Usability Evaluation of an Eye-Tracking in Batik E-commerce Web-Based Systems

Online developments are promoting various store businesses to establish online stores or E-commerce, including the buying and selling of batik products. Batik, a globally recognized masterpiece of Indonesian cultural heritage, is still crafted by Small-Medium Industries (SMIs). Despite the considerable enthusiasm for batik, SMIs in this field face technological constraints. The application of eye-tracking methodology and usability testing has not been explored in the context of batik e-commerce. Therefore, this study aimed to explore the world of batik E-commerce websites. Usability assessments were conducted using methods comprising users, evaluators, and Webcam Eye-Tracking software. A total of two batik E-commerce websites were selected for this exploration, of which one is already established, while the other is still recent, both offering ready-to-sell products. The results of usability testing, based on performance metrics, indicated that Danar Hadi and Butimo showed similar performance in terms of time-on-task, efficiency, and errors. Moreover, both websites achieved an "Acceptable" rating in satisfaction tests. Statistical analysis showed no significant gender-based differences in the usability aspects tested. Proposed enhancements, informed by performance analysis, heatmaps, and gaze replay data, consisted of improvements to the main menu section and the payment platform icon section. Furthermore, it was recommended to optimize advertisement placement on batik E-commerce website using an Area of Interest (AOI) analysis. © 2024 Academy of Taiwan Information Systems Research. All rights reserved.