E-commerce Website User Engagement Analysis: An Eye Tracking Viewpoint

E-Commerce is the current day lifeline for many. After the COVID-19 pandemic the popularity of the E-Commerce increased rapidly people are now more accustomed to it. It is very important to analyze the impact of a E-Commerce web page on the customer in order to understand the customer behaviour. Where the person looks on a E commerce web page means a lot. It is challenging to analyze visual events while tracking them. Additionally, interaction patterns in significant regions of an interactive platform can be found using eye tracking data. Attention modelling for applications has become a new area of study in computer vision. Without temporal information, existing models are unable to capture the dynamic aspects of the actual attention process in free-viewing applications.To solve this problem, a solution based on an application-based saccadic model to simulate human visual dynamics while viewing applications is proposed. Eye fixes and saccades can be used to interpret a person’s intention or goal in a certain circumstance. To track the user’s vision, we have used pupil saccade fixation mechanism in the proposed methodology. We collect the pupil imprints based on the view, analyze the data from view samples, and recommend the optimum location to display an advertisement in any e-commerce websites. The system proves to be a better option to traditional methods as it gives 94% accuracy.