Using neuroscience to forecast sales 

For our client in the e-commerce industry who specializes on gift cards we used our neuroscientific methods to reliably forecast sales of the different variations of gift cards. This was done for the German market using a small but highly specific sample group. Moreover, we optimized their customer’s product portfolio based on implicit product and design preferences of their target group and derived recommendations for an improved web shop experience that is both intuitive and engaging.

How did we do it?

The goal of this project was to optimize the product portfolio according to the customers’ preferences and improve the client’s online shop. Participants representing the target group were recruited, equipped with EEG and eye tracking devices, and asked to browse through the existing web shop. The main emphasis was to test the appeal of various product categories, designs and design layouts and, thereby, derive a forecast of product sales. Subsequently, predicted sales forecasts were successfully validated with the actual sales numbers.

In addition, neuroscientific data was generated along the entire shopping experience including details on User Interface (UI)/User Experience (UX) elements such as navigation, content structure and overall layout. Based on that, we were able to pinpoint what motivates or discourages users to purchase products throughout the journey, during which steps the users feel stressed or confused, and where to place specific designs. 

Click here to learn more about the method EEG.

Which value can we create for you and your business?

With neuroscience, you can predict products sales reliably, using only a small sample group of customer representatives and therefore allocate budgets and advertisement accordingly. Additionally, neuroscientific methods help to identify and reduce obstacles that prevent online shop visitors from purchasing goods without the need for test participants to verbally express their impressions. This helps to gain unique insights on the decision-making process of your target group and detect untapped potentials of your web shop and online offering. Thus, you will be able to improve overall user experience, which is directly correlated with higher conversion rates and increased customer loyalty.

Click here to learn more about the method Eye tracking.

Did you know that visual attention follows two stages and behaves like a zoom-lens?

In general, scholars agree that every person follows two steps when it
comes to visual attention. At first, our attention spreads widely across the
visual scene while information is being processed in parallel. Afterwards, our
attention focuses on a specific area within the visual scene and information is
being processed in sequences. Moreover, scholars have found that attention
works like a “spotlight”, i.e. we perceive visuals in a circular form, with a
focal point in the center where we see clearly, a fringe that appears blurry to
us, and a margin – the area that we completely block out when we focus our
gaze. Plus, we can actively change the size of the spotlight which is why
scholars also refer to this phenomenon as the zoom-lens model. 

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