We get into the heads and hearts of your customers to understand what drives them. Leading neuro-scientists will even track your customers’ brainwaves as they browse.
1: What are your customers’ emotions and motivations?
Do you know what triggers customers to buy from you? How they view your offerings and service? Why they leave without buying? And where you should be trying to improve?
Finding out is all about asking the right questions. We use:
Customer intent survey
We survey your customer database to uncover what’s driving their behaviour: why (and why not) they are purchasing from you. This type of research uncovers broader responses than we can gain from analysing just your website. It might be that a competitor is gaining ground or consumers are tightening their belts in your purchase category.
Net Promoter Score (NPS)
This is about setting a benchmark for where your business and brand sits in the eyes of customers compared with competitors and the broader industry. It’s an internationally-recognised score that’s used to measure and improve the user experience. The key question in the NPS? How likely is it that you would recommend [brand] to a friend or colleague?
2: What are your competitors’ strengths and weaknesses?
You can be sure that if website visitors are looking at your site, they’re also looking at competitor sites. So we review the main competitor sites to highlight how you can capitalise on your stronger points and overcome your weaker areas.
- Competitor SWOT analysis
3: Understanding your online customer personas
Customer personas help us narrow down which customer segment/s to focus on. Our UX designers work with you to create market segments and understand the behaviour of each.
- Market segmentation
- Relevant customer personas
- Detailed behaviour analysis
4: Empathy – In-person focus group
Why aren’t customers converting? We never assume anything, instead using research to delve deep into customer motivations, anxieties, values and desires.
We use an in-person focus group because there’s nothing quite like sitting down with a customer and letting them at your website. We recruit from your primary demographic, and hold a recorded online shopping session. This includes a pre- and post-interview and recordings of both guided and non-guided tasks on your site.
- A detailed report outlining the reasons why your website visitors aren’t converting and their thoughts about your competitors
- Raw data from the research sessions, including video recordings
5: Neuro Marketing – EEG focus group
We said we’d get into the heads of your customers… and we meant it. Self-reporting is one thing, but it’s not always reliable. So we use EEG software to map and record the brainwaves of your clients as they view your site, and competitor sites. This shows up friction and hesitation – the very things that stop conversions. We also track excitement levels and pinpoint when this leads to action. We’ve partnered with NeuroPower, a leading neuroscience agency, and their six psychologists help us deliver the latest in innovative research.
- The user journey on your site and your competitors’. This includes points of frustration and anticipation and is done on both mobile and desktop.
- Advice on which core belief groups your target market aligns to.
6: Live website recordings / heat mapping
We’ll help you understand exactly what people are doing on your website, including where they’re having problems. Our process includes:
- Up to 100 user videos watched and analysed
- Aggregated heat map of on-page behaviour
- A report on key behavioural insights and problems that need addressing
- Access to raw online recordings
We analyse the barriers blocking conversions, and the opportunities to improve.