Biometrics in Conversion Optimisation
In the bad old days, the only way to find out what customers thought about your website was to ask them. But if you put together a focus group and ask them questions such as “Did you like the website?”, “Did you find what you needed easily?” and “Did you notice the special offer banner?”, you’ll find that the answers you get back are usually not particularly helpful. They’re not trying to be unhelpful; it’s just that monitoring and recording your own behaviours and emotions from millisecond-to-millisecond, remembering them all and translating them into meaningful words and numbers is a task that is virtually impossible.
For humans that is. For the biometrics setup that we use at Endless Gain, it’s a snap. Our state-of-the-art setup combines five technologies: Eyetracking, to tell you which parts of your site customers are looking at and when; Facial-Expression Recognition, to tell you how they’re feeling when they’re doing so; Galvanic Skin Response, to measure the strength of these emotions; EEG to measure their engagement with your site; and Pupil Dilation to measure their arousal. On its own, any one of these technologies gives you valuable insights into your customer experience. But the real magic comes when we bring them all together to map your customers’ psychological and emotional journey from logon to checkout. Our cutting-edge biometrics software brings these five metrics together to yield actionable insights that we then put into practice using evidence-based principles from decades of psychological research.
Or you could just ask a couple of friends if they like the site.
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