Improvements for eBay’s Selling Page Listings
Joseph A. Gonzales, Haozhe (Stan) Li, David H. Muñoz, Graceline R. Williams, Riley J. Winton, Derek W. Yeung
Abstract eBay is a popular online auction site with over 100 million active users as of December 2011 (eBay, Inc., 2011). Older adults (65+ years old) make up only 4% of its current U.S. customer base, meaning eBay can target these users to expand its market base (“eBay.com Demographics”, 2012). It is likely that these older adults possess a lifetime collection of various objects that are perfectly suited for online retailing, so why are there so few older adults using eBay to sell these goods? After an initial evaluation of the site, our group, eBay Roadshow, found that while searching and purchasing an item is a relatively simple and straightforward process, selling an item can be overwhelming and could deter older audience engagement. Hence, our group, took on the task of evaluating and providing recommendations regarding the selling processes for this site, specifically with the older adult audience in mind. Over the past few months, our group conducted a Functional Accessibility Evaluation (FAE) of the website, distributed a questionnaire and held a focus group with a sample of older adults. As a result of these studies, we have created a mockup of design recommendations that we feel will improve the selling experience for older adults and garner engagement and eventual adoption by this target audience. Keywords: aging, cognitive load, visual perception, online commerce, electronic payment
Improvements for eBay’s Selling Page Lists With the older adult population reaching record numbers in 2010, online retailers should find ways to engage this growing population (U.S. Census Bureau, 2011). eBay, an online auction site with over 100 Million active users as of December 2011 (eBay, Inc., 2011), can continue to grow by expanding their 4% older adult user base (“eBay.com Demographics”, 2012) (Appendix A, Figure 1). Over the past few months, our group has focused on figuring out how to make selling on eBay more attractive to older adults. While eBay consists of 2 main activities, purchasing and selling, we felt that the purchasing process is relatively simple and intuitive whereas the selling process is complex and difficult to understand. Additionally, with older adults likely having a large supply of objects that they have accumulated over the years, our group felt that there was a greater opportunity for eBay to gain more users by making the selling process easier and more intuitive for this audience. Our group focused on assessing the usability of eBay’s two main selling pages: the simple form and advanced form (Appendix A, Figure 2). In this paper, we recount our process of evaluation, the methods we used, the results we obtained, and our final recommendations for making the eBay website more accessible and easy to use for older adults. Before assessing eBay’s selling page layout, we reviewed past research in order to get a better understanding of our users and how they interact with the Internet. While some studies address the cognitive limitations of older adults like how many older adults struggle when navigating the Internet and rely on search engines (Hilt & Lipschultz, 2004). Other studies address older adult’s physical limitations like how changes in older adults’ vision, including lower visual acuity, means that they are more susceptible to glare and color changes (Charness & Boot, 2009).
Previous cognitive research on older adults produced findings relevant to our group’s research goals. As mentioned in a 2009 study, since there is a “general slowing of cognitive processes, decreased memory capacity, and decreased attentional control”, any list interface must be simple to use and learn (Charness & Boot, 2009). General cognitive slowing also negatively affects how older adults browse the web. As mentioned above, many adults struggle with online navigation and tend to use search engines to find items and research prices. Due to this trend, the processes underlying item research on eBay must be carefully considered for elderly people. More specifically, directory systems and advanced search features have been shown to be one of the slowest methods of navigation for older people because of difficulties using the mouse, information overload, and complexity of the interface (Sayago & Blat, 2007). Despite these facts, the current eBay site still has advanced and directory searches as major components to searching. While reduced in functionality and power, the basic search is three times faster than either the advanced or directory searches when used by older adults (Sayago & Blat, 2007). This finding proves how important it is that we provide recommendations that simplify the current selling pages to its core functions. General awareness of factors like information overload are also crucial, as many older adults are sensitive to extravagant visual displays. As stated in Smith’s article on senior citizens and ecommerce websites, a website’s perceived usefulness and ease of use can determine the success of a system and whether or not the system will be used (Smith, 2008). Smith found that older adults find websites more useful if they have products or services that they need or want; moreover, they prefer these sites even more strongly if they are not cluttered with extra information (Smith, 2008). Older adults who are confident using the Internet will determine if a website can fulfill these wants or needs even before they visit the site. If they decide to
visit a site, it is only then that they will form an attitude toward the site itself with the usability of the website exerting the most influence over whether or not they become a buyer and/or seller on the site. In our final recommendations, we address the aging population’s needs by focusing on the obstacles to usability that affect an older adult like poor use of background colors, font sizes, inconsistent page layouts, cluttered pages, and extraneous information (Smith, 2008). By addressing these issues, we will improve the user experience for older adults so that they can fully engage on online ecommerce Websites more easily (Smith, 2008). Methods Functional Accessibility Evaluator For this report, we used the Functional Accessibility Evaluator (FAE) version 1.0.3 to evaluate the website’s HTML coding practices in regards to accessibility. The FAE is an open source tool that takes a URL and analyzes numerous layers and subdomains, then provides a comprehensive analysis that documents the extent to which each of these aspects of the website are consistent with standards set by the iCITA HTML Best Practices. We evaluated eBay’s home page, as well as the simple and advanced versions of creating an item to sell. We analyzed potential accessibility concerns with the homepage as well as both the simple selling page and the advanced selling page by using FAE. Due to difficulties with server access (the eBay webpage required login to access the seller pages), the complete contents of pages in the selling process were downloaded (as HTML files and resources) and loaded onto an external server for FAE analysis. This effectively served as an accurate reproduction, though the results given may not be accepted as 100% accurate. Graphs of the results are in Appendix A and in Appendix B, Figures 14.
Questionnaires Since we are redesigning eBay's site to better suit the needs of the older adults, we needed to see how interested they are in online auction sites and also which particular parts of the website they may find particularly easy or difficult to use. To gather this information, we designed a questionnaire (Appendix E) to ask questions about demographics, occupation and computer & internet experience. In designing the questionnaire, we were specifically interested in whether older adults trust eBay. Therefore, we asked questions like “If you found a price for an object online, how much would you trust the price” and “How secure do you feel doing the following tasks online? Buying things online, selling things online, using email and bank transactions”. We were also interested in whether they felt that online auctions are difficult to complete or not. Thus, we provided statements like “I feel that selling an item online would be simple or difficult” and asked participants to agree or disagree with them using a sevenpoint Likert scale. If online auctions are difficult (which we anticipated to be true), what problems do they face when selling things online? To find this out, we asked about their experiences with uploading images and clutter websites since we anticipate that these two are possible problems our target users may face. The complete questionnaire can be found in the appendix. Due to the limited number of respondents and the number of other consulting groups that conducted similar usability studies on these users, our questionnaire was edited and compiled into a master one, along with questions from other studies. We sent out the questionnaire to five target users and we received all the questionnaires back. Focus Group The same participants that took part in the questionnaire were used for the focus group. The
duration of our focus group lasted for fifteen minutes One team member conducted the semistructured focus group while the rest of the team members took notes. Results Functional Accessibility Evaluator Certain aspects of accessibility were well implemented. The home page navigation bars had a passing rate of 65% with the other 35% being warnings. The warnings could result from some of the links on the main page being advertisements of dead ends that refer to other places. The actual selling portion of the site had navigation bars that passed with a very high rate of 98%. In addition, all the image maps passed with 100% for both the mouseover/mouseout and on click. It was also worth noting that each area element also had a clearly defined alt tag an important feature for those using screen readers. Despite the successes in some areas, there were many areas of improvement. The initial homepage had issues with the titles, subheadings,the form control labels, default languages, the informative images, and the layout tables. These issues not only affected the homepage, but the same issues were seen in the selling page. In regards to the default language failures, it actually failed on all three levels of evaluation. The problem identified is that the language is not defined. This could be a result of eBay being an international website with different web address endings depending on country. In regards to the titles, a little over 50% passed with 1520% being warnings, 10% failings, and only 1 title element with text. The data tables under “selling” had a 40% failure rate and were not properly formatted in HTML. Some of the biggest offenses in accessibility came from the informative and decorative images.
On the homepage, there were 60% failures with the informative images and a 99% warning with the decorative ones. A problem with these is that the alternative text was not present. In addition to these issues, there were also warning issues regarding onclick, onmouseover, text styling, layout tables, and w3c specifications. Questionnaires For demographics, all participants are aged between 71 and 75, have an education level equal or higher than “Some college/Associate degree”, 60% of them have a Bachelor’s degree or higher, and 40% of them have a Master’s degree. Also, not all participants use English as their first language, 40% of them use Spanish as their first language. For occupation, out of 5 participants, only one is working (fulltime), all others are retired. Based on the data above, we can conclude that our target users are educated seniors, who are likely to be retired. As for computer and internet experience/ opinions, all of the participants have experiences using computers and internet. 60% of them have used computers and internet for 5 years or more and 40% have used for more than 1 year but less than 5 years. And all of them just used computer and internet this past week. However, the frequency of internet use varies. 1 participant use internet “less than one hour a week”, 3 “between 1 hour and 5 hours a week” and 1 “more than 5 hours a week”. But none of the participant are heavy internet users, since none of them use the internet for more than 10 hours a week. Also, the location the users use internet are mainly at their home, the participant who is currently working fulltime also use internet while working. And for the device they used to access internet, all participants use their computer.
Last and most importantly, for online auctions related questions, when asked how interested are they in selling their stuff, 20% feel not interested, 20% neutral, 20% interested and 40% highly interested. Hence 60% are interested or highly interested in selling their stuffs online, which justifies the purpose of our study, which is to make online auction more usable. Regarding common issues the participants encountered when using the internet, all participants reported problems with navigation, at least 60% with web page layout, 60% with unclear message and 40% with visual design issues. For page navigation issues, 80% of the participants reported that they are usually not sure about what to do next, and 80% of them feel there are too many steps to perform a task. Also, when asked which way they prefer to approach their goal, 80% all prefer step by step guide. For web page layout issues, 60% of the participants reported that they feel the layout is confusing and 60% feel that the websites can be clutter, with too much content on a page. For the unclear message issues, 60% of them identified understanding error messages can be troublesome and 60% experienced unclear jargon. Finally for the visual design issues,40% feel the text is usually too small, and 40% feel that determining if text is a link can be difficult. Since we anticipate image uploading to be an essential step of selling things online, we asked a dedicated question of possible issues with image upload. As for the result, 60% of the participants have no experience with image uploading, 40% reported issues with selecting photos from computer and 20% with problem adjusting/ rotating photos right after uploading. Focus Groups During the focus group, we talked with five older adults to explore their opinions on using Ebay to sell items. Overall, the participants mentioned that they were comfortable with using the internet, and many had expressed some previous experience with purchasing items online with websites like Amazon.
When we asked whether the group was interested in selling items online, four out of five participants said that they were interested in selling their items online. One of the important design criteria that we received from the focus group was that the current layout of Ebay had too much information and it was not clear what steps users would have to take. The older adults stressed that they wanted a system with clearly marked steps that were easy to complete. Older adults also mentioned that they found it frustrating when they were having issues on a website and could not find a phone number to call for help. Another point that was raised during the focus group was that older adults were interested in taking classes on how to use a service like Ebay. One of the issues that came out of the questionnaire was that most older adults did not have experience uploading pictures from their cameras onto their computers. This was confirmed during the focus group and some of the participants were interested in whether Ebay would be able to display stock photos for items that they were interested in selling (bypassing the need for older adults to have to interact with uploading pictures to their computers). Discussion The results from our FAE (Appendix C) revealed several issues mostly related to improper coding of the website. Most importantly, the code did not always reflect the appropriate HTML standards as given by the Illinois Center for Information Technology and Web Accessibility (iCITA), leading to headers, tables, and forms that were incorrectly formatted. It is crucial to conform to these standards in order to construct a universallydesigned and accessible website. Beyond fixing the code and formatting of the page to conform to iCITA standards, there are two changes that should be done immediately to improve the ease of use of the website.The first
involves the default language. None is set by default, so an option to choose the default language should be presented to the user. In addition, a majority of images on the site lack alternative description text when the mouse is hovered over them. By including these descriptions, users will better understand what the image is displaying. Our questionnaires and focus group suggest that there are two areas, visual appearance and organizational layout, that can be improved to create a better user experience for older adults using eBay. 80% of the older adults in our focus group expressed an interest in selling items online, and eBay can easily get new members from this demographic by making a few simple changes in its layout. 60% of the older adults who answered our questionnaire thought that the current eBay page had too much information on it. 60% of our respondents also thought that the layout was confusing. The focus group members also expressed similar frustrations, adding that the current page is confusing to navigate and that it’s not clear what steps users should take. For these reasons, we have simplified the selling process by including more help documentation and have also added a “help” button at each step. In addition, we have added a contact number in the bar at the top of the page that stays on top, regardless of if the screen is scrolled. Where applicable, we provide the user with default templates, such as in the step where a photo of the product is uploaded. Based on the feedback discussed above and in the results section, we have edited the current eBay page (see Appendix A, Figure 2) and created our own mockup page for selling an item (see Appendix D, Figures 15). While the current page is formatted as a fivestep process, we wanted to make these steps more explicit and easier to navigate. We suggest breaking down each step to be on its own page. In addition, we suggest adding a progress bar at the top with the names and numbers of each
step. The current step is highlighted as a blue button (instead of the default yellow) and has white text. With this change in the page layout, the amount of information available is not as visually overwhelming. Another way we made the steps clearer in our mockup was by reducing the amount of information in each of the steps. For example, in the first step, where the user creates a title for the item, we suggest autofilling the most important details about the product and letting the user edit them, if needed, instead of the current format that asks the user to provide all of these details. For example, if listing an iPod, this step would automatically list a few key details such as the generation, product line, and storage capacity. We also edited this step so that it provides the user the option to include more detailed product information based on eBay posts for the same item. For the second step where users select a picture, we provide users with four stock photos to choose from, as well as the option to upload their own photos. Since 60% of the questionnaire respondents said they had no experience uploading photos, providing these stock photos will let users who may not want to try and figure out how to upload a photo to provide an image of their item. For the third step that allows the user to describe an item, the current page allows users to customize to a level of detail that older adults believe creates an unnecessary amount of clutter so we have eliminated those more detailed options. Instead, we decided to keep only the “additional information” text box here in case the user wants to provide any additional information. For the fourth step, we have provided an example video that users can view for instructions on how to set a price and shipping details. This addition is based on the interest of the focus group members to watch instructional videos or classes to learn how to perform certain tasks. Since they expressed a sense of distrust in shipping items, we believe that providing an informative video about the process will help users feel
more comfortable in performing this action through eBay. Our focus group members did not trust in electronic payment systems. For this reason, in the fifth step, we suggest adding an option for members to receive a check for payment. It is possible to request a check through PayPal but it involves many steps that must all happen on the user’s PayPal account page. Working with PayPal to provide a secure shortcut to its check request form will increase the trust older adults have in receiving online payment. The focus group members expressed concern with having to confirm that money was sent to the right address and/or bank account. For this reason, we suggest including autocompleted bank account and address information for the user during the fifth step, allowing users to quickly confirm or modify it. Our collected data does not suggest editing visual components of eBay’s selling page, such as the colors and fonts of text and the image sizes. However, 40% of our questionnaire respondents mentioned that the text size should be made slightly bigger, a change that we suggest making to increase the ease with which the page can be read. Our FAE, questionnaire, and focus group results suggest that eBay’s current selling page is relatively wellformatted. In addition, the older adults we interviewed and who participated in a focus group expressed a desire to use eBay’s selling services. While they did express some concerns about the current format of the page, we believe that their concerns are all welladdressed in our mockup. By implementing the changes we outline in this paper and mockup, we believe that eBay can improve the user experience for older adults and gain many new and loyal customers.
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Appendix A eBay Demographics
Appendix B Accessibility: Components Analyzed by FAE Navigation & Orientation Titles (title & h1) ۰ The page must contain exactly one title element. ۰ The title element must have text content. ۰ The page must contain at least one h1 element. ۰ The page should contain no more than two h1 elements. ۰ The text content of each h1 element should match all or part of the title content. ۰ Each h1 element must have text content. ۰ Each h1 element should have text content exclusive of the alt text of any img elements it contains. Subheadings (h2..h6) ۰ Subheading elements that follow the last h1 should be properly nested. ۰ Each subheading element (h2..h6) must have text content. ۰ Each subheading element (h2..h6) should have text content exclusive of the alt text of any img elements it contains. Navigation Bars ۰ Each ul or ol element that precedes the last h1 element and appears to be a navigation bar should be immediately preceded by a heading element, preferably an h2. ۰ Each map element that precedes the last h1 element and appears to be a navigation bar should be immediately preceded by a heading element, preferably an h2 ۰ Each area element should have a redundant text link (a element) with matching href value. Form Control Labels ۰ Each input element with type=text | password | checkbox | radio |file and each select and textarea element must either be referenced by the for attribute of a label element via its id attribute, or have a
title attribute. ۰ Each input element with type=button | submit | reset must have either a value attribute or a title attribute. ۰ Each input element with type=image must have either an alt attribute or a title attribute. ۰ Each label and legend element must have text content. ۰ If an input, select, textarea or button element has an id attribute, its value must be unique relative to all ids on the page. Data Tables ۰ Each data table must include column and/or row headers: The first cell in each column must be a th element, and/or each row must contain at least one th element. ۰ Each data table must have a nonempty summary attribute. ۰ The summary attribute value for each data table on a page should be unique. ۰ Each th element in a complex data table must have an id attribute whose value is unique relative to all ids on the page. ۰ Each td element in a complex data table must have a headers attribute that references the id attributes of associated th elements. Default Language ۰ Each page must have a lang attribute on its html element whose value or initial subtag is a valid twocharacter language code. Access Keys ۰ Each accesskey attribute value on a page should be unique. Frames ۰ Each frame element must have a nonempty title attribute. ۰ The title attribute value for each frame element within a frameset must be unique. Text Equivalents Informative Images ۰ Each img element must have an alt attribute.
Decorative Images ۰ Each img element with an empty alt attribute should be removed; CSS techniques should be used instead. ۰ Each img element with width or height less than 8 pixels should be removed; CSS techniques should be used instead. Image Maps ۰ Each area element must have an alt attribute. Scripting onclick ۰ The onclick attribute should not be used on elements that cannot accept keyboard focus. onmouseover & onmouseout ۰ Each focusable element with an onmouseover attribute should also have an onfocus attribute, and their associated event handlers should trigger the same or similar actions. ۰ Each focusable element with an onmouseout attribute should also have an onblur attribute, and their associated event handlers should trigger the same or similar actions. ۰ The onmouseover and onmouseout attributes should not be used on elements that cannot accept keyboard focus; use CSS techniques instead to provide the desired stylistic effects. Styling Text Styling ۰ The font and center elements should not be used. Instead use structural markup with CSS for styling. ۰ The b element should not be used for bold styling of text content. Instead use heading elements h1..h6 for heading text or the strong element for emphasizing words, phrases or sentences. ۰ The i element should not be used to italicize text content. Instead use heading elementsh1..h6 for heading text or the em element for
emphasizing words, phrases or sentences. ۰ The u element should not be used to underline text content. Instead use heading elementsh1..h6 for heading text or the em or strong elements for emphasizing words, phrases or sentences. ۰ The blink and marquee elements must not be used. Layout Tables ۰ Tables should be used only for organizing data in rows and columns. Use CSS instead of tables and nested tables to visually layout blocks of related content for graphical rendering. HTML Standards W3C Specifications ۰ Each page must include a DOCTYPE declaration to facilitate rendering and validation. ۰ The character encoding of each page should be specified within the value of the content attribute (using charset=) on a meta element that also includes an httpequiv attribute set to "contenttype".
Appendix C eBay FAE Results Figure 1. FAE Report Results for the eBay Home Page navigation and orientation categories. Figure 2. FAE Report Results for the eBay Home Page text, scripting, styling, and HTML categories.
Figure 3. FAE Report Results for the eBay Seller Page navigation and orientation categories.
Figure 4. FAE Report Results for the eBay Seller Page text, scripting, styling, and HTML categories.
Appendix D Design Suggestions
Appendix E eBay Questionnaire We are graduate students at Georgia Tech in a psychology research methods class. We are doing a project investigating how people use online auction sites. This questionnaire will let us know what particular parts of the website may be easy or difficult to use. We will use this information and try to edit the website to make it more userfriendly. All responses will be kept confidential. 1) Please circle all of the following devices that you use:
Reading Glasses Computer Screen Magnifier Magnifying Glass
Screen Reader Braille None of these
2) If you found a price for an object online, how much would you trust the price listed? For this question, use the following scale that ranges from 1 (not trusted at all) to 6 (very trusted). Please circle the number that shows your opinion as it is related to this scale. Not trusted at all 1 2 3 4 5 6 Very trusted 3) How secure do you feel doing the following tasks online? For this question, use the following scale that ranges from 1 (not secure) to 6 (very secure). Please circle the number that shows your opinion as it is related to this scale. Buying things online Not Secure 1 2 3 4 5 6 Very Secure Selling things online Not Secure 1 2 3 4 5 6 Very Secure Using email
Not Secure 1 2 3 4 5 6 Very Secure Bank transactions Not Secure 1 2 3 4 5 6 Very Secure 4) If selling an item online, I would feel comfortable sharing (circle all that apply): My shipping address My email address A picture of the item A description of the item 5) If you were to sell an object online, I would feel comfortable receiving payment via (circle all that apply): PayPal Check Credit card Debit card (transfer) Cash Wire transfer 6) Have you ever uploaded a photo on your computer? If you have, please write about why you uploaded the picture and for what purpose. If you have not, please explain why. 7) I feel selling an item online would be: For this question, use the following scale that ranges from 1 (simple) to 6 (difficult). Please circle the number that shows your opinion as it is related to this scale. Simple 1 2 3 4 5 6 Difficult 8) I feel buying an item online would be: For this question, use the following scale that ranges from 1 (simple) to 6 (difficult). Please circle
the number that shows your opinion as it is related to this scale. Simple 1 2 3 4 5 6 Difficult
9) Please circle all of the types of websites that you use at least once a month:
News Banking Email
Search Engine Retail Sites Auction Sites
Other:________________________________________________ 10) How cluttered do you feel the information is on the websites you circled from question 9? If you don’t use one of them, please leave it blank. For this question, use the following scale that ranges from 1 (not cluttered at all) to 6 (very cluttered). Please circle the number that shows your opinion as it is related to this scale. News: Not Cluttered 1 2 3 4 5 6 Extremely Cluttered Banking: Not Cluttered 1 2 3 4 5 6 Extremely Cluttered Email: Not Cluttered 1 2 3 4 5 6 Extremely Cluttered Search Engines: Not Cluttered 1 2 3 4 5 6 Extremely Cluttered Retail Sites: Not Cluttered 1 2 3 4 5 6 Extremely Cluttered Auction Sites:
Not Cluttered 1 2 3 4 5 6 Extremely Cluttered Other:
Not Cluttered 1 2 3 4 5 6 Extremely Cluttered
Thank you for filling out our questionnaire! We appreciate you taking time to answer our questions. Your responses will greatly help us do our class project!
