Testing behaviour using virtual realty

Relevant content, formats, channeling is not enough. You need to A/B your content and adapt it to your target audiences. We are using virtual reality setups to test the content we created for you. Heatmaps showing us, how you audience (focus groups) will react and what we can do better to engage them?

Virtual Reality Lab with Heat Maps

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If you want your website to do well online, you need to make sure you get enough visitors to it. It’s very important to provide good quality content and to ensure it’s optimised for search engines. Just having a lot of traffic isn’t enough since the project somehow needs to be financed as well. It doesn’t matter whether you run an online store and sell products or provide information and finance your site through paid advertising: you need your visitors to take action and click on your content. In addition to increasing the number of visitors (known as conversions), you also have to tailor your content so they are more likely to click on it. The usability of your website has a particularly strong effect on how many conversions your site achieves. The more user-friendly your page, the greater likelihood that your site will be a success. One reason that you’re not getting any conversions could be the simple fact that your call-to-action button is hard to find. An interesting way to analyse the user-friendliness of your own web project is to carry out a heat map analysis..

Heat Map

The heat map analysis is a form of investigation to analyse users and their website behaviour. For this purpose, a heat map is created that shows different colours depicting the strengths and weaknesses of how user-friendly each analysed page is. Just like with a thermal imaging camera, the colours are available for different temperature gradations: the classic heat map consists of the colours red (hot), yellow (warm), and blue (cold). Colours such as orange (medium heat) and green (cool) depict the transitions between the individual heat levels. Heat maps are by no means an invention of online marketing. As early on as the 19th century, the Parisian statistician Toussaint Loua published a tabular overview of the different Parisian districts, showing specific characteristics of the population. It was first released in black and white, and later in colour. Today, the useful visualisations are not only required in web analysis, but also for presenting weather maps, in energy consultation, or analysing soccer matches.