Exploring attention on a retailer’s homepage: an eye-tracking & qualitative research study

Rosy Boardman, Helen McCormick and Claudia E. Henninger

Behaviour and Information Technology, 2023, vol. 42, issue 8, 1064-1080

Abstract: This article explores why some areas of a retailer’s homepage receive more attention than others. An eye-tracking study followed by retrospective think-aloud protocols and qualitative semi-structured interviews were conducted with a purposive sample of 52 females (aged 20–70).Findings revealed the visual hierarchy of a retail homepage: 1. Rotating Banner, 2. Main Menu Bar, 3. Left drop-down menu, 4. Static images below banner, 5. Search bar. Qualitative data revealed that some features attracted attention due to them being useful, serving a functional purpose (menu bars, search bar), or due to them being interesting (static banner images) but others did so inadvertently because they were distracting and irritating (rotating banner). This shows that attention can be due to both positive and negative factors.This article contributes to knowledge by providing a rich interpretation of eye-tracking data and attention on a retail homepage, showing the interplay between top-down and bottom-up attention on a user’s shopping journey. This is valuable for future academic research as well as practitioners. This study also highlights the importance of using live websites for research to increase ecological validity.

Date: 2023
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DOI: 10.1080/0144929X.2022.2059396

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