The past few days we did some analysis. Therefore, we performed the eye tracking test and two other tests: the visual search and a ‘change blindness’ test. Not all objects were analyzed from our website. We choose two 3-points, two 2-points and two 1-points objects. In the previous post we ranked the importance of objects in our website. The objects that are chosen are shown in the image below and are enclosed in pink.
The Visual Search
In the visual search the observer will get to see some objects of the website, like the logo or a object like the shopping cart. This image is shown without its’ context. After they click the space button, the observer has to select the place where this object is displayed in the website.
Change blindness test
In the change blindness test, the observer is shown different flashing images. In these flashing images, an object is deleted from the image. The observer has to see which object is deleted from the image.
(Time needed to complete tasks in seconds)
The outcomes of the visual search test are useful for indicating whether the buttons are on the expected location. The buttons we ranked most important are the language button and the cart button. The language buttons for are found quickly and are probably on a spot that is easy to find. However, the cart button took twice as much time to find. People would probably expect the button to be more on top of the page.
The discount page took even more time. This is the least important button and therefore it is a relative good position for this button.
The change blindness test measures whether these elements are visible amongst other elements. This test was relatively harder than the visual search test, therefore the differentiation in the results was more .
According to the results of the both tests, following conclusions can be made;
Shopping Cart: The shopping cart element is considered to be one of the important elements at the beginning of the study. However both tests stated that this element is neither visible enough nor at the expected location.
Language Selection: Language selection was one of the important elements the visual search study indicated that this element is located at the expected location. On the contrary, it took a long time for the participants to point out this element in the change blindness test. Therefore, it is not visible enough.
Search Bar: Search bar was considered to have mediocre importance. According to the VST it can be inferred that this element is somewhat close to the location where it is expected to be. However according to the CBT, it is not visually attracting enough.
Product Slider: Product slider was also an element with mediocre importance. VST showed that it is relatively at the expected spot and CBT showed that it is easy to see. Because it was the biggest element at middle these results were obvious.
Customer Service: Customer service was one of the elements that has lesser importance. According to both tests this element was so easy to see and locate. However because this element is less important than the others it should attract more attention that other elements.
Discount Advertisement: Similar to the previous element, this was also less important compared to to others. VST showed that this element was not at the location where the participants expected it to be. The reason for that might be that this kind of information does not have a common location. CBT stated that it was not highly visible which can be an expected quality.