Online Store Layout Optimization Using Eye-Tracking Analysis

Abstract

The exponential growth of electronic commerce has intensified competition among online retailers, making optimal website layout design a critical determinant of consumer behavior. This study investigates how eye-tracking analysis can be used as a scientific tool for optimizing online store layouts to improve consumer engagement, usability, and purchase decisions. Using experimental eye-tracking data collected from 120 participants across three distinct e-commerce layout models (grid-based, visual hierarchy-based, and AI-personalized layouts), this research explores fixation patterns, heat maps, gaze duration, and scan paths. The findings reveal that visual hierarchy-based layouts significantly outperform traditional grid designs, while AI-personalized layouts yield the highest engagement and conversion intent. The study bridges the gap between neuromarketing techniques and practical e-commerce design strategies. The results offer actionable insights for UI/UX designers, digital marketers, and online retail strategists seeking to enhance conversion performance while maintaining ethical user experience standards..