Mobile App versus Website: A Comparative Eye-Tracking Case Study of Topshop
The UK is leading in online retail and mobile
adoption. However, there is a dearth of information relating to mobile
apparel retail, and developing an understanding about consumer
browsing and purchase behaviour in m-retail channel would provide
apparel marketers, mobile website and app developers with the
necessary understanding of consumers’ needs. Despite the rapid
growth of mobile retail businesses, no published study has examined
shopping behaviour on fashion mobile apps and websites. A mixed method approach helped to understand why fashion
consumers prefer websites on smartphones, when diverse mobile
apps are also available. The following research methods were
employed: survey, eye-tracking experiments, observation, and
interview with retrospective think aloud. The mobile gaze tracking
device by SensoMotoric Instruments was used to understand
frustrations in navigation and other issues facing consumers in
mobile channel. This method helped to validate and compliment
other traditional user-testing approaches in order to optimize user
experience and enhance the development of mobile retail channel.
The study involved eight participants - females aged 18 to 35 years
old, who are existing mobile shoppers. The participants used the
Topshop mobile app and website on a smart phone to complete a task
according to a specified scenario leading to a purchase. The
comparative study was based on: duration and time spent at different
stages of the shopping journey, number of steps involved and product
pages visited, search approaches used, layout and visual clues, as
well as consumer perceptions and expectations. The results from the data analysis show significant differences in
consumer behaviour when using a mobile app or website on a smart
phone. Moreover, two types of problems were identified, namely
technical issues and human errors. Having a mobile app does not
guarantee success in satisfying mobile fashion consumers. The
differences in the layout and visual clues seem to influence the
overall shopping experience on a smart phone. The layout of search
results on the website was different from the mobile app. Therefore,
participants, in most cases, behaved differently on different
platforms. The number of product pages visited on the mobile app
was triple the number visited on the website due to a limited visibility
of products in the search results. Although, the data on traffic trends
held by retailers to date, including retail sector breakdowns for visits
and views, data on device splits and duration, might seem a valuable
source of information, it cannot explain why consumers visit many
product pages, stay longer on the website or mobile app, or abandon
the basket. A comprehensive list of pros and cons was developed by
highlighting issues for website and mobile app, and recommendations
provided. The findings suggest that fashion retailers need to be aware of
actual consumers’ behaviour on the mobile channel and their expectations in order to offer a seamless shopping experience. Added
to which is the challenge of retaining existing and acquiring new
customers. There seem to be differences in the way fashion
consumers search and shop on mobile, which need to be explored in
further studies.
[1] Benn, Y., Webb, T. L., Chang, B. P. I. and Reidy, J. (2015) 'What information do consumers consider, and how do they look for it, when
shopping for groceries online?' Appetite, 89 pp. 265-273.
[2] Bojko, A. (2013) Eye tracking the user experience: a practical guide to
research. Brooklyn, New York: Rosenfeld Media.
[3] Canalys. (2013) 11% quarterly growth in downloads for leading app
stores.
[4] Cheng, S. (2011) The research framework of eye-tracking based mobile
device usability evaluation. 2011. ACM.
[5] Djamasbi, S., Siegel, M. and Tullis, T. (2010) 'Generation Y, web
design, and eye tracking.' International Journal of Human - Computer
Studies, 68(5) pp. 307-323.
[6] Djamasbi, S., Siegel, M., Tullis, T. and Dai, R. (2010) Efficiency, Trust,
and Visual Appeal: Usability Testing through Eye Tracking. 2010.
IEEE.
[7] Gidlöf, K., Holmberg, N., Sandberg, H., Social, S., Media and
Communication, S., Department of Communication and, M.,
Samhällsvetenskap, Institutionen för kommunikation och, m., Lunds, u.,
Medie- och, K. and Lund, U. (2012) 'The use of eye-tracking and
retrospective interviews to study teenagers’ exposure to online
advertising.' Visual Communication, 11(3) pp. 329-345.
[8] Guo, F., Cao, Y., Ding, Y., Liu, W. and Zhang, X. (2015) 'A Multimodal
Measurement Method of Users’ Emotional Experiences Shopping
Online.' Human Factors and Ergonomics in Manufacturing & Service
Industries, 25(5) pp. 585-598.
[9] Ho, H.-F. (2014) 'The effects of controlling visual attention to handbags
for women in online shops: Evidence from eye movements.' Computers
in Human Behavior, 30 pp. 146-152.
[10] Huang, Y.-f. and Kuo, F.-y. (2011) 'An eye-tracking investigation of
internet consumers' decision deliberateness.' Internet Research, 21(5) pp.
541-561.
[11] Huddleston, P., Behe, B. K., Minahan, S. and Fernandez, R. T. (2015)
'Seeking attention: an eye tracking study of in-store merchandise
displays.' International Journal of Retail & Distribution Management,
43(6) pp. 561-574.
[12] Johnson, A., Mulder, B., Sijbinga, A. and Hulsebos, L. (2012) 'Action as
a Window to Perception: Measuring Attention with Mouse Movements.'
Applied Cognitive Psychology, 26(5) pp. 802-809.
[13] Lindström, A., Berg, H., Nordfält, J., Roggeveen, A. L. and Grewal, D.
(2015) 'Does the presence of a mannequin head change shopping
behavior?' Journal of Business Research.
[14] Minahan, S. M., Huddleston, P., Behe, B. and Fernandez, R. T. (2013)
'Conducting field research in retail stores: A meandering path to a
successful research project.' The International Review of Retail,
Distribution and Consumer Research, 23(2) pp. 189-203.
[15] Mintel. (2015a) Womenswear - UK - May 2015. Lightspeed
GMI/Mintel. (Online) http://academic.mintel.com.ezproxy.mmu.ac.uk/
display/738276/
[16] Mintel. (2015b) Online Retailing - UK - July 2015 (Online).
[17] Topshop. (2015) Topshop's mobile optimized website. (Online)
(Accessed on 22/04/2015) http://m.topshop.com/h5/index.
[18] Tupikovskaja-Omovie, Z., Tyler, D., Dhanapala, S. and Hayes, S.
(2014a) Segmenting the UK Mobile Fashion Consumer. In Proceedings
of the 13th International Conference on Mobile Business 2014. Paper 2.
The London School of Economics and Political Science, London, UK. 4-
5 June 2014. AIS eLibrary: International Conference on Mobile
Business (ICMB 2014). http://aisel.aisnet.org/icmb2014/2.
[19] Tupikovskaja-Omovie, Z., Tyler, D., Dhanapala, S. and Hayes, S.
(2014b) 'The role of mobile technologies on seamless shopping
experience in apparel m-retail: A case study of Topshop.' In Making an
Impact With Research: Proceedings of 7th Annual Manchester
Metropolitan University Postgraduate Research Conference.
Manchester, UK.
[20] Verdict. (2012) UK Retail 2012 & Beyond.
[21] Wang, Q., Yang, S., Liu, M., Cao, Z. and Ma, Q. (2014) 'An eyetracking
study of website complexity from cognitive load perspective.'
Decision Support Systems, 62 pp. 1-10.
[22] Wook Chae, S. and Chang Lee, K. (2013) 'Exploring the effect of the
human brand on consumers' decision quality in online shopping: An
eye‐tracking approach.' Online Information Review, 37(1) pp. 83-100.
[1] Benn, Y., Webb, T. L., Chang, B. P. I. and Reidy, J. (2015) 'What information do consumers consider, and how do they look for it, when
shopping for groceries online?' Appetite, 89 pp. 265-273.
[2] Bojko, A. (2013) Eye tracking the user experience: a practical guide to
research. Brooklyn, New York: Rosenfeld Media.
[3] Canalys. (2013) 11% quarterly growth in downloads for leading app
stores.
[4] Cheng, S. (2011) The research framework of eye-tracking based mobile
device usability evaluation. 2011. ACM.
[5] Djamasbi, S., Siegel, M. and Tullis, T. (2010) 'Generation Y, web
design, and eye tracking.' International Journal of Human - Computer
Studies, 68(5) pp. 307-323.
[6] Djamasbi, S., Siegel, M., Tullis, T. and Dai, R. (2010) Efficiency, Trust,
and Visual Appeal: Usability Testing through Eye Tracking. 2010.
IEEE.
[7] Gidlöf, K., Holmberg, N., Sandberg, H., Social, S., Media and
Communication, S., Department of Communication and, M.,
Samhällsvetenskap, Institutionen för kommunikation och, m., Lunds, u.,
Medie- och, K. and Lund, U. (2012) 'The use of eye-tracking and
retrospective interviews to study teenagers’ exposure to online
advertising.' Visual Communication, 11(3) pp. 329-345.
[8] Guo, F., Cao, Y., Ding, Y., Liu, W. and Zhang, X. (2015) 'A Multimodal
Measurement Method of Users’ Emotional Experiences Shopping
Online.' Human Factors and Ergonomics in Manufacturing & Service
Industries, 25(5) pp. 585-598.
[9] Ho, H.-F. (2014) 'The effects of controlling visual attention to handbags
for women in online shops: Evidence from eye movements.' Computers
in Human Behavior, 30 pp. 146-152.
[10] Huang, Y.-f. and Kuo, F.-y. (2011) 'An eye-tracking investigation of
internet consumers' decision deliberateness.' Internet Research, 21(5) pp.
541-561.
[11] Huddleston, P., Behe, B. K., Minahan, S. and Fernandez, R. T. (2015)
'Seeking attention: an eye tracking study of in-store merchandise
displays.' International Journal of Retail & Distribution Management,
43(6) pp. 561-574.
[12] Johnson, A., Mulder, B., Sijbinga, A. and Hulsebos, L. (2012) 'Action as
a Window to Perception: Measuring Attention with Mouse Movements.'
Applied Cognitive Psychology, 26(5) pp. 802-809.
[13] Lindström, A., Berg, H., Nordfält, J., Roggeveen, A. L. and Grewal, D.
(2015) 'Does the presence of a mannequin head change shopping
behavior?' Journal of Business Research.
[14] Minahan, S. M., Huddleston, P., Behe, B. and Fernandez, R. T. (2013)
'Conducting field research in retail stores: A meandering path to a
successful research project.' The International Review of Retail,
Distribution and Consumer Research, 23(2) pp. 189-203.
[15] Mintel. (2015a) Womenswear - UK - May 2015. Lightspeed
GMI/Mintel. (Online) http://academic.mintel.com.ezproxy.mmu.ac.uk/
display/738276/
[16] Mintel. (2015b) Online Retailing - UK - July 2015 (Online).
[17] Topshop. (2015) Topshop's mobile optimized website. (Online)
(Accessed on 22/04/2015) http://m.topshop.com/h5/index.
[18] Tupikovskaja-Omovie, Z., Tyler, D., Dhanapala, S. and Hayes, S.
(2014a) Segmenting the UK Mobile Fashion Consumer. In Proceedings
of the 13th International Conference on Mobile Business 2014. Paper 2.
The London School of Economics and Political Science, London, UK. 4-
5 June 2014. AIS eLibrary: International Conference on Mobile
Business (ICMB 2014). http://aisel.aisnet.org/icmb2014/2.
[19] Tupikovskaja-Omovie, Z., Tyler, D., Dhanapala, S. and Hayes, S.
(2014b) 'The role of mobile technologies on seamless shopping
experience in apparel m-retail: A case study of Topshop.' In Making an
Impact With Research: Proceedings of 7th Annual Manchester
Metropolitan University Postgraduate Research Conference.
Manchester, UK.
[20] Verdict. (2012) UK Retail 2012 & Beyond.
[21] Wang, Q., Yang, S., Liu, M., Cao, Z. and Ma, Q. (2014) 'An eyetracking
study of website complexity from cognitive load perspective.'
Decision Support Systems, 62 pp. 1-10.
[22] Wook Chae, S. and Chang Lee, K. (2013) 'Exploring the effect of the
human brand on consumers' decision quality in online shopping: An
eye‐tracking approach.' Online Information Review, 37(1) pp. 83-100.
@article{"International Journal of Business, Human and Social Sciences:71242", author = "Zofija Tupikovskaja-Omovie and David Tyler and Sam Dhanapala and Steve Hayes", title = "Mobile App versus Website: A Comparative Eye-Tracking Case Study of Topshop", abstract = "The UK is leading in online retail and mobile
adoption. However, there is a dearth of information relating to mobile
apparel retail, and developing an understanding about consumer
browsing and purchase behaviour in m-retail channel would provide
apparel marketers, mobile website and app developers with the
necessary understanding of consumers’ needs. Despite the rapid
growth of mobile retail businesses, no published study has examined
shopping behaviour on fashion mobile apps and websites. A mixed method approach helped to understand why fashion
consumers prefer websites on smartphones, when diverse mobile
apps are also available. The following research methods were
employed: survey, eye-tracking experiments, observation, and
interview with retrospective think aloud. The mobile gaze tracking
device by SensoMotoric Instruments was used to understand
frustrations in navigation and other issues facing consumers in
mobile channel. This method helped to validate and compliment
other traditional user-testing approaches in order to optimize user
experience and enhance the development of mobile retail channel.
The study involved eight participants - females aged 18 to 35 years
old, who are existing mobile shoppers. The participants used the
Topshop mobile app and website on a smart phone to complete a task
according to a specified scenario leading to a purchase. The
comparative study was based on: duration and time spent at different
stages of the shopping journey, number of steps involved and product
pages visited, search approaches used, layout and visual clues, as
well as consumer perceptions and expectations. The results from the data analysis show significant differences in
consumer behaviour when using a mobile app or website on a smart
phone. Moreover, two types of problems were identified, namely
technical issues and human errors. Having a mobile app does not
guarantee success in satisfying mobile fashion consumers. The
differences in the layout and visual clues seem to influence the
overall shopping experience on a smart phone. The layout of search
results on the website was different from the mobile app. Therefore,
participants, in most cases, behaved differently on different
platforms. The number of product pages visited on the mobile app
was triple the number visited on the website due to a limited visibility
of products in the search results. Although, the data on traffic trends
held by retailers to date, including retail sector breakdowns for visits
and views, data on device splits and duration, might seem a valuable
source of information, it cannot explain why consumers visit many
product pages, stay longer on the website or mobile app, or abandon
the basket. A comprehensive list of pros and cons was developed by
highlighting issues for website and mobile app, and recommendations
provided. The findings suggest that fashion retailers need to be aware of
actual consumers’ behaviour on the mobile channel and their expectations in order to offer a seamless shopping experience. Added
to which is the challenge of retaining existing and acquiring new
customers. There seem to be differences in the way fashion
consumers search and shop on mobile, which need to be explored in
further studies.", keywords = "Consumer behaviour, eye-tracking technology,
fashion retail, mobile app, m-retail, smart phones, Topshop, user
experience, website.", volume = "9", number = "10", pages = "3506-8", }