Determinants of choosing an online cosmetics store : an eye-tracking study on the impact of website aesthetics on purchase decisions

Abstract

PURPOSE: This study investigates key factors influencing consumer decisions when selecting online cosmetics stores, focusing on the impact of website aesthetics and user experience (UX). It examines how visual and functional website elements affect purchasing behavior through an eye-tracking study across three cosmetics websites, combining quantitative eyetracking data with qualitative user feedback.

DESIGN/METHODOLOGY/APPROACH: The research confirmed that visually appealing, intuitively designed websites significantly influence consumer purchasing decisions in the online cosmetics sector. Participants preferred sites with harmonious colors, clear layouts, and easy navigation. Light-colored designs with well-structured product displays were more engaging compared to darker, more elegant layouts that sometimes-hindered navigation. Metrics such as time spent on pages and fixation points indicated a strong link between ease of finding information and purchase intent. Websites featuring high-quality images and clear product comparisons were rated higher, emphasizing the importance of visual clarity in fostering consumer trust.

FINDINGS: Key recommendations for online cosmetics retailers include using light, aesthetically pleasing color schemes, clear navigation elements, and high-resolution product images. Intuitive features like personalized suggestions and simplified payment and delivery options should also be prioritized. Regular usability testing, including eye-tracking, can help businesses adapt their designs to evolving consumer preferences, improving conversion rates and customer satisfaction.

PRACTICAL IMPLICATIONS: This study contributes to e-commerce research by examining the intersection of website aesthetics and consumer behavior in the cosmetics industry. By using eye-tracking technology, it provides valuable insights into how design elements influence purchasing decisions, offering actionable guidance for businesses seeking to align their digital strategies with consumer expectations and enhance the overall user experience.