Why
With a user study with eye tracking, we find both that which works well and what does not work with your site.
We find hidden conversion killers, areas that create confusion, search patterns and which parts are clear.
How
We recruit appropriate subjects and perform user studies that includes tasks, interview questions and eye tracking.
Usually, we work continuously with our customers where we test their site 2-6 times per year. Many smaller studies give much better results than simply doing one large study.
When
A user study should be performed during the development phase to get to a site that clearly communicates your message.
If you have an already established site, we recommend user research every 3-6 months. If your are rebuilding your site, it is particularly important to test your existing site!
Case studies
AMAZON
International project where Need Insight examined the behavior on amazon.com when looking for certain products and product categories in order to buy. Need Insight collaborated with the global market research company GfK.
Results: Both GfK and customer expectations were exceeded for how to analyze eye tracking data and increase purchasing power. Several new projects are already planned for 2017.
GLOSSYBOX
Glossybox wanted to improve the usability of their site. Need Insight performed a user study to find out how visitors experienced the site, if there are areas that lead to confusion but also which areas work well.
Results: After the implementation of the insights from user study could Glossybox measure clearly improved usability through: Higher CTR, lower bounce rate, and a conversion increase of nearly 50%.
SKANDIABANKEN
Skandiabanken wanted to get deeper insights into how visitors perceive their various product pages for both loans and savings. A user study was conducted in several other banks were compared.
Results: Insights from eye tracking study, Skandia insights about the areas that were already apparent and which needed redesigned for better usability.
UNGAPPED
MailDirect (now Ungapped) wanted to raise the conversion on one of their landing pages. After an eye tracking test, it was clear which communications visitors based their decisions on.
Results: A simple redesign based on eye tracking results konvereringen increased by over 100%.
JALBUM
jAlbum is a software to create web photo albums. The software is downloaded and installed on your computer.
Results: After a user study in which the entire flow tested from the site, software to the published album was discovered several major areas that caused confusion for users, which meant that a large percentage left without completing the creation of web albums.
FALCK
Falck wanted to increase the effectiveness of their campaigns and get more people to sign up for their roadside assistance insurance. Need Insight conducted a user study and presented the results in an easy to read report.
Results: After implementation, increased conversion of vägassistansförsäkringar with 15.53%.
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E-mail Jason McMillion på
jason[at]needinsights.com