Placement of Call to Action Buttons for Higher Website Conversion and Acquisition: An Eye Tracking Study

摘要

Online shopping abandonment is often a sign that consumers failed to achieve their objectives,which often leads to frustration and reduced brand engagement. Several visual scan path patternsare presented to represent different user activities. For landing pages, it is proposed that theGutenberg pattern is the most effective at supporting customer shopping needs. A series of testsusing eye tracking and qualitative page evaluation confirmed this hypothesis. Across over ahundred web sites from a variety of sectors and industries, landing pages that support the use ofthe Gutenberg pattern consistently showed simpler user scan paths and more user fixations andclicks-through on the Add to Cart button.