Imagine using an eye-tracking technology within an application to get a better idea on how to enhance your customer’s experience and advertise more effectively. Sounds like a fantasy? Not anymore. One of the cosmetics companies shows us how it’s done.
The company in question is Smashbox Cosmetics which has just launched a eye-tracking technology within its mobile virtual makeup application. Eye-tracking tech helps create heat maps of these parts of the screen which attract most attention from app users. Insights thus acquired can prove very valuable.
Better user experience, more powerful advertising
For a start, the tool increased the app usage and the number of customer visits to the company’s site. Eye tracking makes it easier to read a consumer’s mind by measuring what they are looking at, at what times and how much time they spend on a given item.
The company’s analysis of nearly 9,000 consumers using the eye-tracking technology helped divide them into two categories. One group had the call-to-action button for purchase permanently placed near the top of the page, while the second only saw the call-to-action button when the user tried on and engaged with a particular product.
The eye-tracking analysis revealed that the conversion rate went up from 6.2 to 7.9 percent when the call-to-action button was only displayed after the user had finished reading the name of the product.