The previous analysis of an e-commerce shopping site’s product detail page using Attention Insight was well-received by readers. So, this time, I would like to try analyzing the product detail page of Amazon’s competitors where measurement tags cannot be installed!

We compared the product detail pages (first view only) of two children’s shoe brands, IFME and Shunsoku, which have similar price ranges and are often compared when selecting shoes for children.

1. Attention Heatmap & Percentage of Attention

Unlike the corresponding page on Rakuten Market, Amazon’s product detail page cannot change the page template significantly. Therefore, it would be good to analyze how visual attention is distributed in four parts that are considered to be important variable parts:
①Product image part (main, sub)
②Basic product information-1 (product title, review score, number of reviews)
③Basic product information-2 (product price, other information)
④Basic product information-3 (size, color, other product information).

We will actually compare and analyze IFME and Shunsoku in the above four parts.
①Product image part (main, sub)
The percentage of visual attention to the main image is IFME: 8.2% and Shunsoku: 29.2%.
In other words, the main image of Shunsoku is predicted to attract about 3.6 times more visual attention from screen display within 3-5 seconds compared to IFME. This is because Shunsoku’s shoes are brighter fluorescent colors. For example, if Shunsoku had the intention of “First, let’s look at the image of the shoes,” it can be considered successful compared to the competition of IFME.

②Basic product information-1 (product title, review score, number of reviews)
In this example, Shunsoku surpasses IFME in both review score and number of reviews. However, it is noteworthy that visual attention is concentrated in this part, possibly due to the influence of the star mark of the review score and the red color of the price. Therefore, it can be confirmed that the measure of Shunsoku “putting the shoe size in the product title (→ allowing users to confirm the size at a glance and save the confirmation time)” is effective in terms of visual attention.

③Basic product information-2 (product price, other information)
It is surprising that this part, not the main image, is attracting the most visual attention! Comparing both companies, Shunsoku has two benefits: “free shipping” and “prime try before you buy,” which is a significant plus point in attracting visual attention.

④Basic product information-3 (size, color, other product information)
IFME shows other color images as there is less information in part ③. On the other hand, Shunsoku seems to give a sense of security that they can try on the shoes before purchasing, as the “prime try before you buy” can be seen here as well.

[IFME]

[Shunsoku]

2. Focus Map

Finally, let’s visually confirm the previous analysis results from the perspective of “blind spots.”

[IFME]

[Shunsoku]

When you look at the above analysis results, many people may not have even dreamed that they could analyze product details in this way before (because such techniques did not exist…). We would be very happy if you could use Attention Insight to conduct a self-competitor analysis of Amazon’s product detail pages and improve your conversion rate.

Masaki “Mark” Iino
Founder & CEO
SOPHOLA, Inc