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Comment les neurosciences peuvent-elles vous aider à booster votre conversion Multicanal?

Le Mobile et le Multicanal sont aujourd’hui des éléments incontournables de la gestion d’une entreprise. Ils représentent une part de plus en plus essentielle des résultats de vente.

Comprendre comment développer les interfaces utilisateurs optimales pour ces environnements fait partie des facteurs de succès pour tout manager qui perçoit où le futur nous emmène.

Découvrez comment les neurosciences peuvent vous aider à débloquer votre taux de conversion multicanal et comment EEG et Eyetracking peuvent réduire dramatiquement votre taux de rebond.

Le Mobile et le Multicanal sont aujourd’hui des éléments incontournables de la gestion d’une entreprise. Ils représentent une part de plus en plus essentielle des résultats de vente.

Nous commencerons par 45 min de présentation et enchaînerons par une table ronde où vous aurez l’opportunité d’échanger et partager avec d’autres professionnels confrontés aux mêmes questionnements que vous.

Guide the user’s look

It is possible to invite the visual system of a user to follow a pre-determined visual path on the screen. This can be achieved by placing focal points in a strategic manner. 

Gestalt - Ethias vs Axa

To illustrate my point, I will use two insurances sites: the Ethias site and the AXA site. 

Neuro-Visual Landscape - Focal Points

Focal points are the places our eyes will visit, as commanded by the brain, in order to find information. 

The visual pathway is the sum of the focal points our eyes have visited. It allows our eyes to go from one focal point to the other. 

An expert can draw a visual path within a screen that 80% of users will follow in order to perform an identical task. 

The placement of focal points is thus a strategic issue. As our brain will choose 3 to 5 focal points within an interface to build the “Netway Neuro-Visual Landscape™”, it is important to help the user’s brain when it is choosing its focal points. 

Many forces come into play when a designer is designing a screen. Two forces are the fact we read from the left to the right, and from the top to the bottom.

The other forces can be described using the Gestalt principles (I will come back to these in other posts). 

Neuro-Visual Landscape - Visual Flows

On the Ethias screen the focal points have been placed in order to generate a visual path that is for 80% predictable.

We have of course tested these visual paths with real users when we were building user scenarios. The results of the site? Sales have multiplied by 5. 

Let’s now have a look at the AXA screen. 7 focal points, only one more than on the Ethias screen. However, the visual paths are disparate, and have not been controlled by the designer. 

When I was creating the Ethias interfaces, I have used several techniques in order to let the focal points appear in a natural way: I have used spaces, geometrical zones, contrasts, colours, grouping, … 

For some techniques this means you put the Gestalt principles into practice. 

In the coming posts, I will talk about each Gestalt principle. 

Target User Experience …

At a conference, organized for the board of a European company, I specifically emphasized the importance of user experience when you want to succeed in building an online business.

Everything that follows is quite simple and plain common sense. Nothing revolutionary. But it is so easy that a lot of organisations seem to have forgotten all about it.

Target User Experience - Win win

An organisation has objectives to be met. In order to do so, it can use its means, either in marketing, IT, sales, hr, …

Who is going to allow the objectives to be met? The target group of course!

But the target group isn’t interested in a company’s objectives. It is there to meet its own objectives and no one else’s.

In short, the objectives of one party depend on those of the other party.

The equation is simple: in order to meet your business objectives, you should offer your target group the means that will help it to meet their own objectives. That’s what we call a win-win.

This means it is vital for an organisation to foresee the CONCEPTION when it is developing something (a product, a telephone helpdesk, a website, an e-mailing) in order to generate a maximum TARGET EXPERIENCE, which allows the target group to meet its objectives. This will indirectly allow the organisation to meet its objectives as well.

This point of view is vital: the business results of my team have only been possible because all means the organisation had at its disposal, with TARGET EXPERIENCE as a central point, was used as a means to an end: that of ensuring the relationship between Target and Organisation is a win-win.

In order to anchor the importance of the TARGET EXPERIENCE CONCEPTION, the analogy is the stem of a cherry is useful.

Target User Experience - Cherries Theory

If you take the stem of a cherry, the DNA of the two sides of the stem will lead to two cherries. In order for a digital experience to be a success, the TARGET EXPERIENCE and the CONCEPTION must be two fruits of the same DNA.

In nature, we can’t grow a cherry on one side and a tomato on the other. But in the business world, it is quite common. If an organisation conceives an experience that is disconnected from the users’ objectives, it will harvest something different than it had foreseen.

Target User Experience - Cherries and Tomatoes

It is this DNA ‘against nature’ that prevents organisations to realise their online objectives.

Target User Experience - User Manager Happy

The results can easily be observed. If an organisation is not satisfied with its online results, the overall target group probably hasn’t been able to realise its objectives in its dealings with the organisation. It will probably be able to do so with another organisation that has thought about TARGET EXPERIENCE CONCEPTION.

The fundamental notion that allows organisations to create a strong Target Experience is to understand human behaviour.

Target User Experience - 95% unconscious behavior

All principles of a successful TX Conception is based on the automatic analysis of human beings:

–       Current behaviour

–       Habits

–       Behaviour that the organisation wants to generate.

Neurosciences applied to digital, complement to the survey

The market in which organisations move, is constantly changing.

“83% of European surfers declare not being able to live without at least one online activity. 32% of them say they wouldn’t be able to live without e-mail and 96% admit doing less other activities because of the Internet.” (source: European Interactive Advertising Association)

Neurosciences applied to digital

“71% of French surfers think they move away from other media to use the Internet more intensively. 51% admits watching less television, 39% read less print and 30% listen to the radio less frequently.” (source: Association pour la promotion de la presse magazine – Association for the promotion of magazines)

Most studies confirm that the behaviour of clients regarding digital services evolves rapidly:

  • They want to study, analyse, find, buy where and when they want to.
  • They want advice whilst searching, buying,…
  • They look for the opinion of others with the same needs, whilst benefiting from personalised services.
  • They want the services to be easy, effortless, without any difficulty.

sources:

Neurosciences applied to digital

In this context of permanent movement, the “success of a company largely depends on the quality of its customer services. Good products are no longer enough: clients want follow-up, help and advice. And their needs must be met rapidly!”

source: http://www.pourlesnuls.fr/catalogue/1601-business/1602-entreprise/le-service-client-pour-les-nuls-EAN9782754018272.html

In order to meet the needs a client had expressed, an organisation must constantly adapt and guarantee an optimal user experience of the digital services in order to satisfy its clients/citizens.

Neurosciences applied to digital

Let’s take a simple example: several millions of people travel each day to go to work, during their free time,… If the online service with which to buy tickets isn’t simple, doesn’t allow to easily order a ticket, doesn’t give any advice, … then what will happen? This service will generate frustration. And who will be the winner? No one! Both the customers and the organisation will be on the losing side.

“Clients don’t do what they say or what we think they think.”

If companies want to be successful in their digital mission, they need to understand the needs of their customers and build adapted digital solutions.

During the creation, the organisations must test their projects with real customers in order to obtain feedback, measures of customer satisfaction,… To do so, they use quantitative and qualitative surveys.

And that’s the main problem: 95% of brain activity is non-conscious (not to be confused with Freud’s subconscious). To vulgarize: non-conscious means ‘in automatic mode’. So, only 5% of brain activity is conscious and can be put into words.

The consequence: when a company uses traditional quantitative and qualitative methods to ask their customers questions, only a low percentage of activity will be analysed.

Neurosciences applied to digital

Daniel Kahnemann, who has won the Nobel Prize for economy in 2002, states that “most of the time, customers don’t do what they say or think what we think they’re thinking.”

In other words, asking clients what they think or do when using a digital solution will only bring 5% of the answers related to their real interaction with the services in question.

That’s where fMRI (scanner) techniques come in. These techniques are techniques for analysis, for gathering data. They can’t introduce ideas into someone’s brain.

Neurosciences applied to digital

It is also important to understand that the fMRI doesn’t allow to analyse the thoughts, but only the functions (reading, understanding, emotions, …) that are shared by all brains. It allows us to find an answer to legitimate questions during the production of a digital service:

  • it the text easy to read?
  • do people understand the text?
  • are the visual elements complex?
  • And so on.
Isn’t the use of fMRI techniques manipulation, done in order to measure clients and to improve the user experience of digital services?

In order to guarantee maximum objectivity, let’s start by defining the term ‘manipulation’.

A manipulation wants to guide the behaviour of an individual or of a group in the direction one wants and without the subjects realising this is happening (based on definition in Larousse).

Neurosciences applied to digital

So, in order to speak of manipulation, three conditions must be met:

  • guiding the behaviour of someone
  • in the direction one wants
  • without the subject realising it.
    Information model vs. digital model

In order to explain why the use of neurosciences targeted at improving the user experience of digital services can’t be seen as manipulation, we need to understand the 180° turn that has been caused by the digital world in our societies as compared to the world of information.

The world of information is organised according to the concept sender – receiver:

  • The sender is the person who produces the message (the brand).
  • The receiver is the person who receives and decodes the message (the client).

In this model, the client doesn’t initiate the question. He receives information made by the sender. Based on this information, he can increase his knowledge of the subject.

Manipulation hasn’t waited for the arrival of neuroscience techniques to thrive in the universe of information.

Neurosciences applied to digital

An example of manipulation?

The former president and general manager of TF1, a French television channel, said one day: “In order for an advertising message to be noticed, the brain of the viewer must be available. Our programmes aim to make his brain available: entertain the viewer, relax the viewer to prepare him between two messages. What we sell to Coca-Cola is available brain time.”

The three conditions for manipulation have been met:

  • guiding the behaviour of someone
  • in the direction one wants
  • without the subject realising it.

More recently, a France 2 television team (French national television channel) did an item on neuromarketing. They guided the behaviour of managers of large companies in the direction they wanted in order to obtain information, without the managers realising what was happening. The three conditions of manipulations were once again met.

The French Government uses neurosciences to analyze pruchase decisions

The fact that the French government uses consumer neurosciences to analyse the purchase decisions and consumption decisions for food or that it uses neuroimaging to understand the alimentary decisions of citizens confirms the practical interest of Neurosciences applied to other than medical or scientific uses.

Neurosciences applied to digital

The digital world isn’t organised around the sender-receiver model but around the model of applicants and suppliers. This changes the foundations of the interaction between organisations and customers/citizens.

Neurosciences applied to digital

  • The applicant is a person that looks for, wants, and tries to obtain something from a supplier.
  • The supplier is the organisation that supplies a benefit to an applicant.

The organisation can no longer send a message that the client will receive passively. The client wants to easily perform a number of tasks. Organisations are responsible for giving their clients the adequate means. They ought to do this with brio because otherwise the client won’t be happy. The organisation is at the service of the client.

“Guide the behaviour of someone in the direction one wants”, is complex, not to say impossible, when it is the applicant who is in control and who decides what he wants to do with a digital service.

Myths and realities of applied neurosciences

Without complete information, neurosciences can be scary. But what scares people is the myth. Reality is completely different.

Neurosciences applied to digital

The myth is:

“To predict the reaction of the brain to a marketing stimulus (advertising, packaging). To be able to read and to understand the subconscious of consumers. To inculcate a message without the consumer realising it nor remembering it having happened.”

source: http://www.lsa-conso.fr/le-fantasme-du-neuromarketing,130326

Reality is completely different:

“neurosciences is, for the moment, not predictive. It only observes. It makes a map of the brain whilst the brain is being stimulated. Neurosciences just shows differences in cerebral activity. It shows which zones react most to an external stimulation. There is no subconscious zone in the brain. In spite of all our knowledge, the analysis always requires the cooperation of the subject.”

source: http://www.lsa-conso.fr/le-fantasme-du-neuromarketing,130326

Neurosciences and manipulation?

So, is it manipulation when an organisation uses Neurosciences techniques when developing a digital service in order to guarantee ease of use for the customer while he is performing tasks upon which he decides, on the site of the organisation and in order to get the best tips from the supplier?

In this context neurosciences don’t guide the behaviour of someone in the direction it wants, without the subject realising it. Quite the contrary: it measures real pitfalls in the use of its service in order to delete them and to guarantee a satisfying experience.

When this happens, both the organisation and the client/citizen are on the winning side.

Neurosciences applied to digital

Neuroscience techniques can help users:

  • To better study, analyse, find, and buy, when and where they want to.
  • To get better tips whilst looking for information, making purchases,…
  • To better use the advice of people with the same needs, whilst benefiting from personalised services.
  • To create an easy, effortless experience, without any difficulty whatsoever.

What attract the attention of users on a digital page?

Visual Attention is used to select important areas of our visual field (alerting) and to search a target in cluttered scenes (searching).

There are two kinds of Visual Attention :

  • Overt Visual Attention: involving eye movements
  • Covert Visual Attention: without eye movements (covert fixations aren’t observable). It is important to keep in mind that attention is also able to shift covertly to objects, locations, or even thoughts while the eyes remain fixated.

Changes in spatial attention can occur with the eyes moving, overtly, or with the eyes remaining fixated, covertly (Wright & Ward, 2008).

Prior to an overt eye movement, where the eyes move to a target location, covert attention shifts to this location.

For example, when a person is driving and keeping their eyes on the road, but then, even though their eyes don’t move, their attention shifts from the road to thinking about what they need to get at the grocery store. The eyes may remain focused on the previous object attended to, yet attention has shifted.

Covert Visual Attention is relative to characteristics of graphical components in the screen independently of the tasks, where Overt Visual Attention data depends to the task that people want to realize on a site. These two data are complementary.

Software Service like Gweezy modelize Covert Visual Attention where Eyetracking gather Overt Visual data.

Example of Overt Visual Data (free discovering of  eBay homepage) (source : Aga Bojko – Eye Tracking Without Eyes)

Heatmap_Tobii

Covert Attention prediction by Gweezy (source : Gweezy.com) :

Gweezy-Sun, 02 Dec 2012 10:53:01 GMT

Sources :

  • Hoffman & Subramaniam, 1995
  • Kowler E, Anderson E, Dosher B, and Blaser E. (1995) The role of attention in the programming of saccades. Vision Research 35: 1897-1916
  • Deubel H, and Schneider W. (1996) Saccade target selection and object recognition: evidence for a common attentional mechanism. Vision Research 36: 1827-1837

How to increase landing page conversion from 5% to 55%?

In an article, Vinay (CEO of sidelines, ex-Amazon Software Development Manager) shares the results of changes to the page.

I will analyse these differences in results using Gweezy (www.gweezy.com), an online service which enables us to predict certain human behaviours.

Preparing the analysis

Before any analysis can be done, it is important to take the time to define the objective or objectives that can be expected from the landing page.

In this case, the objective is the conversion of visitors, sports fans and members.

Once the objective has been fixed, we will be able to determine the main elements in the page to carry on this conversion.

Determining the main elements to be analysed, the AIDCA model

In order to gain user commitment, it is important to generate an exact behavioural sequence beforehand:

  1. to draw the attention of users
  2. to generate their interest
  3. to create the desire to go further
  4. to provide the confidence required

Gweezy | Website & Usability Analysis Tools

This behavioural sequence can be summed up as follows:

If I attract the attention of users, I will also generate interest and desire, ending up with confidence. Then I will have the most likelihood to generate action.

In other words: Attention + Interest + Desire + Confidence = Action

In this specific case, all the elements are present in both versions:

  1. a good quality photo to generate attention
  2. a “Follow sports together” text to generate interest
  3. desire will be generated by elements 1 & 2
  4. signing up is very simple, requires little commitment and is easy to understand

How can the difference in conversion results ranging from 5% to 55% be explained?

Carrying out the analysis

Initial Version

Take time to analyse the initial version using Gweezy (www.gweezy.com)

Gweezy | Website & Usability Analysis Tools

Gweezy | Website & Usability Analysis Tools

In Gweezy, I create three zones corresponding to behaviours that I wish to generate for users:

  • 1 zone based on the image that should be generated for attention and desire
  • 1 zone based on the test that should be generated for interest
  • and lastly, a zone on the action buttons.

I am currently using the Primary Impact tool that allows for the measurement of the visual impact of the various zones when the user discovers the landing page.

The most relevant zone is the Action zone (100%), then the Attention & Desire zone (58%) and finally the Interest zone (8%).

So why would a user commit to a site of which he/she has not visually perceived any interest?

The aim of this version is to generate Action behaviour without which users would not have perceived the elements required to take an Action decision.

Here is the corrected version:

Gweezy | Website & Usability Analysis Tools

I created three zones in Gweezy:

  • Attention & Interest
  • Desire
  • Action

And here are the results of Primary Impact for the corrected version.

Gweezy | Website & Usability Analysis Tools

It can be seen that the visual impact of various zones when the user discovers the corrected landing page is perfectly in line with the desired: Attention, Interest & Desire (100%) attract more user attention than the Action zone (64%).

Business data: Vinay and its team have gone from the 5% conversion level to reach 55%.

Would you like to try Gweezy?

You just have to use the following VIP Code: “VIPSIM” and then off you go!

Gweezy | Website & Usability Analysis Tools

What if web surfers don’t get to see the whole screen?

The contents of a screen are chosen and its layout defined in order to distribute the contents on a page with a cosmetic overlay being added to put the finishing touches to the screen.

Throughout the creative process, the designers working on the project are concerned with every element on the screen: every zone, every text, every colour has a meaning.

But what happens when an actual user goes on screen for the first time with a specific task in mind that he wants to carry out?

The emotional side of his brain is going to filter the information on the basis of summarised information captured in his peripheral vision with the objects on the screen having the most chance of satisfying his expectations, what is known as the process of attentional orientation.

The emotional side of his brain then informs the cortex about the interesting options to be analysed in detail. Thus the brain will direct the eyes towards the objects filtered as interesting in order to analyse the contents of these zones.

To sum up, while all the objects on the screen have been “viewed” by the brain, only a few of them will have the chance of being “examined” in detail.

But how do we know what objects are going to draw the user’s attention?

It is important to know that this attention is progressive with the brain directing the eyes to look for information on the basis of what has already been analysed and memorised by the user on screen.

If a user goes on screen for the first time, his attention will not be the same as the attention of a user who has already visited the screen previously.

In the first case, as the user examines the screen, his attention is guided by visual elements.

Let us take the following example:

The newpharma.be website is a site for selling medicines on line.

Gweezy on newpharma.be

By using Gweezy, an SAAS accessible on line tool, you can see the zones that are going to draw the user’s attention within the first few seconds.

After having downloaded the page in Gweezy with the aid of a plug-in, the user can identify the zones that he wishes to analyse.

In this case, he would like to know if using the main navigation tool with the text “What are you looking for?” and an ad will draw the user’s attention.

He then uses the “Primary Impact” tool, a highlight simulation tool, which enables him to identify the zones that users are likely to see in the first few seconds of their visit.

Gweezy on newpharma.be

It can be clearly seen that the question “What are you looking for?” is very prominent in the three zones. It will definitely draw the user’s attention while the main navigation and ad are hardly prominent.

He can then add the zones and continue the screen analysis. He adds the “All categories” title of the section to the zone to be analysed.

Gweezy on newpharma.be

So the zones that attract the most attention will then be “What are you looking for?” and “All categories”.

To know if this is suitable for conversion, you have to know what the main tasks are that users would like to carry out on this type of website and if “What are you looking for?” and “All categories” are the correct zones for analysis.

 

Gweezy | Website & Usability Analysis Tools

If you would like to try out Gweezy, please try the code VIPSIM which will give you access to the toolbox to carry out your own tests.

Gweezy started as an internal project at Netway (specialists in user experience for the last 15 years with knowledge of state-of-the-art techniques used in optimising the interface and the creative process using behavioural methodology, eye-tracking, neuro-imagery). In 2005, the company used it to enhance the efficiency of its own team.

The tools are based on mixed algorithms with actual user test data utilised by Netway in recent years.