Neuromarketing World Forum
LOS ANGELES, MARCH 2024
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Thursday, March 14

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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.

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