FINANCE - Studying competitors’ web presence
"What are the strong and weak points of our websiteo? How attractive is the competition's web presencer? Analyses conducted with eye tracker give clear reponses and show where and how to intervene."

Sector: Finance
Project: Studying competitors' web presence
Solution: Analysis of web navigators' behaviour by means of eye tracker


There are many companies supplying financing to cover expenses such as education, holidays, travel, etc. Today, people turn more and more to consumer credit, and competition between companies who deal in this is very fierce. It is therefore necessary to improve both what they offer and the way to convey it. The acquisition of new customers is not based only on annual nominal rate (TAN) and annual percentage rate (TAEG) coefficients, but also on values such as the operator's good reputation, the clarity of the information and the appeal of the advertising. This is even more true on the Web, where simplicity and speed of access to the information the user is searching for play a fundamental role. An analysis of competitors' websites is not subjective and cannot be based on personal impressions during navigation. Objective, measurable evaluations need to be obtained, rather than opinions as to how functional and pleasant the website is.


Eye tracker provides high quality monitoring of eye movements and allows one to see with the user's eyes without interfering in any way with the subject taking the test. The subject can navigate a website or an application in complete freedom as if he or she were using any old PC. The eye tracking system is able to measure the saccades, or the eye movements in which we do not perceive new information since visual acuity is reduced, and fixations - the pauses made by the eye on individual elements. Which areas have attracted the eye more? And what information has the navigator acquired?


The solution in this scenario is to carry out a quantitative analysis of a significant sample of websites. In this case, the sample must be taken by using subjects who are well disposed to consumer credit and comprising the right mix in terms of sex, profession and age compared with the operator's desired target. The ideal sample is 30 people, who are made to interact with various websites, simulating significant transactions that reflect reality:

  • supposing that you have purchased a car, and you want to ask for a loan of around 5,000 Euros to be repaid in 18 months, with monthly rate calculated
  • supposing that you are going to stipulate a contract with the website company; you want to have a telephone contact to finalize the agreement and you are therefore looking for the telephone number that you consider most suitable.

The study analysed both the fixations, to check the areas of attention and therefore the impact of the various elements on the pages, and the user's path and interactions (gaze replay) to the complete the assigned task and to evaluate the degree of usability of the website.


Our client obtained the following benefits:

  • detailed description of the critical points found and identification of a set of actions to improve navigability of the website and use of the information
  • improvement in the "contacts" section. The analysis revealed that many users do not manage to retrieve a telephone contact for the credit institution, giving rise to the possibility of losing business opportunities
  • analysis of the competition showed the optimum navigation criteria, and the new website structure was defined with this, for simpler and more intuitive navigation
  • the analysis also identified areas of excellence, such as, for example, the use of images and "spokespeople". These were found to be more attractive compared with the competition, confirming the outcome of the qualitative analysis that was conducted in parallel with the quantitative eye tracker analysis.