Tracking Customers’ Arousal Levels in Conversion Optimisation
Pupil dilation is a measure of arousal. By arousal, we mean how stimulated we are when looking at something.
The pupils of your eyes are like a pair of speedometers for your brain. When you’re pepped up and your brain is working hard, your pupils get bigger—this is pupil dilation. When you take a breather, they get smaller again—this is pupil constriction.
At Endless Gain, our state-of-the-art eye-trackers can measure your customer’s pupil sizes as they view your site, and do so with to-the-millisecond precision (this is just as well, since pupil dilation happens very quickly, taking just a quarter of a second).
How Does Analysing Pupil Dilation Help in Conversion Optimisation?
Suppose your customers are finding your checkout form hard work. This will show up in their pupil dilation response—their pupils will get bigger as a result of all the hard work they’re being forced to put in.
Or, suppose your landing page shows a big picture of a product you think your customers will love, but it’s actually leaving them cold. Their pupils won’t grow at all.
Once we’ve identified the problem, we can help you fix it—whether it’s simplifying the checkout form, changing the design of your landing page, or employing one of our evidence-based psychological techniques.
Because when the noradrenaline’s flowing, the pupil’s growing.
You can see this in action for yourself: stand in front of a mirror and try to memorise a list of words. You will see that your pupils get bigger and bigger with each word that you store.
Read our in-depth post on how pupil dilation helps in conversion rate optimisation.
Get in touch to find out what we can do for you.