It probably happened to them. They visit the website of their favorite brand with the intention of buying shoes. They even know the model they want, but during the payment process, suddenly the page starts asking for many irrelevant personal data and closes the window before completing the transaction. The web angered them.
Other times, pop-ups that are impossible to close, to disappointor, on the contrary, the ease of browsing the different models, happiness. In short, as in physical stores, feelings It is also very important in the success of a web page, especially if it is electronic commerce.
That’s why they started implementing what they call 3Dids from Alicante. “emotional controls” While designing its clients’ pages, it is aware of the problems a bad experience can cause. In this way, when analyzing the behavior of internet users until now, if things like pages visited, places they clicked or time spent on the web were measured, what would we want to measure with this new technique? Does it create a sense of navigation?
The truth is that this kind of study on consumer emotions is already relatively common in the physical world and they are often applied when designing, for example, the layout of different items in shopping malls or a supermarket. It is common even when designing products themselves.
Purpose of the company he manages Andrew from Spain The same information is obtained from consumers entering e-commerce via computer, mobile phone or tablet.
Spanish technology
To do this, the Alicante consulting firm, Valencia Polytechnic University BrainUX, which develops the necessary technology. about a gadget mix It is possible to measure the emotional reactions of the consumer and can recognize the levels of stress, satisfaction, attention, anger, disgust, fear and relaxation throughout the navigation.
Analyzes are made with real netizens selected within the target of interest of the analyzed application or website. Your browsing is tracked by: gaze sensors (similar to the ‘eye tracking’ of studies in physical stores), recording which part of the screen attention is focused on; sensors galvanic response the skin, which records the changes in heat and electricity transmitted by the nerves and micro-sweat, and records the emotional intensity experienced at every moment of navigation; face coding software, records facial microexpressions and translates them into basic emotions; and electromagnetic activity of the brain to determine the levels of attention, emotion, busyness, stress, or relaxation experienced by the test subject.
The information provided by these sensors is navigation videoIt provides a second-by-second understanding of on-screen interests and overlooks, the emotions and intensity of each of these areas.
As Andrés from Spain explains, what these neuromarketing techniques ultimately allow «more beautiful websites Establish a closer and more relevant communication for and with buyers. When applied to an online store, it helps to improve wait time, reduce abandonment rate, or “bottleneck” This makes selling difficult. For example, in testing to date, the consultant has found that not being able to find a search engine or providing visual results or a clear final price for products often generates too many rejections.
One of the leading brands that used this analysis to test the design of its new online store was Elda women’s shoe brand. I gave it. As they explain from 3Dids, sensory auditing has changed their online selling practice for a new development, allowing them to check if customers’ perception has improved. According to De España, “emotional perception monitoring allowed us to assess what the perceptions were at the time of purchase and to improve them; 30% conversion rate».