Eye Tracking and Web Redesign FirstMerit Bank USA

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Digital marketing agency Boston Interactive kicked off a complete web redesign for FirstMerit Corporation.

Challenge

FirstMerit Corporation is a diversified financial services company headquartered in Akron, Ohio. The company was looking to update their digital presence in order to promote their banking capabilities and commitment to hometown service.

Partnering with digital marketing agency, Boston Interactive, FirstMerit began a complete website redesign project to help achieve these marketing goals.

Solution

Extensive usability testing was utilized to assure the website’s ability to provide an intuitive user experience while ultimately aligning with FirstMerit’s business goals.

This included eye tracking analysis at two unique points during the user experience phase of the website development process in order to test the effectiveness of both the site architecture and the visual design.

SMI Eye Tracking

For this study SMI RED remote eye tracking and SMI’s Experiment Suite software were used. Boston Interactive transported the system from the office in Boston, Massachusetts to the test location in Ohio.

This flexibility allowed for the test to be held in a more comfortable, casual environment for the subjects which ultimately provided more accurate results.

Benefit

The eye tracking data provided quantitative data of the visual design, which previously could only be assessed through qualitative analysis. This information serves as the basis for future design decisions including refreshed imagery and navigational cues. The following findings were of the most valuable to the team.

Generally users were unable to distinguish between the business and commercial banking tabs. A recommendation to expand product offerings in each dropdown was made to help enhance the clarity around this.

Users struggled to understand the meaning of PrivateBank based on the label alone. Expanding the dropdown menu helped some understand further and get a better idea of the appropriate audience. To encourage users to utilize this dropdown menu as a resource, a recommendation to make text descriptions visually ‘pop’ was made.

Users identify with the large images of people on the ‘Personal’ homepage. They commented that this helps to humanize the website.

Background

FirstMerit Corporation is a diversified financial services company headquartered in Akron, Ohio. The financial organization was looking to update their digital presence in order to promote their comprehensive banking capabilities and commitment to hometown service.

Partnering with digital marketing agency, Boston Interactive, FirstMerit kicked off a complete website redesign project to help achieve these marketing goals.

Benefit

The eye tracking data provided quantitative data of the visual design, which previously could only be assessed through qualitative analysis. This information serves as the basis for future design decisions including refreshed imagery and navigational cues. The following findings were of the most valuable to the team.

Generally users were unable to distinguish between the business and commercial banking tabs. A recommendation to expand product offerings in each dropdown was made to help enhance the clarity around this.

Users struggled to understand the meaning of PrivateBank based on the label alone. Expanding the dropdown menu helped some understand further and get a better idea of the appropriate audience. To encourage users to utilize this dropdown menu as a resource, a recommendation to make text descriptions visually ‘pop’ was made.

Users identify with the large images of people on the ‘Personal’ homepage. They commented that this helps to humanize the website.

Customer institution Boston Interactive
Customer website www.bostoninteractive.com