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mouse tracking. (Photo: Melissa Marques / flickr.com, CC-BY)
Usability: frustration leads to purchase termination in the online shop
for online shop operators, it is extremely important to know how well their platform for digital is shopping experience of its visitors useful. To date is set at appropriate usability tests on the so-called eye tracking, so understood, where users look during the site-visit. Now could the tracking mouse movement further analysis possible help in optimizing your own website.
An international research team led by the BWL professor Martin Thomas Hibbeln of the University of Duisburg-Essen has a program developed that reads the state of mind of an Internet user using the mouse movements. The mouse is the barometer. According to the researchers move left mouse users move the cursor in straight or slightly curved corners. Those opposed applied or frustrated, the mouse leads angular and abruptly, but slowly instead of quickly.
Purpose sees Hibbeln particularly in the field of online shopping. Finally, customers who are upset about the site navigation or because they do not find the product, leave the site quickly. “For the shop owner, it would be helpful, automated to realize at what point that happens,” said the economics professor, who looks at the so-called mouse tracking as an effective means of improving websites
mouse tracking.: Gläserner online shop visitor
However, the tracking mouse movements of the user also carries potential risks. So could insurance companies about using involuntary movements of the user when typing in an online form tell if the user responds truthfully to a question. The mouse tracking makes the user in the worst case, even glass. An explicit consent as a prerequisite for the use of the mouse tracking could there be helpful, says Hibbeln. For usability testing software but in any case an enrichment.
The research results are soon under the title “Negative inferring emotion from Mouse Cursor Movements” will be published in the scientific journal MIS Quarterly.
via www.golem.de
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