Mouse Tracking Technology and E-Commerce

A Literature Review

Abstract

Mouse Tracking allows web developers and marketers to observe the current behaviour of their users when navigating on a web platform: the movement of the mouse, clicks, and scroll. This instrument has the purpose of analysing the data in a qualitative way, allowing the marketing manager to know the behaviour and decisions/actions of the consumer during the browsing experience on a website. This ongoing investigation intends to observe the actions taken by consumers specifically in an e-commerce environment, using a specific tool that allows this measurement. From the results, we intend to suggest changes that allow the user to enjoy a better web experience. It is important to mention that these Mouse Tracking tools play a significant role in the creation of new layouts and construction of pages, supporting the decision making in the preparation of A/B tests, as well as assisting the positioning of calls to actions, text, images and other widgets. In this way, Mouse Tracking produces the information necessary to achieve the expected goal of an e-commerce website, that is, the maximization of conversions/sales, becoming a major tool for a digital marketing strategy.