Abstract
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 patterns are presented to represent different user activities. For landing pages, it is proposed that the Gutenberg pattern is the most effective at supporting customer shopping needs. A series of tests using eye tracking and qualitative page evaluation confirmed this hypothesis. Across over a hundred web sites from a variety of sectors and industries, landing pages that support the use of the Gutenberg pattern consistently showed simpler user scan paths and more user fixations and clicks-through on the Add to Cart button.
Get full access to this article
View all access options for this article.