Neuro-UX and experimentation: check-out experienced from a customer's point of view
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On April 20, 2023, the Emerce Conversion & Analytics conference took place in Amsterdam with the theme "Culture of Experimentation." The event was focused on sharing trends and developments in e-commerce and conversion rate optimization (CRO). Braingineers, T-Mobile, and Dentsu talked about the power of combining data analytics and neuromarketing research to gain new insights into check-out behaviour.
During the presentation, the importance of optimizing the check-out process, a critical part of the customer journey, was emphasized. The theme was "Neuroscience in experimentation" and focused on how data analytics can be enriched with qualitative data, in particular neuro-usability data, for getting a better context of the CRO roadmap and having the 'why questions' of consumer behaviour answered.
Braingineers explained how most decisions are made at the check-out stage on a subconscious level and how to capture that 'data'. Dentsu zoomed in on how CRO and neuro-based research data go hand in hand to better experimentation and T-Mobile gave concrete examples on optimizing their check-out process from a psychological perspective to make a big difference in conversion rates of their digital journeys.
The speakers discussed how data analytics and neuromarketing research can be combined to gain a deeper understanding of how customers experience a check-out process. By combining quantitative and qualitative data, it is possible to quantify and analyze customer behavior based on what they do in a flow. Neuromarketing research offers insight into the underlying psychological processes during the buying process. This information provides valuable input for A/B and multivariate testing and helps prioritize optimizations. Also, neuromarketing provides an excellent form of obtaining objective, quantified data in qualitative research.
It was illustrated that most testing environments are not representative of real-world scenarios. They explained that digital marketing professionals typically work with excellent internet connections, up-to-date hardware and software, and dummy data from customers in the checkout. However, the real customer experience may be very different, especially when it comes to sharing personal information or using outdated devices.
The entire presentation can be downloaded here (link).
Also, both T-Mobile and dentsu notified the audience about their vacancies in CRO / Digital Marketing:
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