5 Conversion Lifting Neuro Insights

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Presentation given at ThinkVisibility 6 covering usability and user experience surrounding Mega Menus, Mobile websites, visually rich content and content structure. Insights were supported by eye tracking and eeg footage.

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5 Conversion Lifting Neuro Insights

  1. 1. 5 Conversion Lifting Neuro Insights Guy Redwood founder of SimpleUsability Ltd September 2011 Twitter: @eyetracking Jumping off point: http://about.me/eyetrackingThursday, 8 September 2011
  2. 2. Agenda • Credentials • Background to our approaches • 5 bits of insight 1. Mega menus 2. Mobile websites 3. Improving mobile interactions 4. Improving banner/visuals 5. Content structure Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  3. 3. About us • SimpleUsability Ltd Founded in 2001 • Using Eye Tracking Systems since 2005 • Behavioural Research - User Experience & Market Research • Passionate about natural behaviour • Global work Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  4. 4. Some background to how we do things We find tradition research methods are usually rather rude • Interrupt users • Unnatural • Look at more stuff • Analyse their own behaviour • etc. Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  5. 5. Some background to how we do things • 90% of our research uses eye tracking • HATE, HATE, HATE them pesky heatmaps... (most of the time) • Advocates of retrospective methodologies s t • Participants RECALL behaviour ap ea m h • Surveys? il Ev • Who fills in generic surveys? • Remote testing? • What kind of person signs up for remote testing? • No control over session Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  6. 6. CES Some background to how we do things you to Non-invasive eye tracking (we’re quite famous for this) ates andrney on print Eye trackeremails, videos. Researcher view Eye Tracking StudioReviews Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetracking Thursday, 8 September 2011
  7. 7. Some background to how we do things We also monitor brain activity Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  8. 8. 1. Mega MenusThursday, 8 September 2011
  9. 9. Mega Menus First used by Amazon in 2006 (Lasted less than 12 months) • Conflict with traditional usability best practices Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  10. 10. Mega Menus Lazy way to solve Information Architecture issues Sub-headings detached from content One big sea of links Blue, Blue & Blue... Corporate brand guidelines don’t help Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  11. 11. Rage inducing Mega Menus Identity crisis.... it wants to go to rehab Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  12. 12. Rage inducing Mega Menus Identity crisis.... it wants to go to rehab Navigation aid or content? Content underneath menu is forgotten or ignored Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  13. 13. Rage inducing Mega Menus People read immediately down There’s nothing underneath inline with label. Brain says erm.... Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  14. 14. Rage inducing Mega Menus People read immediately down There’s nothing underneath inline with label. Brain says erm.... Do I go left or right ? Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  15. 15. Mega Menus... you’ll be reaching for the gun Hide & Seek menus Mouse clips the corner, menu changes. Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  16. 16. Mega Menus... something like this Hover, review, click, done! One natural glance, understands the category List directly under the primary nav label Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  17. 17. Mega Menus... something like this Hover, review, click, done! One natural glance, understands the category User has the option to look elsewhere List directly under the primary nav label End of a list is a good place for offers Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  18. 18. Finding a hard drive.... Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  19. 19. Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  20. 20. Buying a shirt..... Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  21. 21. Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  22. 22. A thermometer? Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  23. 23. Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  24. 24. 2. Mobile SitesThursday, 8 September 2011
  25. 25. Mobile Sites ouch.... needs flash Mobile is huge, don’t ignore it Think about the devices: • Who owns/uses them? • Blackberry users Vs iPhone users • How will they use them? • Unreliable connections • Short bursts • Specific features? • Hard coded buttons on HTC Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  26. 26. Mobile Sites Obsessively mobile aware sites can drive users potty • Allow users to get back to the full version • Let users pinch & zoom • Could be an ipad • Retain site features for regular users Full fat site Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  27. 27. 3. Mobile InteractionThursday, 8 September 2011
  28. 28. Improving Mobile Interaction It’s all fingers and thumbs • Minimise input • Optimise journeys • Big buttons & links with some space • Clear sign-posting • Don’t remove content • Users will expect to click on content • Minimise input Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  29. 29. Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  30. 30. 4. Improving Banner CTAsThursday, 8 September 2011
  31. 31. Calls to Action in Banners/Visually Rich Content It looks like advertising, smells like advertising... • People do click on adverts • Even during research (Audience gasps, cites dubious eye tracking studies, etc...) • Only relevant content gets attention • irrelevant content unsettles users • Visual Content orientates users Welcome to the bakery section....... Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  32. 32. Calls to Action in Banners/Visually Rich Content It looks like advertising, smells like advertising... Good CTAs Navigation built into promo/content Extravagant use of prime real estate? lets hide the link? Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  33. 33. 5. Content StructureThursday, 8 September 2011
  34. 34. Content Structure Settle and retain interest • Keywords, language and visual cues • First sentence is king • Bullets to outline content • Structure content in readable/scannable blocks Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  35. 35. Content Structure Settle and retain interest Blocks of scannable content Clear titling Clear CTA Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  36. 36. Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011
  37. 37. 5 Conversion Lifting Neuro Insights Guy Redwood founder of SimpleUsability Ltd September 2011 Twitter: @eyetracking Jumping off point: http://about.me/eyetrackingThursday, 8 September 2011
  38. 38. • Guy Redwood, founder of SimpleUsability http://www.simpleusability.com http://about.me/eyetrackingThursday, 8 September 2011

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