What is Causing Your High Bounce Rate?
Thursday March 14, 11:15 am - Main Stage
Why do customers leave your web?
Southwest Airlines identified a high bounce rate on their Sales page. To gain support for development work, Ashley Schroeder and Laura Lipscomb tested the current and proposed interfaces leveraging biometric sensors and eye-tracking.
This study provides a clear example of identifying a moment when a user struggles with a digital interaction due to design. By knowing where that happens and why it happens, you can reduce drop-off rates and potentially increase task completion, revenue, and customer satisfaction. After this research, biometric testing was implemented for all key digital experiences at Southwest.
What the audience can learn:
UX Research is critical in identifying and improving pain points in digital experiences. Layering in biometric data and triangulating it with eye-tracking and participant feedback provides researchers a method of pinpointing the exact moments when stress from emotions reduces cognitive ability of the user and negatively impacts their experience.
Thursday March 14, 11:15 am - Main Stage
Why do customers leave your web?
Southwest Airlines identified a high bounce rate on their Sales page. To gain support for development work, Ashley Schroeder and Laura Lipscomb tested the current and proposed interfaces leveraging biometric sensors and eye-tracking.
This study provides a clear example of identifying a moment when a user struggles with a digital interaction due to design. By knowing where that happens and why it happens, you can reduce drop-off rates and potentially increase task completion, revenue, and customer satisfaction. After this research, biometric testing was implemented for all key digital experiences at Southwest.
What the audience can learn:
UX Research is critical in identifying and improving pain points in digital experiences. Layering in biometric data and triangulating it with eye-tracking and participant feedback provides researchers a method of pinpointing the exact moments when stress from emotions reduces cognitive ability of the user and negatively impacts their experience.