Neuromarketing applied to ecommerce. How to measure emotions and increase sales.
There was another edition of the Zaragoza Web Congress in the first weekend of June. We had the honour of taking part in it, with a talk in front of a fairly large audience in the Sala Mozart of the Auditorium of Zaragoza. We wanted to take something new along…
There was another edition of the Zaragoza Web Congress in the first weekend of June. We had the honour of taking part in it, with a talk in front of a fairly large audience in the Sala Mozart of the Auditorium of Zaragoza.
We wanted to take something new along for the occasion, so we talked about one of the projects we are carrying out this year: the redesign and study of neuromarketing that we made at Biddus.com.
It was a pleasant surprise for us to see that our talk was on the front page of Heraldo.es the following day.
We started our speech by talking about some of the different neuromarketing applications currently available. The Advertisement for the Sony Bravia showed us the importance of having “froggy moments”, and how measuring emotions can help us to detect the key resources for inspiring emotions through our advertising. We saw that by measuring users’ emotions while they were buying from our sales outlet or establishment, we can discover where emotional activation takes place, and what the factors that inhibit purchases are. We talked about how we can measure the reactions of a large audience when they are watching the preview of a film, trailer or conference. To see the application of neuroscience in product design, we asked the audience to consider the point at which a user experiences the greatest emotional activity when consuming chocolates: on seeing the box, on opening it, on seeing the chocolates or on eating one. This analysis is important if we want to know when a user has the strongest emotions, and where we need to invest our budget for improving the product. Finally, we looked into the application of neuromarketing that we were interested in, the experience of the online user.
The Biddus.com project involved us making a full redesign of this ecommerce platform in response to the defects that were detected in it. If you are interested in the steps we took in order to carry out this redesign of Biddus.com, please check out this recent entry in my blog: Redesign of Biddus.com: improvement project for an ecommerce platform. Practical case study.
After carrying out the redesign of Biddus, we wanted to confirm whether the changes we had made would help users to perform their usual tasks more quickly/easily/comfortably, and made a positive impact on their purchasing experience, without testing it by going into operation. To do so, we used neuroscience applied to marketing.
By using a biometric ring and some eye-tracking glasses, we were able to monitor the emotional activation of users when carrying out the tasks we required them to do, the emotional impact they received from the different elements on the page and the time required for doing each task.
We shared some of these measurements of some tasks in our presentation, with videos of users navigating. We saw how they became increasingly stressed when carrying out some of the tasks we asked of them (“buy a television from a list” in the example we showed) and how some elements on the site provoked emotional reactions (like the search engine, in the example in the image).
After seeing the results obtained from one task, we showed the overall results obtained in the study. We compared both versions of the website and saw that on average, the redesign of the site enabled users to complete the tasks 6 seconds faster. Besides this, their stress levels (emotional activation) in the test were 7% lower with the redesigned site while their emotional impacts increased by 9%.
These results were proof that confirmed that the redesigned version of biddus.com was ready to go into operation. In fact, 2 months into the operation of the new version, the business results of the platform revealed some interesting tendencies: a 15% increase in orders and the average price of these orders has multiplied by 2.4.
Below is the presentation that I used in the speech for the web congress: