Comparison of Ecommerce Websites I Sports Brands

Three well-known brands in the sportswear industry are selected for a study: Nike, Adidas and Puma. Since Nike is the market leader, it is selected as the main brand for the research.


The main goal is to understand what Nike page is missing compared with competing brands and what improvements could be done.


Based on Attention Insight results, it could be seen that Nike page is the most convenient for shopping compared to the competitors. Products are easily seen, the minimalist, smooth and clear design helps to notice more elements, such as promotional banner, category name and logo.

Elements which get the most attention

Comparing the heatmaps, we can see that Nike grabs the first attention on more important factors (products’ images, ads, categories, logo), while Puma and Adidas focus the attention on a category name.

Products visibility

  • Nike: 3 product positions on the first row attract 7-17 % of the attention.
  • Puma and Adidas: 4 products on the first row get 5 -12% and 5 -20% of attention.
  • In all three websites, regardless of whether 3 or 4 products are in a row, the middle placements get the most attention.

Prices visibility

Even though prices are important while choosing a product, they get 0-1% of the attention.

Logo visibility

  • On Nike and Adidas websites, logo gets 1% of attention, while on Puma - 0%.
  • This could identify the importance of colors and minimalism.

Menu visibility

  • Menu plays an important role while searching for a product.
  • Nike: it’s easy to find as it gets 7% of interest.
  • Puma: due to the small size and dark colors it gets 1%.
  • Adidas: due to the same reasons as well as other elements around it gets 0%.

Search bar visibility

  • On Nike and Adidas websites, a search bar gets 0% of attention, while on Puma - 1% (presumably because of a bigger size).
  • Due to lack of awareness of the search element, the user could get into scrolling through thousands of shoes and leave the website.

Category name visibility

  • Due to the big size and location, in all three websites, a category name gets comparingly lots of attention.
  • Nike “Men’s Trainers & Shoes” - 5%, Puma “Shoes” - 5%, Adidas “Men’s shoes” - 7%.
  • However, it is not a necessary attribute to convert into final sales and could distract the user from the elements that are really important.

Filters and categories visibility

  • Nike: the filters and categories are separated. A full categories menu on the left side, due to the precise categorization, grabs a lot of space and attention (7%). However, the filters on the right side are barely noticeable (0%). As filters are one of the most important factors, it is not made in a user-friendly way.
  • Both, Puma and Adidas use drop down menu for the subcategories. It saves space and user can see all the categories at once.

Promotional banner visibility

  • Nike: it grabs 9% of the attention. Due to its’ movement, it catches the attention even more.
  • On Puma and Adidas websites it is barely noticeable (0-1%).
  • Promotional banner could play a strong role and lead to a final conversion.

Shopping cart icon visibility

Since it is usually in the same place of every e-commerce website, there is no necessity to make it very big. This was used by all of the three websites - the shopping bag icon is small, barely noticeable.

Website clarity

Puma has one of the most complex user interface (clarity score - 43%), while Adidas (60%) and Nike (70%) have clean and easy to understand sites.


  • Having 4 products on the website in a row. It does not highly affect the attention and user can compare more products at once.
  • Increase attention for promotional banner.
  • Amplify the search bar. If the customers knows exactly what they are searching for, the search bar plays an important role.
  • Change the filters and categories system. Some ideas from the competitors could be be taken. For example, a drop down menu of the subcategories. Now potential customers need to scroll a lot to see all the categories.
  • Identify price size. Product price, is one of the most relevant features for the client. Now it does not grab the attention. It is advised to make an additional research to identify whether the size of the price is sufficient to affect sales and spontaneous purchase.

It is a part of the study which was implemented by the students at ISM University of Management and Economics: Aleksandra Makauskaitė, Julija Narkytė, Renata Muraškaitė, Dovilė Daukšaitė

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