Introduction:
While browsing an e-commerce more and more often we have a tendency to add to cart several items, just to see if at the checkout we might come across additional shipping charges or further factors that could prevent us from completing a purchase.
Another interesting habit we observed about users behavior is that they usually open more than one tab where the same items are added to the cart to have benchmark comparisons.
The purchase often happens in the last open tabs (under equal conditions, e.g. shipping costs, price, etc.) and the others are forgotten in the chaos of the open tabs.
In this regard, is it possible to draw the attention of the users to the tab of a specific e-commerce even if it stands in the middle of the tabs which a potential customer is browsing? Presumably so, let's see how we'll figure out.
Analysis Overview:
With this recipe we are going to create an event category "Device" where you have the split between desktop and laptop. If needed, you can also set the value as a Session-level Custom Dimension, so that you can compare different users behaviours depending on the device.
In this regard, is it possible to draw the attention of the users to the tab of a specific e-commerce even if it stands in the middle of the tabs which a potential customer is browsing? Presumably so, let's see how we'll figure out.
Analysis Benefits:
By testing we performed, with a number of open tabs exceeding 5, the users try to figure out the tabs of interest looking at Favicon and Title, in this specific order.
We thus could try to "hack" the Favicon in order to attract the gaze and as a consequence the attention of the user towards our tab? Or in other terms, how can we definitely stand out form the others?
The answer is absolutely yes, as long as we include in the Favicon not only an eye-catching but also useful element.
Talking about E-commerce we could add inside the miniature of our logo the number of items added to cart. Thereby, among all the different tabs opened in the browser, ours would stand out as against all the others and it will be more useful too!
DAA members, go here to view full recipe.
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Enrico Pavan
President, Analytics and CRO Director
Analytics Boosters
Treviso - Italy
+393283898383
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