Stickiness Study

This Integrated Marketing Communications project site from Northwestern University focuses on website stickiness and argues that personalization, content and usability are key to a successful e-commerce site. This is a great starting point; well-organized and worth a read. Access the study website or go directly to the conclusions page.

If you like what you see, check our the The Journal of Integrated Marketing Communications; also student published work with case studies and more.

Eye Tracking Study: How 3 Retail Sites Compare

This research from Mark Russell at Wichita State University will give you a first hand look at an eye tracking study. This is not a full-blown study with conclusions, but does give you a view of 3 different store approaches to one product type and shows exactly where the user's eyes were drawn and the duration of the view.

If you find this kind of information fascinating, you should take a look at Marketing Sherpa's Landing Page Handbook ($247). The heatmap studies alone were worth the price; you can improve your landing page conversions in just a few days (or however long it takes you to read this 190 page book).