Abstract

With increased mobile traffic to fashion retailers’ websites, conversion rates are lower than for desktop users. Mobile consumers more readily abandon retailers if not satisfied with their shopping experience. There is a dearth of literature involving Google Analytics to analyze digital consumer shopping behavior and customer journeys. Retailers need to innovate the ways they approach the vast amount of digital analytics data. This research highlights the need for continuous auditing of Google Analytics data to ensure retailers understand the behavior of their mobile consumers and respond to their needs accordingly. A multi-method research design incorporated mobile fashion consumer data from Google Analytics, innovative mobile eye tracking technology and retrospective think aloud. A comparison of consumer shopping journeys showed that a Digital User Journey Mapping Framework based on eye tracking data can be used to audit Google Analytics datasets and to understand what elements of the fashion retailer’s website consumers prefer to interact with. Retrospective think aloud interviews complementing eye tracking experiments define how digital user experience can be improved in fashion m-retail. The shopping journey map framework can be used for mobile fashion consumer behavior analysis, auditing Google Analytics datasets and enhancing digital user experience.

摘要

随着时尚零售商网站的移动流量增加，转化率低于桌面用户。如果对购物体验不满意，移动消费者更容易放弃零售商。很少有文献涉及 Google Analytics 来分析数字消费者购物行为和客户旅程。零售商需要创新处理大量数字分析数据的方式。这项研究强调了对 Google Analytics 数据进行持续审核的必要性，以确保零售商了解其移动消费者的行为并相应地响应他们的需求。一项多方法研究设计结合了来自谷歌分析的移动时尚消费者数据、创新的移动眼动追踪技术和回顾性思考。对消费者购物旅程的比较表明，基于眼动追踪数据的数字用户旅程映射框架可用于审核 Google Analytics 数据集，并了解时尚零售商网站中消费者喜欢与哪些元素进行交互。与眼动追踪实验相辅相成的回顾性思考访谈定义了如何在时尚移动零售中改善数字用户体验。购物旅程地图框架可用于移动时尚消费者行为分析、审计 Google Analytics 数据集和增强数字用户体验。与眼动追踪实验相辅相成的回顾性思考访谈定义了如何在时尚移动零售中改善数字用户体验。购物旅程地图框架可用于移动时尚消费者行为分析、审计 Google Analytics 数据集和增强数字用户体验。与眼动追踪实验相辅相成的回顾性思考访谈定义了如何在时尚移动零售中改善数字用户体验。购物旅程地图框架可用于移动时尚消费者行为分析、审计 Google Analytics 数据集和增强数字用户体验。