Efficiency and effectiveness of the old and new versions of the bank's website by investigating users' behavior with the eye tracker technique

The present study aimed to examine the efficiency and effectiveness of the old versus new bank website versions by investigating the users’ behavior with the eye tracker technique. To identify these effective factors, usability evaluation methods and user experience are key elements that must be considered. This research was conducted in the A / B test phase and the data collection tools were a questionnaire and an eye tracker. A combination of quantitative and qualitative approaches was used to analyze the data. This study used inquiry techniques and user testing methods to evaluate the usability of Internet banking systems. The results were analyzed and the iteration method was employed in the third study to redesign the initial sample in one of the banks that had the lowest usability score. The two versions were compared and the results showed that a better user experience was obtained in the modified version. The results showed that there was a significant difference between the old and new websites in terms of satisfaction, efficiency, effectiveness, learning, and security in performing the activities. The results showed a significant difference between the old and new versions of Bank B throughout the process in terms of the number of fixations. There was also a significant difference between the new and old versions of Bank B throughout the process in terms of duration of fixation. Also, there was a significant difference between the new and old versions throughout the process in terms of the total duration of all fixations.