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MarketWatch Using Eyetools for Shopping Cart Optimization


January 26, 2005 -- In an effort to improve the shopping experience for its visitors, MarketWatch is using Eyetools data to analyze consumer behavior within their Web site shopping cart. By testing the design of their current shopping cart, MarketWatch has been able to target specific elements in the purchase process and discover opportunities to enhance their visitors’ overall experience.

MarketWatch invited actual site users to use the site and purchase products as their eye-movements were tracked. Study participants’ comments were analyzed relative to what they had read and purchased, in order to quantify trends in what decisions they made.

“Using Eyetools technology along with their standard usability testing has given us very valuable data,” said Dan Silmore, Vice President of Marketing for MarketWatch. “We were able to separate the importance of design from that of text copy. And, correlating visitor’s opinions and decisions with what they actually looked at during their experience was immensely valuable.”

“MarketWatch pinpointed exact ways to enhance their shopping cart performance,” said Greg Edwards, Chief Technology Officer for Eyetools. “This kind of testing goes beyond improving the visitor’s site experience. Our clients can achieve dramatic increases in conversion by removing the hidden obstacles to sales, and matching key content to the way that people are really experiencing the page.”

Eyetools testing is unique because it can be conducted before, during and after the launch of a web page or campaign, and the entire test cycle can be completed in days, not weeks or months like other types of testing.

Eyetools removes the guesswork from optimizing websites, emails, landing pages and shopping carts. Armed with objective data, companies can instantly see what is working and what isn’t and quickly make improvements.

For additional information, contact Eyetools at 916-792-4538

About MarketWatch, Inc.
MarketWatch, Inc. is a wholly-owned subsidiary of Dow Jones & Company, Inc. and is a leading provider of business news, financial information and analytical tools. The Company operates two award-winning Web sites, and, as well as the stock market simulation site, The Company produces the syndicated MarketWatch Weekend television program and provides radio updates every 30 minutes on the Radio Network. MarketWatch also offers subscription products for individual investors, including the Hulbert Financial Digest suite of products, Retirement Weekly and ETF Trader. The Company’s MarketWatch Information Services group is a leading licensor of market news, data, investment analysis tools and other online applications to financial services firms, media companies, wireless carriers and Internet service providers.

About Eyetools, Inc.
Eyetools, Inc. lets you see your website through your customers’ eyes -- literally. Eyetools data quantifies how people visually process websites, email campaigns, advertisements and landing pages. Eyetools provides you with actionable information that will dramatically increase conversion and usability based on what people actually read and ignore in your marketing.

All you need to get started is a URL and the demographics of your target audience.

Eyetools is an eyetracking automation pioneer, and actively promotes research in the field. The company co-authored the groundbreaking Eyetrack III Study with the Poynter Institute, forever changing the way we understand how people read online news sites.


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