Getting under the skin to improve conversions for Investec
As part of their website re-design to improve usability and increase conversion, Investec wanted to understand the user journey of its core audiences of HNWIs and their key moments of attention, engagement, and action, to then embed the behaviours that would motivate them to connect.
To understand the perception of Investec’s web designs to a typical human eye, we used AI based predictive eye tracking software to measure factors such attention, clarity, and visual intensity. Using these insights, we built out initial hypotheses for template changes and provided key learnings and recommendations around page design.
Using these designs, we recruited HNWI representative of their target audience and tracked their reactions using Electroencephalogram, Eye & Heartbeat Tracking, Galvanic Skin Response, and Facial Coding, which was then discussed with the participants afterwards to further understand difficulties, as well as the positive learnings.
From our in-depth analysis, we advised Investec on the best performing elements in each design across desktop and mobile, which fed into website design changes, including adding on/removing CTAs where necessary, using specific colours, considering the most effective text/visual balance, and positioning conversion-focused elements which are most likely to create prompt, with the end objective to improve usability and goal conversion.
Our insights proved successful in increasing web conversions for Investec and we have since been commissioned to work with their head of testing on other sectors of the Investec business.