Client:
Virgin
Objective:
Optimise homepage design
Method:
Qualitative Interviews with eye tracking.
Service:
THiNK Web User Centred Design
Location:
Reading, UK
Methodology:
Old homepage tested against competitors and internally developed prototypes
Implicit measures:
Eye tracking
Explicit measures:
Questionnaire
Findings:
Eye tracking identified key issues. There was a build up of gaze activity but focused on text activity, NOT pictures. Relatively clearly segmented. Central graphical promos largely ignored.
Result:
New Design increased conversion by 90%