Measuring engagement and motivation in Conversion Optimisation
EEG – or, to give it its full name, Electroencephalography, is a technique for measuring electrical activity in different parts of the brain. Don’t worry, we’re not going to stick electrodes into your customers’ brains! Brain cells communicate using electrical signals, and when a thousand or so of these cells are “firing” at once, they create an electric field that’s powerful enough to be picked up by electrodes attached to the scalp (phew!).
EEG is one of the main techniques that we use at Endless Gain to find out what’s going on inside your customers’ heads – literally – when they’re using your website. It has two important advantages over other methods. First, it’s very fast – which is crucial when you’re measuring brain processes that are over in a just a few tenths of a second. Second, it’s precise – EEG doesn’t just tell you how hard the brain’s working as a whole, but what patterns of cell-firing are happening in particular parts of the brain. In fact, the state-of-the-art system that we use here at Endless Gain has 14 different sensors. This allows us to measure some very specific brain processes that are crucial for maximising your conversions.
For example, do you know how engaged and motivated your customers are feeling when they’re on your site? We can tell you, using an EEG metric known as frontal asymmetry. Are they feeling positive engagement-related emotions such as joy, or (hopefully not!) negative ones such as disgust or sadness? Again, our system can tell you. In short, there’s only one word for the insights that this technology can give you and your site: EEGceptional!