Braingineers User testing solutions Thu, 03 Nov 2022 09:17:19 +0000 en-US hourly 1 Braingineers 32 32 10 Common UX & Design mistakes Tue, 23 Aug 2022 12:39:37 +0000 The post 10 Common UX & Design mistakes appeared first on Braingineers.


10 common frustrations in UX Web design causing drop-off behaviour

ux frustration users

There are various analytics tools to measure website visitors’ behaviour, like Google Analytics, Hotjar, and A/B testing tools. Although they’ll provide crucial information on how people interact, convert, or drop out of a customer journey, they all lack one element: they won’t tell you why.

Data doens’t tell you the reason for bottlenecks or capture the user’s emotional experience. Yes, they tell you when people drop out of your funnel, but did you know that frustrations building up to that drop-out behaviour often starts earlier in the flow?

To capture this, additional (qualitative) research is required.

Having conducted thousands of neuro-usability studies of websites and apps, we see repetitive UX issues and Design flaws and users feedback on that. We’re happy to share 10 usability issues with a psychological explanation. Okay, here we go:


1. Pushy CTA’s

Persistence pays off, but when using pushy call-to-actions and/or suggestions, there are psychological factors that are usually overlooked.

Sometimes, being pushy triggers the opposite effect on your visitor: resistance. This phenomenon is called “Psychological reactance” and occurs when people are being influenced (too) strongly and experience the lack of freedom of choice.

By having a feeling of being forced into something, people respond with more extreme forms of resistance, leading to behaviour that is opposite of what’s intended. Therefore, pushy pop-ups or call-to-actions are in many cases ineffective.

Avoid an aggressive CTA-strategy and when making use of them offer more than one option to provide a choice. Also, emphasizing that it is up to the user to make a decision, helps to take away the earlier mentioned resistance.


2. Pop-ups at the wrong moment

It happens quite often to have pop-ups ask a user for feedback or validation, prior to having received any type of value from that website or app. An example is asking to rate or review an app in the App Store, immediately after it was downloaded (“Seriously? I’ve just opened it).

When timing your pop-ups, keep the ‘reciprocity principle’ in mind: people should receive something of value first, before they can give something in return.

Another user frustration in relation to pop-ups that we often come across is Chatbots. This is not related to the above, but they distract users from their current objective (the reason they are in your customer journey), thus preventing them from reaching their intended goal. 


3. Poor navigation structure 

Nothing’s worse than browsing a website and losing track of where you are, or, not being able to find your way back to the initial landing page. Users hate it and whenever we conduct a test it is a red flag.

Make sure that it is clear for users where they are and how they can return to previously visited pages. Use breadcrumb structures to facilitated navigation to previous pages, so that people don’t need to use their browser’s back button.

We also advise to have comprehensible page titles (and/or CTAs), and support those with proper iconography where possible to make it clear for users where they’re navigating to.


4. Confusing loading pages 

Most people think that long(er) loading times of pages or elements on a landing page are an issue. This isn’t necessarily the case.

However, it’s proven that when users don’t understand what exactly it is that’s loading, or why something is taking so long, they get frustrated. This is all about expectations management.

The solution is simple: show users what’s going on. Try adding an animated icon (like a circle, an hourglass being filled, minions at work …anything is okay). These ‘waiting-moments’ usually turn into positive emotions.

You can also put users at ease and inform them about what is happening: “Searching for stores near you”, “Checking bank details”, etc. This will give people the feeling that effort is made for them, making results more trustworthy.


5. Unclear search filters

Everyone knows that Search Filters are essential to online shopping. The goal, obviously, is to make searches more specific and user-friendly.

Still, we come across search filters that are unlcear. All the time! When people spend time wading through different filter options, trying to make sense of, it leads to frustration.

Try to minimize the amount of search filter options in i.e. dropdowns, add a search feature for direct / better findability, and add a “(de)select-all” option.

 Another common mistake is having unclear titles or jargon that people don’t understand, often related to technical specifications. Although perhaps relevant, it’s too difficult to understand for an average user (remember: you are not your customer).

Make sure that titles of filter categories are recognizable and easy to understand and manage expectations on what fits into a category. Avoid terms that are too technical, or, when inevitable, offer tooltips (i.e. a question-mark icon) to provide additional information or context.


6. Infinity scroll on PLP

Some websites choose to use endless scrolling on Product Listing Pages. Note that without pagination -or an alternative indication- users have no idea where they find themselves in this ocean of information and how much is yet to come.

Also, users need to scroll all the way back and search for that product they had seen before. Separating pages and adding pagination ensures you’re doing a better job at managing users’ expectations.


7. Add-to-Cart confirmation

When adding items to a shopping cart, sometimes it is unclear to users whether their add-to-cart action was successfully carried out, resulting into multiple clicks. This causes frustration -especially peaking when finding out that one had added the same item multiple times to the basket/cart). Best practice is to turn this into a visual, i.e. by automatically unfolding the cart and showing the item that was just added. You may reinforce this with animations or sound effects.

In relation to purchasing: you might be familiar with the term ‘pain of paying’ or ‘loss aversion’. Emphasize to customers what they’ll gain or receive (the product or service), instead of making a shopping cart focus on what they’ll be parting with (the cost).


8. Online forms: progressive disclosure

Sadly, checkouts are often annoying, but inevitable. Eliminating bottlenecks in this phase of the customer journey is key to minimize abandon-cart situations.

Because checkouts do not follow a uniform process, it is not always clear to users how many steps it takes to finalize their purchase. Adding a progress bar helps to manage users’ expectations. Offer transparency: this is the information we still need from you; this is where you are in the process, etc.

It is not uncommon for users to drop off during this phase, purely out of frustration, often because they don’t know how much longer it will take.

Cool neuro-tip: adding a progress bar also triggers the brain with the ‘need for completion’, stimulating a person to finish a task.


9. Online forms: feedback loops

​​Another trigger of (lots of) irritation with online forms is filling in fields incorrectly. By adding green checkmarks or marking form-fields green – also called inline validation – users get direct confirmation that they have filled out a field correctly.

Also, anchoring a page on forms when being filled out incorrectly, and marking elements with red, makes it easy for users to find the error and correct it.

Optimizing your online forms does not only prevent user frustration, it also ensures that your data for invoicing or shipping are processed correctly, saving cost of returns.


10. Too much information (FOMI)

Final bottleneck on this list is the amount of information websites are sometimes serving their users. There’s a general misconception about providing ‘sufficient’ information.

When informative texts contain many ‘read more’ buttons and/or hyperlinks, users may develop a sense of insecurity. This triggers the idea that they are missing more information, which is called “Fear of Missing Information” (FOMI: not being optimally informed to take a buying  decision). Result: a delayed purchase.

Structuring content properly when landing on a page helps users to have the feeling that they have sufficient information -but not too much-, enabling them to make a well-informed decision. Keep it short and avoid ‘hiding’ information in deeper layers on your website.


Biggest Frustrations in UX Web-design

Sure, we come across tons of other bottlenecks in UX design and we could easily create a top 25, but -apart from avoiding information overload- this article is mostly to encourage you to think about your own users and flows. As every website and target audience is unique, ensure to regularly conduct usability testing to better understand your (potential) customers, discover the why behind your quantitative data and to have input for optimization and A/B testing.


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TomTom GO Case Fri, 24 Dec 2021 16:07:34 +0000 The post TomTom GO Case appeared first on Braingineers.


TomTom Go Naviation: App/Playstore & App Onboarding optimization

TomTom Go Navigation


In addition to its navigation devices and in-car software for brands like BMW, Fiat and Opel, TomTom decided to compete with the mainstream ‘free’ mobile navigation apps with their GO Navigation solution. (note: there’s no such thing as a free lunch…). But how to win the hearts of the customer with a paid app? In this blog we’ll explain how App downloads & onboarding can be optimized with TomTom Go Navigation as a case.

Competitive landscape

Competing with the standard / ‘free’ mobile navigation maps by offering a paid alternative is a huge challenge. How to attract and engage (online) consumers? How to position the app and present and convey the added value and unique selling points?

TomTom embraced and invested in TomTom Navigation Go, an App with a SAAS business model. TomTom’s Growth Team (part of the global e-Commerce unit) carried out several analyses on the online customer journey, both on their website and in the App- and PlayStore.

Data showed that drop-off and conversion rates for landing, orientation, trial-downloads and app onboarding, needed to increase significantly. The Growth team was perfectly capable of determining the ‘what and where’ of these issues, but were looking for the ‘why’.


Neuro-usability testing

Together with Braingineers, TomTom set up a neuromarketing study with a range of neuro-UX tests to discover and explain bottlenecks and the emotional- and behavioral elements in the customer journeys. Goal was to increase AppStore & PlayStore downloads and increase trial conversions.  

(Neuro) Insights & UX Optimization

A range of key insights came out of the research (too many to cover in this case study), out of which the most important are:

  • Product overview pages AppStore/PlayStore.  Product pages appeared to contain too high information density, an unclear visual layout and lack of vistitor guidance. Emotion data showed that information processing required too much cognitive attention from visitors, often leading to drop-out behavior. This also negatively impacted positioning and information gathering so that TomTom Go Navigation’s unique strenghts did come across. Visitors did not feel the need for changing apps. Landing pages were optimized, product descriptions rewritten and better structured. This directly increased conversion with 5.3% in the Google Playstore. Visuals were also optimized to a more clear, sleek overview page, resulting in another +5% downloads.
  • Social Proof. Neuro-research showed that visitors had strong positive associations with the high app-store ratings, establishing ‘social proof’. These reviews were used and placed on the Product Page of TomTom’s website too, resulting in +92.8% CTR (redirects to the App/PlayStore, again boosting downloads).
  • App Onboarding. Installing the app had various issues, leading up to 70%. drop-off rates. What was going on here? The neuro-UX tests showed that user’s expectations had to be better managed (i.e. timing of trial period, pricing). Also, visualization of the onboarding had to be improved, such as progress bars and information snippets. Finally, the time for installing the app was used to eductate users on the app and its USPs compared to its competitors. These actions lead to higher engagement (app onboarding), also triggering the “Peak-end-rule”: the creatioa of strong positive element within (peak) and at the end of the journey, increasing overall brand perception.


Also check out this presentation about this case that was presented live at the Dutch Marketing Insights Event. 



Based on the collaboration and actionable insights, TomTom created a “CRO-Comic” (CROmic) where the test of the Google Playstore optimization was depicteed. 

TomTom CROmic Braingineers Testing

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Content Creators, don’t be afraid of data! Wed, 06 Oct 2021 13:32:34 +0000 How can neuromarketing help creative content producers to optimize their videos? Long read on how neuroscience and technology helps to better capture viewers' attention and to maximize emotional impact.

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Content creators, don't be afraid of data!

Internationally awarded (neuro)video campaign

(also published @ Marketing Facts)

With the acceleration of digital media over the past decade, advertisers have shifted their attention to online channels. But how can you capture consumers’ attention of when they spend an average of seven hours online every day? The advertising industry is battling in an attention economy. Users are absorbing massive amounts of information, their brains working overtime to process it. Ensuring an attention-grabbing video ad with the desired impact on the viewer is a challenge.

Recently we conducted a neuromarketing assessment on a (now award winning) campaign for Anouk Last from LifeHunters. With video pre-testing, she wanted to optimize attention and emotional impact of the video in this campaign. It turned out to be an interesting conversation when asking her why pre-testing isn’t standard procedure in online advertising.

Data shy

With the consumer at the center of the (evolving) data age one would expect that content creators would use any new technology to figure out how to best capture and hold attention. However it appeared that many content creators, particularly in the advertising world, are not embracing that. Reason? It would disrupt creativity and originality. Data would prevent creative people from doing their work properly.

Subconscious consumer behavior

Anouk advises content creators to be more open to technological innovations: “The battle for attention has never been fiercer, and effective content optimization is crucial if you want to guarantee that videos reflect the right brand message. It is important that viewing time is as long as possible so that the message is better understood. An excellent way to achieve this is by applying neuromarketing research, preferably during the creative process.”

“Online advertisers cling to traditional viewing research” – Anouk Last, Lifehunters

Already almost two decades ago, scientific research² showed that 95% of all human cognition takes place in the subconscious brain. Brand attitudes, purchase decisions or other consumer behavior: it has little to do with rational considerations. In the meantime, neuromarketing is evolving. Yet online advertisers stick to traditional audience research. When you want to increase the emotional impact of content, why the limitation of rational measurements?

Anouk: “Data shyness ensures that the online advertising industry does not reach its full potential. By not moving with the data age, content creators are likely to indirectly jeopardize their own profession.”

Creative concepts

Early on in her career, Anouk noticed that if any research into video content was done at all, it was based entirely on surveys and self-assessment studies. Such methods do not give a reliable picture of what viewers genuinely feel, because of the high chance of ‘bias’, such as socially desirable behavior. They only measure conscious, rationalized and filtered perceptions. This made Anouk turn to neuromarketing research, a  qualitative research method combining behavior- and emotion detection equipment with neuroscience and psychology. By combining EEG and eye-tracking data, for example, you can see which scenes and/or video elements trigger emotions and how it affects attention (‘cognitive load’). It gives an objective insight into the viewer’s subconscious emotional experience that is ideal for video optimization.

‘Emotion data vs. video concept

“Neuro-video testing allows you to see which elements make the most impact or which scenes are more effective than others and why,” Anouk explains. “With these insights, you can optimize in a targeted way. And it’s perfectly possible with the existing material that was already shot: sequence of scenes, blurring, highlighting, adjusting visual cues, lie colors or brand logos; it doesn’t detract from the creative concept. On the contrary: it enables you as a content creator to make the concept even better. Emotion data does not direct the concept of a video, it’s the perfect tool for fine-tuning. You get better insight into what resonates with the target audience and at the same time you staying true to the creative concept.”

 Successful completion

One campaing where Lifehunters used this technique is the (Dutch) “Time for each other” campaign for Libelle. It was launched to make women more aware of what the Libelle brand has to offer, and to encourage couples to spend more time together. To gain insight into emotions the video triggered, it was analyzed both on scene level and as a whole. It appeared that the video would make significantly more impact if the opening scene had a lower deterrent effect.

Participants (women, aged 30-50), also indicated that they didn’t understand certain scenes and that they lacked personal involvement as a result. Also, the level of intimacy wasn’t well represented in several scenes, causing frustration from time to time. “These are just a few examples of what emerged to use as input for optimization of the campaign.”

The effort paid off: the campaign won the (internationally acclaimed) Golden Stevie Award in the category ‘Marketing Campaign of the Year’.

 Data-driven creativity

Anouk is convinced that online advertisers need to master data-driven insights if they want to take their video content to the next level. They don’t need to be afraid that their concept will be ruined by data. “Neuromarketing offers suggestions for video optimization, while keeping the creative concept intact. You could actually call it data-driven creativity.”

Sources: ¹ Kemp, S. (2020, January). Digital 2020: 3.8 billion people use social media, source/link. ² Zaltman, G. (2003). How customers think: Essential insights into the mind of the market, Harvard Business Press.

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Anticipated regret Thu, 26 Aug 2021 14:46:49 +0000 The post Anticipated regret appeared first on Braingineers.


When people make decisions, they predict what the outcome will be like if they decide to take action

They also consider how they would feel about the specific outcome. If people predict that the specific outcome would be unsatisfactory, they feel a sense of regret – the regret that they will feel if they do make the decision to take action and the outcome turns out to be unsatisfying. This prediction of experiencing regret is called anticipated regret.

The aversion to regret is so strong that people are even willing to give up material gains (eg. money or other incentives) in order to prevent future regret. It causes people to choose safe and familiar options and avoid risk. On the edge of making a purchase decision it can be crucial for visitors to keep feeling ‘safe’ after purchasing the product. By reducing targets’ anticipated regret about buying a product (or creating anticipated regret about not buying a product), marketeers can increase their willingness to buy.

How to apply?

  • Reduce visitors’ anticipated regret by offering solutions such as price guarantees or satisfaction guarantees. Anticipate regret is a common reason for people not to buy something (for instance, thinking that if they buy something today, they might feel regret when they see the same item being sold somewhere else for a lower price).
  • Restrict the amount of options that visitors have to choose from. With many options come increased anticipated regret, as the chance of picking the “best” product gets slimmer and the chance of missing out on a better product increases.
  • For products with a high rate of innovation – focus on the hedonic benefit – stressing that it will not be outdated anytime soon.
example neuro usability insight 18

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IKEA effect Thu, 26 Aug 2021 14:12:10 +0000 The post IKEA effect appeared first on Braingineers.


People value products more if they played a role in the creation of the product

“The IKEA effect will create stronger bond between the user and the product. The effort that users will put into completing the product to a complete state will transform into love for that product. The subjective value will be higher in comparison to a product that hasn’t cost any effort”
– ‘Nikolov, 2017’

The IKEA effect is a cognitive bias that explains how consumers place a disproportionally high value on their products they partially created. Besides the fact that people who buy customised products are more satisfied with their purchase, they are more involved with the concerning company, return to the website of the company more often and show a higher lever of brand loyalty.

How to apply?

  • Give visitors the option to customize products. Even if it’s a little customization.
  • Enable visitors to customize the user experience of digital products.
  • Keep a good balance between effort and customisation.

Two examples of websites where you can ‘create’ your own product:

neuro usability ikea effect 19 example

If case you’re interested in reading more about this, we can recommend this article (long read) from the behavioral economics and consumer psychology hub for marketers, InsideBE.

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Affect heuristic Thu, 26 Aug 2021 13:48:48 +0000 The post Affect heuristic appeared first on Braingineers.


The emotional state of an individual can subconsciously influence their decision making

Affect Heuristic
Research tells us that people in a positive mental state are more likely to perceive potential risks as low, and are thus more likely to try new things. On the other hand, when individuals are in a negative mental state, the opposite is true: they tend to evaluate risks as higher than they really are, and subsequently make more conservative choices.

How to apply?
This effect suggests that (new) customers are more likely to purchase if they are in a positive mental state. Methods to induce a positive mental state in customers during the purchase process include the following:

  • Ensure design of the website does not induce frustration through poor aesthetic choices.
  • Humans are wired to mirror the emotions of others, so incorporate visuals of people displaying ‘happy’ emotions (smiling, laughing etc. in conjunction with product use). This will also reduce perceived risk of a purchase.
Neuro usability #44 Example 1

Tours&Tickets used the affect heuristic by showing various photos of smiling customers.


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Case: Greenchoice Fri, 20 Aug 2021 13:17:49 +0000 The post Case: Greenchoice appeared first on Braingineers.


“Brainpeek has provided us with unique insights into the subconscious decisions of our users.”

Greenchoice logo

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.

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Case: Centraal Beheer Fri, 20 Aug 2021 13:03:25 +0000 The post Case: Centraal Beheer appeared first on Braingineers.


Discovering user insights we could never have found with any other testing tool

centraal beheer

In collaboration with Martijn van der Voort, CRO Specialist @ Centraal Beheer.

Based on a finding from a Brainpeek test, Centraal Beheer found a frustration bottleneck on the insurance overview page. An A/B test has run and shown an overall conversion increase of 14%.

Brainpeek tests

Martijn van der Voort is Conversion Specialist in the digital team at Centraal Beheer, which is continuously analyzing and improving the user experience of their website and apps. Before the summer of this year, Centraal Beheer requested a Brainpeek test regarding their sales flow for car insurances. During this test, 10 participants navigated, on a smartphone, through their website and were given the task to look for a suitable insurance for their car. Whenever they found one, they could purchase one.

Based on the emotion data of the 10 participants, one of the main findings was that multiple participants experienced high attention and frustration levels when deciding on suitable insurance for their situation. The participants’ neurofeedback explained that its reason was the decision making and the unclarity of the information needed to do so: “I thought there was a lot of text here. Also, there was a preselected insurance which I did not choose and it was unclear for me why this one was selected.” says one participant.


When the participants had to make a decision, they expected to be supported and would get advice from Centraal Beheer, because they filled in information about their car before getting to this page. Although there was one insurance pre-selected, there was no explanation on why this one was selected, and whether it was based on their information. 

This resulted in that participants got a feeling of not being helped through the process and causing high frustration levels. On the bottom of the page was information about the pre-selected insurance, but because it wasn’t visually clear that this information was shown there.

centraal beheer case

Suggestion & hypotheses

One suggestion was to move the explanation of the pre-selected insurance package closer to the package itself. This way it would be immediately clear to visitors why a specific insurance was pre-selected, so that they feel helped and supported in their decision making.

To test the hypotheses, Centraal Beheer & iProspect developed an A/B test with the following variant:

centraal beheer case


The A/B test showed a significant postive impact for the variant with a conversion increase of over 14%!

“The Brainpeek test really helped us discovering user insights we’ve couldn’t have found with any other testing tool. Together with iProspect we’ve created several a/b tests based on these insights. The results we’re overwhelming. At Centraal Beheer testing is part of our DNA. Delivering the best on- and offline experience for our customers is what drives us. The Brainpeek test is our latest addition to our testing methods to achieve that goal.” – Martijn van der Voort

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Case: Asics Fri, 20 Aug 2021 09:34:27 +0000 The post Case: Asics appeared first on Braingineers.


How ASICS saw its conversion increase by 40 percent through neuro-usability research

Asics Logo

Thorough research into the usability of your online services pays off. An optimization project for the Shoe Finder tool from global sports brand ASICS broke even within 20 days and resulted in a spectacular boost in online conversion.

 How can a store shopping experience with an experienced employee be translated into an online environment? That was the challenge that ASICS, Europe’s No. 1 manufacturer in stability running shoes, tackled about 2.5 years ago. Customer insights within ASICS showed that online visitors required a tool to find their perfect running shoe. No less than 80% of all runners wear the wrong shoes. This is how the idea for a product finder tool on the ASICS website came into being.

ASICS Shoe Finder

And so the first version, an MVP, of the ASICS Shoe Finder was born. A tool embedded in the ASICS website that allows you as a visitor to answer 4 simple questions – comparable to those of the employee in the physical store – to find the running shoe that best suits you and your running goals. Shoe Finder 1.0 quickly turned out to be a good online alternative to the offline shopping experience.

The impact of COVID-19 on running

Rick Hoving, Sr. Ecommerce Manager at ASICS EMEA, found that the Shoe Finder 1.0 could use a few more optimization steps regarding conversion, traffic, dropout and bounce day. So ASICS and Crobox, the ecommerce product intelligence party with whom ASICS already collaborated, decided to improve the Shoe Finder in early 2020. Subsequently, when the COVID-19 crisis hit, that necessity suddenly became much urgent. After all, besides home workouts, running became one of the most popular exercises during lockdown, as gyms, sport clubs and outdoor group lessons were closed.

The triptych collaboration

After various experiments by Crobox in the field of dynamic messaging, profiling and content improvement, various components have significantly improved. However, the MVP Shoe Finder was a hard-coded tool. This meant that relatively little could be optimized in a simple manner. This required considerable development efforts, which was not an option at the time. To catch the momentum, Crobox proposed to create an all-new Shoe Finder, within just 6 weeks.

Shortly prior, Braingineers had established a partnership with ASICS. Braingineers, a Dutch scale-up, conducts research into the emotional experience of users by means of neuro usability research. The partnership created the opportune moment to create a new tool based on quantitative, technical, psychological and emotional data. This marked the advent of the collaboration between ASICS, Crobox and Braingineers.

Getting to work

Based on acquired insights from Crobox and the quantitative data insights from ASICS about the Shoe Finder and its platform, a neuro usability research plan was drawn up by Braingineers. The Shoe Finder 1.0 was subjected to research on the question of how the user experiences it on an unconscious emotional level. By using EEG, a headset that translates electrical activity in the brain into emotions using an emotion detection algorithm, a neuro usability study was conducted to map out where unconscious bottlenecks in the emotional experience occurred while using the Shoe Finder.

The study showed a number of striking insights:

  • The product category “Trail running shoes”, which was not part of the initial ShoeFinder, turned out to be a desirable part of the Shoe Finder
  • Certain questions from the Shoe Finder were insufficiently understood by users
  • A specific type of font used in certain parts of the Shoe Finder appeared to have a negative influence on the usability of the ShoeFinder; it was hard to read and the font distracted from the purpose of the tool.

The result of the ShoeFinder was found not to match the user’s goal. The study showed, among other things, that users had difficulty understanding the Shoe Finder’s results. This page should be the outcome of your search for the perfect running shoe, but users were offered too many choices or too few, and they didn’t realize that the results were based on filtering. 

All these insights were translated from the science of psychology into concrete recommendations for adjustments. Subsequently, in consultation between Braingineers and Crobox, these recommendations were converted by Crobox into concrete designs for the ASICS Shoe Finder. After 6 weeks this resulted in the new ASICS Shoe Finder, called Shoe Finder 2.0.

The results

ASICS achieved unprecedented results in a relatively short period; the break-even point was already reached within 20 days of implementation of the new tool. The entire investment to realize the Shoe Finder 2.0 was thus justified. An unprecedented ROI after just 20 days. The Shoe Finder has since been online and has shown a conversion increase of no less than 40%.

How did ASICS make their data more human?

As Rick Hoving describes it “At ASICS we have an unprecedented amount of knowledge about shoes, running and its effect on the human body. By combining that data with ASICS’s quantitative online data, the neuro usability data and the insights from consumer psychology, we arrived at the perfect combination. This allowed us to place technical knowledge and data in the light of human behavior and the psychology behind it. It has led us to this improved Shoe Finder and with it, beautiful results. ”

By working this way, ASICS was able to realize an improved tool that is not only easy to use, but also incorporates the understanding of human behavior in order to arrive at the most desired result for the user.


Next steps

The ASICS Shoe Finder project has exceeded several KPIs on expectations and is currently being scaled up. This means, among other things, that the tool will be further optimized based on behavioral data. Another neuro usability test has recently been performed on the Shoe Finder 2.0 to provide qualitative insight into how the 2.0 version scores on the objective; emotional experience. In addition, the ‘giftfinder’ was launched in December 2020 and Asics will start actively implementing product finders for other product categories (such as tennis, indoor, sports). In 2021 its own app will be built.

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FullStack Developer (Medior/Sr. – Full Time) Wed, 11 Aug 2021 12:30:27 +0000 The post FullStack Developer (Medior/Sr. – Full Time) appeared first on Braingineers.


Full Stack Developer (medior / sr.)

braingineers logo

We are currently looking for a (NL based) full stack developer, who has a focus on front-end, to join our product team and build scalable new emotion analytics software with us.

Who are we

Braingineers is a scale-up company and front-runner in neuro intelligence. Our focus is to map bottlenecks on our clients websites, applications and videos, but in a non-traditional way: by combining technologies like eye-tracking, EEG (neuro-measurements) and artificial intelligence we look into the brain of consumers to unlock valuable insights in their emotional experience.

We invented the neuro usability method, based on complementing emotional highs- and lows with user feedback. This method eliminates the problem of subjectivity in user data, which is a challenge in traditional user experience research. Braingineers offers this methodology in the world’s first emotion analytics platform: Brainpeek. These insights result in award winning website optimizations, conversion increases, and improve our clients A/B testing success ratio.

Your responsibilities

  • Developing main parts and structure of the front-end
  • Developing basic parts in the back-end and making sure FE and BE works together perfectly.

You will work closely with the product team. There’s our founder, who’s putting together ideas and designs for product development, and discussing these with two experienced full stack developers who have developed and released multiple products already within Braingineers.

What we offer

Apart from selling a cool service/technology in a young industry (neuromarketing, user experience) you’ll be working in a dynamic workplace at an exciting scale-up company. Braingineers has gone across borders and with our upcoming innovations in early 2021 we will further internationalize the business with new exciting (global) brands. In this setting you can make an impact on our company’s growth. The Braingineers team works closely together with a team-players mentality, supporting each other’s success. Braingineers has an unlimited holidays policy, so you get rested well when working hard.

About you

  • Team player (!!)
  • Open minded
  • Medior / senior level (4+ years of relevant experience)
  • Full Time availability
  • Willing to learn and teach
  • Self-managing
  • Proactive
  • Living in The Netherlands

Your skills

  • VueJS
  • Rails
  • Python
  • Postgres
  • Redis
  • Docker

Ready to apply?

Send an email with motivation and resume, to

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