If your online business invests in advanced CRO testing using biometrics technology and neuroscience to see how your target audience are currently using your website, it’s important to understand how the analysis will be presented and how the insights can be used to implement a transformative CRO strategy.
At Hit Search, when we run these types of tests on websites, whether in the insurance, retail or any other sector, we have an end-to-end process to follow that helps ensure the things that we test and measure will provide the most useful and actionable insights to your business or organisation.
What is Biometrics CRO?
Biometrics CRO (Biometrics conversion rate optimisation) involves analysing user behaviour on your website using biometrics data such as brain activity, eye tracking, galvanic skin response and facial expression, and using this data to improve the conversion rate of the website. This kind of activity is the highest level of conversion rate optimisation as you are able to dig into data of your target audience that you wouldn't be able to acquire using other forms of CRO.
Essential pre-test analysis
Before we come anywhere near people with EEG caps, heart rate monitors and eye scanners, we ensure that we have a deep understanding about your business and your sales funnel, so that we can best identify the areas of the user journey on your website that are not performing as they should and will have the most impact on your bottom line if these problems can be overcome.
We might find that there are problems at certain stages of your funnel, where a disproportionally high number of people drop off. Identifying these points and building a test strategy around them will help to focus the data gathering phase on the right areas.
We have previously overviewed the biometrics CRO testing and data analysis process here, so will jump straight to the feedback that is provided once the data-backed insights have been determined.
Building a CRO strategy from biometrics and neuroscience insights
Once we have analysed all of the data points collected and the qualitative interview with each test subject, trends and patterns of behaviour and responses can be identified and these findings form the basis of our report and the recommendations we make.
We also like to study these CRO elements alongside other user data, such as from conventional CRO tools and your website analytics, to give a fuller picture as the strategy is formed. All of our CRO strategy recommendations are backed by data and could relate to anything from page design or navigation structure to copy tweaks or creative content ideas.
We present our recommendations and the data that led us to make them, so that business owners can gain deeper insight into how their customers think, act and unconsciously respond to what they find during their website journey, and why.
During the course of our tests and analysis, we often discover other areas of the user journey, outside our immediate remit for the project, which would benefit from further investigation and testing. Our recommendations may include hypotheses for further tests or areas of the user journey to explore, and the business case for doing so.
Our Process of Advanced Biometrics CRO Testing
Using biometrics as part of advanced user testing on a website is something that can transform your conversion rate. The various tests and data points can be analysed to determine patterns of behaviour in users that indicate problems with the website and how it is being used. For example, for an insurance brand, where the number of people dropping off before they complete a quote can make a huge difference to your bottom line, this type of testing can lead to on-site changes that increase conversions dramatically. Biometrics data is so useful because the instinctive reactions of the body cannot lie. By measuring physical responses to what the test subject is seeing and doing, the data can be attributed to specific points in the user journey where they were frustrated, annoyed, happy or particularly engaged.
When Hit Search run advanced user tests on a website, the nature of the specific tests and activities will differ from one project to the next, depending on the industry, the objectives of the tests and the audience being tested. We have outlined the rough process for carrying out biometric tests on any website below.
This phase includes audience research and identifying areas of your website that seem to be losing the most leads and determining which processes and tasks to test, which have the potential to make the most difference to your business. We will also find and engage with a group of potential test subjects to pre-qualify them for the test day.
This phase includes the actual test exercises, which usually take around 30 minutes for each person. Usually, the following biometric data points will be collected as the subjects are asked to complete the same tasks and activity on the website.
- Eye Tracking
- Facial Expression Analysis
- Galvanic Skin Response (GSR)
- Brain activity (EEG)
After the biometric testing has been completed with each person, Hit Search conduct a qualitative interview to gauge how the people taking part felt about the whole experience and how they found the tasks they were asked to do.
Analysis & Feedback phase
Once the testing is complete, we analyse and combine the data from all of the angles to determine any patterns that can indicate stress, frustration or concentration from the users, and build a picture of areas in which the site could be improved to overcome the barriers identified to completing a quote or a purchase.
Follow-up & test expansion phase
The tests we run often highlight other areas of the site or marketing activity that could benefit from further testing and analysis. We report on this, giving any additional insight or recommendations to help drive more website conversions and help your brand to continue to grow.
For more information about our approach to improving conversion rate and overall user experience for brands, CLICK HERE, or alternatively feel free to get in touch today on 0800 011 9715 or Enquire HERE!.