Archive for May 2011
When we talk about emotional engagement, we don’t mean ordering an ‘I heart ’ t-shirt and giving the CEO a bear hug, we’re referring to the scientific study of emotions and how they have the starring role in the purchase decisions made by your customers.
Have you ever asked yourself how your users feel while they are using your product or your website?
It makes intuitive sense that if your users have a positive emotional experience on your site they’re more likely to convert from browsers into buyers. Do you know exactly what on you site is converting using emotional equity, and what is failing?
We are irrational beings, and nowhere more so than when we are online and (believe it or not) when we are parting with cash. In fact neuroscientists argue that emotions drive between 90-99% of all decisions we ever make.We have evolved a highly sophisticated subconscious brain that effortlessly deals with the millions of inputs we perceive every second before delivering it to the attention of our conscious brains, via ‘gut’ emotions.Yet the most widely used methods in usability testing often involve asking a user’s conscious brain why it did something. The truth is it simply doesn’t know.
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Our team conducted an eye tracking review of Waitrose for the May edition of Internet Retailing Magazine. The full article can be read here: Waitrose Website Eye Tracking Article.
We invited users to participate in sessions to explore the new Waitrose.com website. These were people who shopped online and had different levels of experience regarding using grocery websites. By using eye tracking technology we were able to observe users shopping naturally for basic items that they would regularly need.
Users struggled to find the most basic of items. The simplified initial drop down menu for ‘Groceries’ was limited.In order to find bread, users had to learn to click on ‘Cupboard’>’Food’>’Bakery’ and then choose an additional category such as ‘Sliced bread’.
This was felt to be a long route to individual items. It was not obvious how these sections were ordered within the navigation area displayed at the top of the page,with some users commenting that they expected to see the most common sections first.
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