as the background of the filter, proving difficult to read.

After landing on individual item pages, users would concentrate their gaze on the large image of the product and then look down and across to choose the size, colour and add it to the basket. By following this ‘L’ shape gaze pattern, users missed out not only on product information and the ‘Editor’s tips’, but also the price.

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