Did you know that web users are only consciously aware of 30% of the browsing process. It is the unconscious mind, system 1 reactions, that is actually in charge of the majority of the browsing process. Is your current user experience research measuring this?
Traditional moderated user experience research may miss up to 70% of the navigation process as users are not aware of every step they take. Asking users to explain their journey during research is also slowing down the navigation causing misleading results. Users who would usually spend seconds on a page start analysing text and images they will, in real life, actually not even see.
Un-moderated, remote testing on the other hand allows for quick browsing but often does not explain why elements of the journey do not work. Leaving you with an incomplete picture.
So traditional approaches to UX testing can leave you with 3 problems:
- A large proportion of the navigation process is missed because it is unconscious and people cannot verbalise it
- Moderated user journeys are artificially slowed down and do not show how people really browse
- Results often show what happens but cannot always explain why, which means you cannot improve the designs directly
The solution
Emotional Logic has developed a web user experience test that measures unconscious navigation, gets you closer to real life and helps you build Behavioural Science principles into your journey to improve satisfaction and conversion. Our unique process applies online eye tracking, measuring not only where people click but also where they look. Users can complete the test on their own devices and in their own environment, which means you get a result that is closer to real life behaviour.
Our integrated approach shows not only what happens (for example where users get stuck) but also explains why (for example they did not see the button). This delivers a clear list of actionable insights that you can convert into design changes straight away. What is more, most of our clients also learn general navigation effects that they can apply to future design without having to test.
We would love to tell you more about how our UX research is helping client develop more intuitive and faster web journeys for their customers. Please get in touch for no-obligation conversation.
