Dec 10, 2021
How often does your business run
Testing is so important. You
don’t need to do fancy stuff every time and there are so many types
of testing. If you don’t take the time to test, you can’t know what
is working and there is a good chance you are wasting time on stuff
that isn’t going to help you reach your goals.
Today, I am so excited to
introduce you to Dr. Jessica Wilson, technical director at iMotions
who got her Ph.D. in neuroscience from Northwestern University. As
you will hear in the episode, she and I have been working together
on a project for quite some time now and I am very excited to have
results to share with you now. This episode will talk about that
study we did together for The Brainy Business as well as some of
the other awesome work iMotions is doing.
- [00:40] Today, I am so excited
to introduce you to Dr. Jessica Wilson, technical director at
iMotions who got her Ph.D. in neuroscience from Northwestern
- [03:31] Jessica shares more
about who she is and what she does. Her background is in research
- [03:58] iMotions is a software
company that provides a platform that can integrate and synchronize
different neuroscience tools.
- [05:28] There are so many
different applications; iMotions does product testing, ads testing,
sensory work, and more.
- [08:23] The most basic setup
includes eye-tracking, facial expression analysis, and skin
conductance. Those three work really well together and they are
also very easy to get started with.
- [10:23] These tools are really
helpful in certain ways, but at the end of the day the research
question is king and it will help dictate what tools you
- [12:10] Jessica shares details
about video testing and applying test results.
- [14:54] The data to help you
make the best design decisions at the time when it
- [15:16] Jessica shares a study
using video testing from the University of South
- [16:52] The common theme in all
these methods is that the most effective projects have a distinct
research question and distinct variables.
- [19:01] For the first phase of
The Brainy Business website project, we looked at where people
naturally gravitated to on the website. For the second phase of the
study we adopted more of a task-based approach.
- [20:47] Melina was doing a
redesign of the website so she did a study with iMotions that she
talked about in her book. They did two tests.
- [23:21] The first thing they
had people do was just a free one-minute navigation. They wanted to
see if there were things they attended to more than others, if
things got ignored, or if they were scattered all over the place
with their attention. Just looking at the one-minute navigation
both sites did pretty well.
- [24:23] The differences started
to happen when the task components were
- [26:23] There were two tasks
for the study, each with its own scenario.
- [28:39] One of the best things
about running a test like this is that you are really forced to
narrow it down to one thing.
- [31:03] The best research looks
at one or two things.
- [33:21] With the old website
there was a 12% success rate of actually clicking on the pricing
course and the success rate went up to 70% with the new website
- [35:38] For the corporate page,
it was found that it was giving too much information, reducing the
- [36:48] Melina was able to use
insights from the two tests to help with the full redesign and
integrate it into other areas of the site as
- [38:51] You don’t have to use
the whole testimonial. It can be much more impactful if you call
out the little highlights that can get buried in a
- [39:48] In the second test, the
difference between the two prototypes was how they framed the
- [41:30] People will start at
the very top of web pages and you will see a lot of aggregation
from the left to the right on the top and on the left side going
down and slowly fading over time as people start skipping past
- [43:23] Across most of the
different measures of eye-tracking it looked like less was more in
this case. Just taking the highlights from the testimonials goes a
long way in being able to direct attention to the area and people
will spend more time looking there.
- [45:40] Melina will be
including pictures and other information about the test on the
Apply It page.
- [46:38] Once the pandemic hit,
people weren’t collecting data anymore because you can’t bring
people into a physical lab space. They started looking at online
data collection and remote options.
- [48:03] You get research
unrestricted by the bounds of geography. There are now more
possibilities than ever for how we can collect this
- [50:07] Melina shares her
- [52:37] Shop at The Brainy Business shop
for that perfect brainy
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