Comparison of E-commerce Websites | Experience Gifting Companies

Four operators that have similar categories were selected for a study: Gera dovana, Laisvalaikio dovanos, Puiki dovana, and Beta dovana. Gera dovana is the leading operator in the Lithuanian experience gifting industry, therefore the company was selected as the main brand for the research.

STEP #1 CHALLENGE:

The main goal is to understand what Gera Dovana’s website is missing compared with competing brands and what improvements could be done.

The following are insights from the first glance:

Firstly, there is no clear CTA button in Gera dovana while comparing with other experience gifting companies.

Secondly, Gera dovana has a recognizable logo (orange elephant), yet it gets almost none of the attention.

Thirdly, last but not least, prices. This object is clearly indicated on Gera dovana website, yet, as it will be later clarified, attention is not paid to this unit in this particular website.

STEP #2 ATTENTION INSIGHTS:

The research focuses on selected category for “Gifts for women” in four different websites: Dovanos Moterims at Gera dovana, Dovanos Moterims at Laisvalaikio dovanos, Dovanos Jai at Puiki dovana, and Dovanos Moterims at Beta dovana.

The websites have been tested using the Attention Insight algorithm on the following objects:

CTA button

Product visuals

Prices

Logo
Main message
Description & Images

CTA buttons

All four websites have two types of CTA buttons:

Shopping cart at the top right corner of the page (Beta dovana has additional CTA buttons discussed below).
Live website chat icon at the bottom right corner (Puiki dovana website provides an option to send an email, no live chat possibility).

Gera dovana: 2% and 0% respectively
Laisvalaikio dovanos: 0% and 0%
Puiki dovana: 1% and N/A
Beta dovana: 0% and 0%

On Laisvalaikio dovanos and Beta dovana websites the shopping cart is in the same color as the background, i. e. there is no additional, different color figure to maximize its attention. On the contrary, on Gera dovana website, the cart is placed in an orange color box, in contrast with white color background. It is also a case on the Puiki dovana website: here it is in a red color box contrasting with the orange color background. We can assume, based on the results, that placing the cart in another color than the background makes it more visible to the eye.
It is important to recognize that one website (Beta dovana) out of three has a clear and noticeable CTA button at the gift banner that catches the eye instantly and makes an attempt towards the consumer to proceed with buying the gift coupon.

For example, at Gera dovana website consumers have to search for a CTA button or have to make an assumption that clicking on the banner will lead to the next step of purchasing the gift. Attention Insight tool has shown that there is 1 – 2% attention given to the CTA button “See offer”, as well as heatmap falls on three out of four of these CTA buttons shown in screenshot below. These visibility results look familiar with the first discussed CTA button – shopping cart: here additional and contrasting color box at the gift’s banner is clearly receiving attention and visibility on the website.
Live website chat icon appears in three websites of this research study: Gera dovana, Laisvalaikio dovanos, and Beta dovana. The Attention Insight tool shows 0% of attention delivered there in each of the websites as well as there is no heatmap around the icons. As all of the icons are placed at the bottom corner of the page, we can assume that catching the attention of the consumer's eye at that area is not efficient for such matters as live website chat.

Product Visuals

Gera dovana: 2 – 9%
Laisvalaikio dovanos: 5 – 13%
Puiki dovana: 1 – 9%
Beta dovana: 3 – 9%

Most noticeable product visual can be seen on Laisvalaikio dovanos website: 13% of attraction goes towards product visibility – a gift coupon for theatre lovers.
Simultaneously, Gera dovana, our main brand of this research, has lower attraction towards product visuals and receives 9% of attention for the coupon of massage.
We can notice that Puiki dovana has a warm-coloured heatmap on the picture of a gift showing a clear face of a person. That can be suggested as a good example for choosing visuals of products for other brands.
Gera dovana has a cooler-coloured heatmap on pictures showing faces; at this point quality and background of a picture, as well as clearness of a face could be taken into account for creating a stronger attention.

Prices

Gera dovana: 0%
Laisvalaikio dovanos: 0%
Puiki dovana: 0%
Beta dovana: 1-4%

On Puiki dovana website the price is put in a red box with a white color text and shows 0% of attention there. It would seem that this particular choice of colors would bring a high attention level, although the results show otherwise.
Laisvalaikio dovanos website uses white background with classical black color text and the Attention Insight tool shows 0% at all four price box columns.
Meanwhile, Gera dovana website has a white background box with orange color text for prices and it gets 0% of attention from users.

Logo

Gera dovana 1%
Laisvalaikio dovanos: 1%
Puiki dovana: 7%
Beta dovana: 8%

As mentioned earlier, Gera dovana has a recognizable logo (orange elephant), yet it gets almost none of the attention – only 1%. We can assume that most of the customer’s attention is paid to the category name and the description, which we analyzed before. It should be noted that this logo stands out the most out of the rest of the logos, wherein on the other websites, the logos are simply stylized gift symbols with the companies’ names.
On the Puiki dovana website, the logo scored 7% of the attention. Apparently, the contrast between the orange and red color on top of the page attracts more attention. The logo consists of a white figure and the website’s name Puiki dovana.
Meanwhile, Laisvalaikio dovanos’ logo is red and is displayed on the white background - considering this it should be noticed well. However, this contrast is not enough for getting enough attention: the logo here gets only 1%. We can make an assumption, that two-color-design lets a customer navigate straight to the main information and look at the experience gifts instead of rushing about all of the attributes of the page.
Beta dovana: its logo seems to be quite noticeable; it attracts 8% of the attention and the attention heatmap is respectively wide. The logo is in black color and displayed on a white background that creates a contrast and catches the eye. Moreover, it is relatively big and bold – which prompts the customer to pay attention to it.

Main Message

Gera dovana: 7%
Laisvalaikio dovanos: 7%
Puiki dovana: 3%
Beta dovana: 0%

On the Gera dovana website, the main message is “Gifts for Women” that got 7% of the attention. The text is almost in the middle of the page, written in a significantly bigger font with none of disturbing elements around it.
On Puiki dovana website the text box with the category name (“Gifts for Her”) is written in the white text box below, though objects surrounding it (the picture and the description) overshadow it and cause a low percentage of the attention received – it got only 3%.
Laisvalaikio dovanos has a wide bright picture with the category name and description written on it in white color. The category name (“Gifts for Her”) received 7%.
Beta dovana. This is the only analyzed e-commerce website, which has not got any clearly separated category name. Text “Gifts for women” is written in the same size as the other information and in the light grey color that fades in. That results in 0% of the attention for the category name.

Description & pictures

Gera dovana: 15% and 9% respectively
Laisvalaikio dovanos: 19% and 17%
Puiki dovana: 9% and 24%
Beta dovana: 0%

Gera dovana: the description is provided below, written in a smaller size, but in a colored text box together with a picture on the side. This attribute got 15% of the attention, followed by 9% for the picture. Altogether, these elements were the main ones on the website regarding the received attention.
Laisvalaikio dovanos: a description which is quite hard to read because of the lack of contrasting colors got the highest rate of the received attention – 17%, and the image got 19%.
Puiki Dovana: the image got 24% and the description - 9%.
On Beta dovana website the product (experience gifts) is the main object which attracts the customer's attention the most. There’s no description and a picture next to it.

Website Clarity / Complexity of the Website

Gera dovana: 34%
Laisvalaikio dovanos: 48%
Puiki dovana: 49%.
Beta dovana: 42%

According to Attention insight tool, all four websites' clarity score varies from 34% to 49% and that is not sufficient enough for a high productivity of a website.
Main brand of this research – Gera dovana got 34% of clarity score, lowest among its competitors.
Surprisingly, the brand Puiki dovana shows the highest clarity score – 49% that brings attention and could be analyzed more deeply for future reference, due to results of respondents who mentioned that Puiki dovana needs upgrading and less distracting ad pop-ups comparing to Gera dovana and Laisvalaikio dovanos websites.

STEP #3 RESULTS:

Attention Insight tool showed that on three of the analysed e-commerce websites (Gera dovana, Puiki dovana, Laisvalaikio dovanos) the most eye-catching attributes are the main message with the following illustration and/or description, while on the Beta dovana website, the received attention divides into the logo section and the products section of the page.
Attention Insight tool showed that the customer tends to pay more attention to the main message if it is accompanied by a picture or a description. Thus, we can affirm that Gera dovana already has quite a well-designed page, in terms of the main message which is “Gifts for women”. It is followed both with a short description and a picture.
As it was discussed, although the Gera dovana logo is recognizable and well-known in the market, the Attention Insight tool showed that it is not well seen on the website.
Comparing all of the analyzed e-commerce websites and their logos, we can assume that the contrast in colors and sizes makes the difference. The bigger and more contrasting the logo is, the more attention it gets.
Although the Gera dovana website has some CTAs (shopping cart and live chat buttons), they are not considered as effective CTA buttons as on Beta dovana.
The last analyzed item – the price seems to be almost unnoticed for the customer while visiting the Gera dovana website but has an impact while choosing the product to buy.
Gera dovana product visuals are clearly catching the eye and have influence on the decision-making process regarding the purchase of a gift.
Also, comparing three pictures on the given websites (Gera dovana, Laisvalaikio dovanos and Puiki dovana) we can notice that in all of the pictures people are shown, but the ones with the faces attract the customer’s eye more. Therefore, we can assume that more personalized illustrations are more interesting for the customer and encourage us to take a deeper look.
While comparing all of the pages, we can assume that the main message, followed by the description and/or a photo ensures, that the customer will be more likely to see it and become involved in the given message more. This could be achieved by combining large photos, or illustrations with clearly visible text.

Recommendations

The heading “Gifts for women”, which is the main message could be bigger in size and/or more contrasting with the rest of the page.
It would be a good idea to bring the logo more to the attention area, it should be placed somewhere more in the middle, be bigger in size or have higher contrast.
Taking the example of the analyzed website (Beta dovana), we can make an assumption that the CTA button below (or near) each of the products could be more beneficial and would catch customer’s eye and provoke them to click and review the offer or even proceed with buying the gift coupon. It should be contrasting with the other attributes in size, color, or be interactive, flashing, or changing color when hovering the mouse.
Price tags should be more contrasting in color or size to correlate within the design, as it is at Beta dovana website.
Colors should be contrasting; the text should be bigger in size or positioned somewhere more in the middle.

It is a part of the study which was implemented by the students at ISM University of Management and Economics: Grėtė Arbačiauskaitė, Ieva Kaveckaitė, Kristina Kukarevičiūtė, Kamilė Naraitė, Kipras Plaušinaitis, Dovydas Švalkūnas.

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