The influence of gaze direction is mostly researched in the context of human psychology. Gaze direction can have different functions. By focusing on someone's gaze we can analyze the person's psychological state, their non-verbal communication etc. Gaze direction in the context of advertising has a different function. It can redirect the viewer to watch exactly what we want and what is important to us. In this case, the direction of the gaze has the function of redirecting other people's eyes in our favor. The purpose of this paper is to investigate whether the direction of the model's gaze from the photo affects the user experience of the online store. For research purposes, a prototype of an online store selling jewelry was created. A girl was photographed looking in different directions – left, right and straight. It is investigated whether there is a difference in the user's experience due to the direction of the model's gaze direction. The practical part of the work consists of research that was carried out using a camera that monitors the movement and position of the eye. The results are displayed by using heat maps, which use colors to show which part of the online store was viewed the most and the longest.