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“Internet Explorer is a compatibility solution. We’re not supporting new web standards for it… [developers] just aren’t testing for Internet Explorer these days. They’re testing on modern browsers.” – Chris Jackson, Principal Program Manager, Microsoft

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is biometric testing the secret to online success?

It’s often a central business objective: maximise conversion rates and profit. But to do this successfully, you need to understand your consumers’ behaviour. Do they engage with the parts of your website you want them to? Do they respond positively to your website features? Is your website creating a negative user experience? Why and when do they abandon their shopping cart?

Biometrics can provide the answers to valuable questions through pioneering technology, and you can feed these results directly into your CRO strategy to ensure a positive UX. If your website isn’t offering a positive shopping experience, it could be a barrier to customer loyalty - a goal that all businesses should be striving to achieve. Simply put, customers return to brands that make them happy. As well as your services or products, creating a memorable and enjoyable UX is an important part of making consumers happy.

what is biometric testing?

Although biometrics are becoming increasingly common in our day to day lives, (think facial recognition, fingerprint ID and voice recognition) there’s still something eerily futuristic about them. Biometric research methods are being used more frequently to enhance UX testing, helping businesses understand customer’s online behaviour better than ever before by tapping into their unconscious reactions and emotions. We use market-leading biometric testing methods to conduct insightful research which allows our clients to optimise their webpages, these include:

  • Facial Expression Recognition: Recognising a user’s facial emotions based on whether they like what they’re seeing, basic emotions and as many as 15 varying facial expressions. Real-time recognition exposes your user’s natural responses at each point of their purchase journey.

  • EEG (Electroencephalography): EEG allows us to capitalise on our brains electric signals which we use to communicate. Using this method, we can investigate what is happening in a user’s mind when they are interacting with various parts of your website.

  • Eye Tracking: Monitoring what your users are looking at and when, eye tracking maps their movements as they view your site. Heat maps can then be used to show the areas of your pages that are gaining the most/least attention.

  • Pupil Dilation: Like eye tracking, pupil dilation can measure how hard your brain is working. Teaming this with eye tracking, we can create an understanding around which areas of your website your users are struggling with.

  • Galvanic Skin Response (GSR): Emotions aren’t always shown through our expressions. GSR measures emotional responses through your skins electrical currents making it a great tool for picking up on reactions that people are unaware of.

the benefits of using biometric testing

Today, people expect a positive purchasing journey. Battling within saturated and competitive markets means it’s getting harder and harder to not only capture but keep the attention of your audience. Conducting research is a key component to creating a first-class user experience, and biometric testing can help you achieve just this. It delves deeper than the top-level opinions of your users, analysing natural, irrational responses and how a person feels to gain genuine feedback. Analysing emotional data including characteristics, behaviours and emotions, marketers can harness the power of biometrics, equipped with the insight as to how users interact with their website, and holding the knowledge to enhance their customer’s journey, making your website more intuitive, responsive and enjoyable.

how is biometric testing changing UX and CRO for the better?

As quickly as the digital world adapts, so must we to keep up with it. Traditional marketing techniques can only go so far in providing relevant insight. People can tell us what they think but tapping into the way they feel gives a whole new angle and understanding. Humans are irrational by nature, as a result, biometric testing holds a level of perception that gives a full understanding of how your customers engage with your website, their genuine thoughts and behaviours.

Using market-leading biometric testing methods, rich data can be provided feeding directly into your UX decisions and CRO strategy, in turn, helping to remove barriers to conversion. This is the first step towards providing the best possible ROI by catering directly to your audience’s primary emotions.

should you be using biometric testing for your website?

In short, yes! Biometric testing adds a whole new level of insight and understanding behind your website’s performance. What isn’t to love about that? As customer experience is growing in importance, your user emotions are only going to grow in importance too. The results gained from biometric testing merged with traditional research methods allows us to gain a comprehensive, truthful understanding of where your website may be underperforming, providing invaluable insights into conversion barriers.

Biometric testing is one of the few ways we can gather reliable, honest insight into exactly how a user is feeling. Using these methods, we can dig deep and uncover what really appeals to your consumer’s emotions. This data-driven insight identifies opportunities to optimise your website and ultimately improve your bottom line, creating a memorable UX that will stand out within the saturated crowd. If your aim is to increase conversion rates, it’s a technology you can’t afford to ignore. For more information on biometric testing, CRO and UX, contact the team at equation.

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