Tracking emotional responses in Conversion Optimisation
Galvanic Skin Response (GSR) – or, as it’s sometimes known, Skin Conductance (SC) or Electrodermal Activity (EDA) – is a measure of intensity of emotional arousal; how worked up a person is. When you get worked up, you sweat, and this makes your skin conduct electricity better. GSR machines, including the state-of-the-art equipment that we use here at Endless Gain, work by measuring how easily an electric current (don’t worry – it’s too small a current to feel!) passes through the skin. The higher your skin conductance, the sweatier you are, and therefore the more emotionally aroused you are.
Why do we use GSR to measure customers’ emotional responses to your website? Why don’t we just ask them. For one thing, they might lie – particularly if they find their responses embarrassing, or think they’d be telling you something you don’t want to hear. And for another, they might not know. GSR can pick up on unconscious emotional responses that people can’t control, and may even be unaware of.
So, when it’s paired up with facial expression recognition technology, which tells us which emotion your customers are feeling, GSR can tell us how strongly they’re feeling it. Do they like this product, or do they love it? Is the checkout process smooth, or sending your customers into fits of rage? Do they leave your site relaxed, or stressed out? Once we have the answers to these questions, we can change them. At Endless Gain, we use evidence-based psychological techniques to encourage your customers to feel the right emotions, not the wrong ones.