Neuromarketing example of website conversion optimisation case study

Ida, a freelance therapist in Turkey, faced challenges with her website’s performance. I used eye-tracking to diagnose the issues. The analysis highlighted key areas for improvement, helping Ida enhance user engagement and lead conversion.

ABOUT THE CLIENT

Ida is a professional in the field of psychology, based in Turkey. After completing her education, she embarked on a career as a freelance online therapist. Her mission is to help people using a tough love approach, integrating various therapeutic techniques. Currently, Ida is focusing on developing her digital presence, aiming to attract a younger audience that is more inclined to seek therapy online. Additionally, having attended a UK-based university, Ida hopes her digital presence will also appeal to English-speaking clients. To achieve this, she is concentrating her efforts on Instagram and her website.

THE CHALLENGE

Ida found that her website was not yielding the desired results. Although her website attracted some traffic, visitors were not engaging with the contact form via the call-to-action (CTA) button. This was a critical issue, as the contact form is essential for Ida to determine whether potential clients are a good fit for her services through targeted questions. Bump rates were also high, indicating a need for optimising the website to increase leads.

THE SOLUTION

Recognizing the need for expert assistance, Ida enlisted my help to analyse her website. I used remote eye-tracking technoloy to diagnose the reasons behind the website’s poor lead generation. RealEye.io’s technology was particularly suited for this task, as it enabled to identify issues with critical areas of her website, as well as assessing its overall usability.

THE TEST AND INSIGHTS

Eye-tracking technology was used to test the content, identifying issues that could lead to potential bounce rates from prospects. In particular, eye-tracking was used to pinpoint problems with key areas, elements such as the language change option, the contact button, and the readability of important information like therapy approaches and unique selling points (USPs). These areas are crucial as they determine the website's success. The eye-tracking results uncovered the scanning patterns of the page, providing valuable insights into optimization opportunities.

The analysis uncovered major critical areas. Firstly, I analysed how people scan her home page. Viewers first noted the image, then moved their attention to the name and title, and finally to the CTA. However, this did not happen in a linear fashion. For instance, the image was attracting most of the attention and prompting people to revesit it multiple times. In contrast, the USP and language change button were completly ignored likely due to low contrast. This poses a significant risk, as these should be one of the most immediate cues into Ida’s services, encouraging readers to read more, yet they were completely overlooked.

CONCLUSIONS

These insights suggest that while the lower sections of the landing page are effectively positioned and engaging, the top part of the page fails to guide visitors towards the desired behavior—the CTA click. Crucial strategic elements that could persuade visitors to engage are not optimally placed. Thanks to this analysis, I was able to pinpoint the issues leading to potential clients abandoning the website, thereby missing business opportunities.

With these findings, Ida can now make informed adjustments to enhance her website's effectiveness and achieve her goal of generating leads.

Curious about how Eye-tracking can improve your website's conversions?

Irene Centenaro

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