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What we do:
Neuromarketing is important for website, app and social media testing because it delves into the subconscious aspects of consumer behaviour, providing insights that traditional methods may not capture. This deeper understanding enables companies to optimise their own media more effectively, taking into account not only explicit user feedback but also the implicit factors that influence decision-making. In essence, digital neuromarketing enhances the comprehensiveness of websites, apps and social media, leading to more informed and targeted improvements that can be achieved by resonating with users, taking into account the unconscious level.
The website, app and social media neuro-test offered by BrainSigns is truly innovative because it combines: behavioural observations, analysis of explicit customer feedback, and evaluation of cognitive and emotional indicators accurately developed through a decade of experience in BrainSigns’ neuromarketing studies.
Such a research field is extremely valuable to our clients. Nowadays, the most common web analytics software can provide useful objective metrics about what visitors are doing but they lack a deeper understanding of why customers behave in a certain way. This makes it extremely difficult to develop strategies that fully affect the consumers behaviour and increase the conversion rate.
The technologies used to test a website, app or social media are Electroencephalography (EEG), Eye tracker, Photoplethysmography (PPG), Galvanic Skin Response (GSR), combined where appropriate with mouse clicks tracking, video-camera, Implicit Association Test (IAT) and interviews as required by the research objectives.
Thanks to these technologies and to the highly skilled expertise in usability, interface and web design of our interdisciplinary research team, we can help clients to get valuable neuromarketing insights to overcome marketing threats and beat the competition.
Results (What you can get):
The benefit of digital neurotesting is to observe both the conscious and the subconscious behaviour of consumers while they spontaneously interact with your website or app to improve the interaction UX and the customer engagement.
In many studies previous executed we have:
- Detected the emotional impact caused by the whole experience of website navigation by identifying with neurometrics UX issues or navigation fluency problems.
- Investigated the distribution of visual attention elicited by the pages or specific areas of interest to verify the efficacy of the communications.
- Analysed which tasks require higher cognitive effort and how they impact on the whole user experience.
- Identified usability issues of varying degrees of severity by simply examining the level of workload during navigation.
- Learnt unexpected unconscious reasons for people’s actions.
- Obtained insights to firmly decide which version of a web page, of an app main screen or of a social media page, performs better in terms of engagement and fluency of navigation (A/B testing).
- Identified the paths chosen by users, the average time on page, the number of page views, the exit pages, the user flow and many other crucial web metrics.
- Understood the processes, images, page layouts to change in order to improve the usability, message clarity, navigation flow and the user's emotional experience during navigation.
Anywhere in the world, on any type of device, you can commission BrainSigns to test your website, app and social media and gain unique neuromarketing insights.
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