A prominent internet retailer wanted to test their website for improvement. The study was able to detect the website was losing sales due to the lack of attention the pricing button was receiving. Through eye-tracking, a new location and new enhancements were identified for the pricing button. The EEG(electroencephalogram) also identified what elements should be changed to create more engagement. The changes made the website more user friendly and increased profitability.
The test was designed to help the health retailer understand which packaging design was the most profitable. The findings showed that packaging size does matter. Participants were more attracted to and spent more time looking at the larger packages. Color also matters. Changing the color on two of the same packages changed people thoughts on the product and their time spent looking at the package. Participants didn’t like packaging that had too much information on it. These packages were found to be too busy and required more viewing time to understand the package messaging.
Are billboards effective? The UVU SMARTlab set out to find the answer with eyetracking and an EEG. The findings showed that people don’t look at billboards as long as previously thought. Digital billboards got more attention than static billboards. This being said, digital billboards can make drivers irritated due to how frequently they change.
A study was conducted on a notable showroom floor to identify what components were effective. The eye-tracking data was able to capture what objects were attractive, not attractive and distracting. Bright lights positively got attention leading individuals to view vehicles. Floor signage were overlooked. And vintage cars were distracting inhibiting the mental sales process. The findings also showed that people fell into 2 different behavioral groups based on how they observed the showroom floor. For example, one group called the "sitters" the digital signage was effective where as the prior group “strollers” digital signage did not get attention.
A large business conducted an eye-tracking and electroencephalography (EEG) study with participants viewing and interacting with the website. Participants were given time to familiarize themselves with the website then they were given four tasks to complete.
The results showed that there was a spike in frustration when participants were asked to checkout because the checkout button was difficult to find. It was suggested that the checkout button be moved to the bottom of the page; increasing the ease of the purchase process.
A popular nonprofit company wanted to know what components of their print advertisements were effective in capturing viewers attention. One of the printed advertisements had a celebrity on it and the other two had children on them. Participants said they related to the celebrity as a mother, but were detracted by her wealth. Most participants said they preferred the children based adds rather than the celebrity. The stories of the children were most engaging to participants.
A professional pharmaceutical sales representative wanted to measure subject’s emotional response to salespeople. There were two different pitches given. One was normal, the other pitch was similar, but contained a lie. The first pitch was found to have the majority of subjects have some contemp. With further investigation after reviewing this data, it was discovered the contemp was rooted in the way people perceived sales people as a whole. The pitch with the lie showed through facial coding that subjects were able to pick up on this strange statement, which was not easily detectable without facial coding. During the second scenario, technology measured high levels of confusion, contempt, frustration, and sadness.
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