A behavioural insights study of the Kingston Chamber of Commerce Website

Vallée-Tourangeau, Gaëlle and Szigetvri, Fanni [Author-contributor] (2023) A behavioural insights study of the Kingston Chamber of Commerce Website. (Project Report) Kingston-upon-Thames, U.K. : Kingston University. 24 p. (Unpublished)


A behavioural insights study was conducted for the Kingston Chamber of Commerce to analyse the users' behaviours and attention patterns while using the Chamber’s website and identify areas for improvement. The study used eye-tracking technology to track the gaze of 20 participants as they completed specific tasks on the Chamber’s website and compared their experience on the Brighton Chamber of Commerce website. The eye-gaze video was played back to each participant in retrospective think-aloud interviews to gain further insights into their experience while completing the tasks. The eye-gaze data and verbal protocols were then analysed to identify the usability strengths and weaknesses of both websites. The results showed that tasks generally took longer to complete on the current Kingston Chamber of Commerce as users experienced difficulties in navigating to the relevant information and processing the information available. The comparator website was perceived as more user-friendly, but also suffered from minor usability issues. The study also revealed that information about membership and event pricing was an important cue for decision-making. Based on these findings, we provide 11 key recommendations for increasing the usability of the redesign of the Chamber’s website.

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