“Brainpeek has provided us with unique insights into the subconscious decisions of our users.”
In collaboration with Didy Bos, Senior Online Marketeer @ Greenchoice & Nick Schaperkotter, CRO Consultant @ iProspect
By doing neuro usability research, Greenchoice has gained insights into the subconscious experience of their users. These insights were used to set up specific A/B tests which resulted in positive uplifts in conversion.
Braingineers has conducted a Brainpeek test for Greenchoice to measure the subconscious experience of sustainably interested users on the Greenchoice website. As Braingineers has developed its own emotion analytics models, we are able to pinpoint the exact moments of frustration, joy, and attention. In combination with eye tracking, we can determine which elements on the website have evoked these emotions. Analysis of emotion data has led to several findings, which Greenchoice used as input for two A / B tests, which were designed and developed in collaboration with iProspect, partner of Greenchoice. Both of these tests have lead to both a higher CTR from the homepage (+ 2.93%) as well as an increase in final conversion (+ 7.92%). How did we come to these insights?
A good start is half the battle
The first impression when visitors land on a website is very important. The participants in this test, who were all interested in sustainability, wanted to switch to a sustainable energy supplier, and with that intention started their journey on the Greenchoice website.
When participants landed on the homepage, eye focus was almost directly drawn to the white window on the left with the text. However, the visual and value proposition on the right-hand side of the page (“Green energy for everyone”) was not seen by the participants – people in Western societies have a learned tendency to view information from left to right.. This gave the feeling of having missed some information (“Am I missing something?”), which resulted in a negative reaction in the brain; frustration.
Based on these insights, one of the suggestions was to reverse the orientation of the page; show the value proposition and visual on the left and the white window on the right side. The hypothesis behind this test was that when users first see the proposition and visual, they have a better idea of what Greenchoice can offer and then they are more encouraged to enter personal data (number of family members) and navigate further. This hypothesis proved true. An A / B test led to an increase in the CTR to the following page (product overview): + 2.93%. A higher CTR to the step thereafter and an increase in final conversion were also noticeable. A good start is half the battle!
The pain of paying
Another point of interest in the Brainpeek test was the sidebar in the check-out. This was because the in the sidebar, the purchased product was shown as a description with its USP’s, and Braingineers investigated how this element impacted the subconscious experience of website users in the check-out.
However, eye tracking showed, once again, that this sidebar was hardly seen by participants. What was interesting was that at the moment that the general terms and conditions had to be accepted, increased frustration was noticeable. From the feedback, participants indicated that they doubted whether they should subscribe or not – they were looking for certainty before they committed.
The image above shows that the price information at the top of the page was, however, no longer visible at this point, while this is very important at the moment. Users want to know exactly what they agree with. A suggestion was therefore to make this price information sticky, but also to show it along with the purchased product, together on the right side. This way a connection is made between the price and what is received in return. This meant that the price was shown, but in a way that it was experienced as pleasant as possible. With this, the pain of paying, the literal pain that is caused in the brain when one pays or has to pay, is eased.
This hypothesis was also tested by means of an A / B test. Again with very positive results. The certainty that users were looking for, increased the probability that they would register for Greenchoice. For the variant with the price and proposition on the right, the test showed an increase of 7.92% in conversion!
By doing neuro usability research, Greenchoice has gained insights into the subconscious experience of their users. These insights were used to set up specific A / B tests which resulted in positive uplifts in conversion.
To conclude, through neuro usability research Greenchoice was able to:
- Limit the impact of subjective user feedback that can be multi interpreted (the brain doesn’t lie);
- Make their A / B tests more successful because of exactly knowing which elements to test;
- Get insights into the why of dropout behavior which they saw happening in their quantitative data.