The big question
We used eyetracking to investigate whether persuasion principles from inSights work in practice. This makes the effect of the principles quantifiable. Most of you have probably come across such persuasion principles on the internet. Often, they lack quantitative scientific substantiation.
So the big question is: what do persuasion principles yield? And in this specific case: does applying human gaze lead to increased conversion?
Design of effect study on human gaze
To objectively determine the influence of the gaze direction of faces, eyetracking is the most ideal research instrument. With eyetracking it is possible to map the exact gaze behavior and the attention values on a page.
The design of the study was as follows:
Two designs of the same webpage, one with human gaze.
We gave the two designs (with or without human gaze) to two groups of 30 participants.
Both groups are given the same assignment.
Image 2: design with Human Gaze and design without
One design with human gaze and one design without.
For this test the same webpage was used as an example for Fabrique in inSights. To measure the efficiency of human gaze we used the following three variables:
Speed: How long does it take for the call to action to be first seen?
Controlling viewing behaviour: does the face actually direct attention to the call-to-action button?
Observations: Does the principle lead to an increase in the number of observations?
The research was conducted from November 2012 to February 2013. The results are described below.
Speed: Call-to-action button is seen 24.2% faster
The speed is measured with the so-called time-to-first-fixation, a standard part of usability research and a predictor of conversion. The average time to first perception is 3.3 seconds for the human gaze version , compared to 4.1 seconds when the person looks away from the image.
This seemingly meager gain of 0.8 seconds is converted to a whopping 24.2% faster and a world of difference. After all, we know that you only have seven seconds to convince the visitor, says Eisenberg .
Transition mapping is a unique analysis that can be made switzerland phone data based on eye tracking research. It shows the eye movements between certain areas on the website.
Image 3: transition map with Human Gaze and without
Transition map with human gaze and without.
It can be seen that 33% of the observations that come to the face go directly to the button. In the version where the face looks the other way, there is no steering. No observations go from the face to the button.
Observations: 20% more likely to read the text
Finally, we measure the chance that the text on the conversion button ' Read the full case study ' can be read. A person can read one word per fixation on average, so to read this button properly, about three observations (fixations) are needed. What we really want to know is whether the conversion button is 'more attractive' to read when a face is looking at it. Another human trait.
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