Neuromarketing in Business by Unknown

Author:Unknown
Language: eng
Format: epub
ISBN: 9783658351854
Publisher: Springer Fachmedien Wiesbaden

8 Application Examples

It’s clear to everyone that – compared to the desktop – the smartphone decisively shortens the paths between impulse (I need winter shoes) and action (I’m going shopping). The smartphone is online and physically available at almost any time. Unfortunately, this advantage is often squandered by unfavorable design. Numerous emolyzr studies have shown that the emotional impact of a website is still less favorable on the smartphone than on the desktop. In one of these studies, we asked the test subjects of a user group to interact with a bank’s sales page on the smartphone. Various tasks were assigned (e.g., search for the offer for a depot and make a contract). A situation was simulated that was as close as possible to a natural interaction. The respective test person had the smartphone in hand and could move freely on the pages. During this interaction, gaze behavior and emotional reactions were recorded. By analyzing the emotional reactions, structural and procedural weaknesses were identified. In one task scenario, for example, it became clear that the structure of the menu had an unfavorable effect and that there was irritation in dealing with the input mask during the transition to the ordering process. After the recommendations for action gained from these insights were incorporated into the redesign, the number of contracts established via this sales channel doubled.

An insurance company wants to sell more products directly via its existing website and has commissioned an agency to revamp the site in this regard. After the relaunch, sales collapse. The person in charge has the website’s emotional impact measured on a mixed group of 22 test subjects. In one scenario, the test subjects are asked to search for a local sales representative; in another scenario, they are asked to buy a car insurance on the website. While the test subjects perform their tasks, their emotional reactions and eye movements are recorded several times per second. These data are then visualized in space and time. Based on the visualization of the measured emotional impact, a number of unfavorable elements are identified. For example, the role model used at the beginning of the order section has an unfavorable emotional effect (especially in female test subjects); especially the first part of the search mask leads to extremely unfavorable reactions on the level of emotions and gaze behavior; the wording of the claim on the order page has an irritating effect; etc. The findings were validated through interviews and translated into recommendations for action. After the resulting recommendations for action were implemented by an agency, the sales distributed via the website and the contact inquiries increased significantly (Fig. 2).

Fig. 2Use case digital insurance industry. Two different designs of the digital sales channel (top) are analyzed using emolyzr and the emotional impact is visualized (bottom)

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