Usability of websites: Comparison of shopping sites with eye tracking method

In connection with the acceleration of globalization and competition, the meaning of change in consumer and user perceptions in digital environments is important in order to move forward in the competitive environment. With the importance of studies carried out in the field of human-computer interaction, the user experience has come to the forefront. So, in order to protect their assets by marketing their products or services in digital media, companies have to take into account the user needs in all processes of interface, product and service design. The focus of marketing in the process from the past to the present is the human but now it is obvious that the research method and strategies are changing. Findings obtained from usability studies, support the effectiveness of the services provided in digital environments. Unlike traditional methods, Neuromarketing, which provides a scientific approach to marketing, seeks to provide reliable and accurate information for the consideration of the needs of consumers and users. Neuromarketing research which was the subject of this thesis; an important issue to consider for the concept of usability associated with the user experience; in the e-commerce websites where competition is intense, the focus is on taking into account the needs and requests of the users. Eye Tracking method was used in the study, to measure the extent to which the interface, design and content on the websites met the user demands. Within the scope of data obtained through the Eye Tracking method, which is one of the neuromarketing methods, suggestions were made for increasing the usability in e-commerce websites.