Eye Tracking Testing for Real Estate Developer
Task
Conduct in-depth interviews and eye tracking testing to identify what prevents users from purchasing real estate on the websites of one of the leading developers in Eastern Europe.
Audit and Testing Goals
We set the task to answer the following questions:
Visual Perception
- Are the interactive elements intuitive?
- Are colours and shapes easy to understand?
- Are contrast and emphasis used correctly?
- Is the presentation of graphics and text consistent?
- Are the information and objects on the screen balanced?
Controls and Navigation
- How quickly can the user reach their destination?
- Is the website structure intuitive for the user?
Information Blocks
- Does the website information motivate users to make an request?
- Is the posted information sufficient for the user?
Conclusions and Insights
Complex Navigation
Navigation is confusing for most users, with breadcrumb nesting often not displayed.
Element Confusion
Users attempt to interact with non-clickable elements.
Complex Menu Structure
Users spend too long searching for information due to the ambiguity of nested sections.
Deceived Expectations
Some user requests remain unanswered, prompting them to use chat or call the company.
According to the results of in-depth interviews, 100% of respondents indicated that the following points are important for them when choosing a real estate:
Inconvenient Menu
80% of respondents found the vertical menu challenging to navigate, so they ended up looking for information in the blocks on the Home page or in the footer.
Layout Size Issues
Users struggled with the small layout size and lack of zoom in the apartment selection section.
90% of respondents requested more infrastructure details such as elevator shafts, corridors, emergency exits, and neighbouring apartments.
Complicated Filter Mechanics
All respondents had difficulty using the filters to select apartments, spending about three minutes figuring out how they worked.
The «Rare formats» parameters were not obvious, and 70% of respondents noted that they didn’t look clickable.
Lack of Important Content
Respondents missed information and visualisations for non-standard apartment layouts. For example, the average time to find an apartment with a fireplace was one minute and 22 seconds. 40% of respondents struggled with this scenario, as it was not clear that this parameter could be set in the «Search by parameters» section.
Hover Area Concerns
Due to the small hover area of some sections, users were unsure where to click. This delay negatively affected their satisfaction with the website.
