Optimizing Marketplace Registration Page Design with Predictive Heatmap Analysis

Abstract

Optimizing marketplace registration pages is crucial for improving user experience and conversion rates. This study evaluates the design of registration pages for four leading Indonesian marketplaces Tokopedia, Shopee, Blibli, and Lazada—using Predictive Heatmaps from UX Pilot alongside Heuristic Evaluation and Gestalt Principles. The analysis identifies key usability issues, such as distractions from branding elements, inconsistent visual hierarchy, and a lack of real-time validation and feedback mechanisms. Findings indicate that while branding elements effectively capture user attention, they often divert focus from essential features, a trend observed not only in these marketplaces but also in broader UI design contexts. such as Call-to-Action (CTA) buttons and registration forms. Shopee and Lazada successfully utilize high-contrast CTA buttons to direct user interaction, whereas Tokopedia and Blibli suffer from visual distractions caused by mascots and unnecessary decorative elements. Heatmap results also reveal inconsistent grouping of interface components, reducing page efficiency. To enhance user experience and conversion rates, recommendations include improving CTA button visibility through contrasting colors and strategic placement, minimizing decorative distractions, and implementing real-time validation and feedback. The application of Gestalt Principles further aids in optimizing interface organization by grouping related elements more effectively. This study underscores the importance of a structured design approach incorporating heuristic and predictive analytics to enhance the usability of online registration pages. Future research may explore the impact of interactive elements and A/B testing in refining registration interfaces.

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