Usability research of an online store using eye tracking : a comparison of product specification formats

Introducing new technological solutions, especially in the field of website design, can bring many benefits, including improving the usability of online stores and increasing the profits of the enterprise. With the development of technology and increasing competition, it is important for online stores to effectively present their offers and effectively convey product information. An online store should grow with the brand, respond to customer needs, and adapt to the audience. One of the tools that can help design more usable online stores is eye tracking - a method of studying users' eye movements while using the website. This article presents the results of empirical research aimed at comparing the format of product specifications on online store designs and choosing the best format in terms of usability.