Biometric Research in Conversion Rate 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 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 virtually impossible task.
For humans, that is. For the biometrics research setup that we use at Endless Gain, it’s a snap.
Our state-of-the-art setup combines five biometric technologies
At our biometric usability lab in Manchester, we bring in users to conduct biometric research for your brand. We analyse the following 5 biometric data while the users interact with your website or app.
- Eye tracking, 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 looking at your site;
- Galvanic Skin Response (GSR), to measure the strength of these emotions;
- Electroencephelography (EEG) to measure their engagement with your site; and
- Pupil Dilation to measure their arousal.
On its own, any one of these technologies can give you valuable insights into your customers’ experience with your brand. 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 to optimise conversions and customer journeys on your site using evidence-based principles from decades of psychological research.
Or, you could just ask a couple of friends if they like the site.