It is very important how different sellers design their online stores and how they decide to showcase their products, since there is a significant rising number of people shopping online. Consumers want to shop on fast and clear websites. We want to figure out the influence that photo layout and content have on the consumer's buying decision.
With this purpose in mind, we created 36 combinations for white, gray and black colour groups. We chose 30 different white, gray, black and red electronic devices which were then put in a grid of 5, 4 and 3 columns and a list in white, gray and black colour combination. Every colour group was tested with only one colour for the background of the items and with 3 different colours for the background of the website. We also asked the participants 12 questions that helped us more easily analyze everything we measured during the test.
We measured and analyzed the time to the first mouse click on the chosen item and also the number of errors and the questions. We found out that the search was done the quickest and with the least errors in the gray group and opposite in the black group. Participants searched the quickest in the grid that had 4 columns and also had the least amount of errors. Analyzed answers showed corresponding results.
|
