It is essential for Amazon sellers to know what makes their customers tick. To provide more information about exactly this, Julia Rohr from Valuezon gave the session Amazon through the eyes of the consumer at the last Seller Barcamp. Learn more about the gaze progression of Amazon customers and what role different factors play in influencing behavior.
We briefly introduce the key learnings or watch the full video recording below.
Study: eye tracking as an important indicator of where consumers’ attention is when shopping on Amazon
This study is particularly relevant and interesting because it is difficult, especially on Amazon, to address customers multisensory and thus arouse as much interest as possible. Sellers only have a limited range of options and these should be used effectively.
Implementation of the study
The subjects’ task was to choose a water bottle on the Amazon website. In addition, the same was done again using a Bluetooth speaker to contrast a low-involvement product (water bottle) with a more high-involvement product. The respective search results of the products are structured differently, which influences the search and viewing behavior.
Results
- In the heat map view for the water bottles, it became apparent that when the Amazon website was in tile view , products that were further down received more attention than those that were more down in list view.
- Areas that offered information to the consumer, such as color variations or logos, were looked at more closely. What was interesting here was that logos from unknown manufacturers attracted just as much attention as those from familiar ones.
- Additionally, it is helpful to make all product elements recognizable with on the main image of the product, as this also generates attention.
- In addition, consumers were more likely to stick with a product if emotional triggers, such as splashing water, were used. However, this factor had no influence on the subsequent purchase decision.
- The title of the respective products showed that they were considered, but rather less intensively. Consumers read every title, but don’t focus on it. For this reason, relevant keywords should always be in the product title.
- With regard to previous knowledge, especially related to the F-shaped distribution, it was found that such a pattern can also be found on Amazon. In addition, more attention was also paid to the products in the range of the bestseller.
- Another interesting finding was that the ability to personalize the product had a positive effect on consumer interest. Stand on the product your name was considered this more intensively.
- Paid placements at the top of search results pages, on the other hand, did not get as much attention as non-public paid placements at the top of listings.
- Another important factor to consider are the reviews. The consumer looks at and reads these every time.
- Most recently, delivery promises such as Prime shipping also played a role. If a retailer offers this, the customer is more likely to linger on the product.
Summary
The main fixation was always on the product images. Julia again emphasized how relevant product images thus are. Amazon sellers should therefore put a lot of time into optimizing these. The second highest proportion of fixation time was for the title of products. Merchants should therefore always remember to include all relevant keywords. In addition, reviews are an important factor for consumers. It is advisable for sellers to always work on their customer service and to include suggestions for improvement from their customers when optimizing their products. To really reach all potential customers, retailers should always use all content fields that are available.
Here you can watch the complete presentation again on our YouTube channel:
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