Eye see - increase your marketing impact presentation2

Increase return on marketing with affordable eye tracking

Which ad would you publish?

Choose NOW!

2 times more people looked at the brand name in the left advert

Less attention More attention

A B

…which job ad would you publish?

A B

People are 4 times more Likely to look at the call for action in A

3 s

eco

nd

s

Measure efficiency: Difference of 29%= 120 000 persons

57% of the readers looked at the ad


Test and Improve

Problem: (almost) nobody looked at “1+1 gratis”

What’s the problem?

Eyetrackshop.com

Why not test your DM??? Well…

Why not test your DM??? Well…

Well…

… You can hire a test facility for 10000-30000 euros

… and wait 4-5 weeks for your results

But…

… Nobody wants to pay so much

… Nobody can wait so long

Why is it so expensive and time consuming?

You need hardware and software…

>25K Special glasses or camera Software


>25K

…and organize focus groups (+30 persons)

Plan and call Transport to facility Reward Instruct and follow Test and analyze

Special glasses or camera Software


But what if…

Olivier Tilleuil, van Eyesee vertelt waarom hij de academische wereld verliet om zijn eigen bedrijf op te starten in eyetracking onderzoek. Hij ontwikkelde een eigen bijzondere aanpak waardoor eyetracking sneller kan worden ingezet.

Agenda

1) From researcher to EyeSee, and beyond

Agenda


A. Trend: Shift from ‘questioning’ to observation

Agenda



B. E’preneurs: How to start your company

Agenda




C. EyeSee, making eye tracking available for everyone

Agenda




C. EyeSee, making eye tracking available for everyone

2) When to use eye tracking?

From researcher to EyeSee, and beyond


Engineering


Engineering Psychology


Engineering Psychology

Business Engineering


Business engineering


Research

How important is price for you?

Not at all Very important

Questionnaires


Research

How important is price for you?

Not at all Very important

Questionnaires

Focus groups


Research


Something else…

Eyetrackshop.com

Why not test your Ads??? Well…

Well…

… You can hire a test facility for 10000-30000 euros

… and wait 4-5 weeks for your results

But…

… Nobody wants to pay so much

… Nobody can wait so long


>25K

…and organize focus groups (+30 persons)

Plan and call Transport to facility Reward Instruct and follow Test and analyze

Special glasses or camera Software


But what if…

… You could upload Ads on a platform…

We bundle your ads in one batch with other ads

…

…send the batch to the testers (at home)…

…track their eyes with their webcam…

…and you receive the results within a few days

You receive an email when the test has been completed…

Home Why? Take a Tour Plans & Prices About Us

Get started today!

Premium Plan

Basic Plan

Free trial

Print ads Posters Online ads Website Videos

Search Sign In

Create a test in a few seconds

Distribute your test online

Analyze your test and improve your campaign

Fast, easy, and affordable webcam eye-tracking platform to improve your marketing campaigns

Join us as Tester Which advertisement would you publish?

…go to our website…

EyeSee

Home Why? Take a Tour Plans & Prices About Us

Search Sign In

Use Cases: Designers • Marketing & Brand Managers • Market Researchers Help: Tutorials • Answers & FAQs • Contact Support About Us: Management Team • Partners • Newsroom • Contact us • We’re hiring Policies: Terms of Use • Privacy Policy • Anti-Spam Policy • Security Statement • Email-opt-out

Login

Users I want to upload an ad, poster, url, ect.

and analyze the results

Testers I want to become a tester: look at ads, posters,

urls, etc. and if hires by ‘EyeSee’ get paid.

Remember me!

Forgot Password or Username?

Sign In with Your Favorite Account Now you can use your Facebook or Google account to sign in to EyeSee.

Sign In

Sign In with Facebook

Sign In with Google

Don’t have an account yet? Sign Up >>

Olivier

• • • • • • •

Username:

Password:

√

…log in…

EyeSee

My tests Create a test My account

“Username” • Sign Out • Help

Address Book

You have a BASIC account. To remove the limits of a BASIC account and get unlimited tests, upgrade now!

Current Folder: -- View All Tests -- Title search:

Actions Type Title C reated Modified Design Collect. Analyze

W Ergosleep 12/9/11 12/9/11 15 14/9/11

P Philips: poster light bulb CT200 first iteration 12/9/11 12/9/11 40 14/9/11

P Philips: poster light bulb CT200 second iteration 12/9/11 12/9/11 40 14/9/11

P Philips: Flyer light bulb CT200 third iteration 12/9/11 12/9/11 40 14/9/11

P Unilever: Lipton tea: new green flavor poduct design 14/9/11 14/9/11 40 18/9/11

R H&M: Report Bikini 2011 poster 14/9/11 14/9/11 20 N/A

Follow Us: Facebook • Twitter • Linkedin • Our Blog Help: Tutorials • Answers & FAQs • Contact Support About Us: Team • Partners • Newsroom • Contact Policies: Terms of Use • Privacy Policy • Anti-Spam Policy • Security Statement • Email Opt-Out

Welcome “Username”

My Reports

EyeSee

…select a completed test…

Create a test My account


Address Book

Manage Test Heat Map Gaze Plot Cluster Bee Swarm AoI Statistics Replay Ind. Compare

Test list • Recordings

My tests My reports

Add to report

Variable: Count Time span: 5 Sec More

Heat Map

EyeSee


…start analyzing…



Address Book



My tests My reports

Add to report


EyeSee

…comparing…

Heat Map



Address Book



My tests My reports

Add to report


Gaze Plot

EyeSee

1 2

3

4

1 2

4

5

3

…understanding why it will (not) work…



Address Book



My tests My reports

Add to report

Cluster

% Seen Av. Time Time 2 see

A 95% 1,2s 0,1s

B 93% 1,4s 0,6s

C 60% 1,8s 2,1s

D 55% 0,8s 3,1s


EyeSee

A

C

D

B

… and quantifying to maximize marketing impact

Why webcam eye tracking?


WHY webcam eye tracking? • Affordable: 3 times cheaper • Fast: 3 times faster • Scalable 100 or 200 testers? • Targetted: reach target group • International at the same time



WHY NOT webcam eye tracking? • Accuracy: 1 vs. 2 cm • 12 fps



WHY NOT webcam eye tracking? • Accuracy: 1 vs. 2 cm • 12 fps

Added value/Price: (should be a) no brainer • Half of marketing budget is still wasted… • You spend ($$$$$$$$$$)^2 why not test your campaign for $

…and we are proud to serve

Roadmap

Mock up

Market research

1/12

Team

Roadmap

Mock up

Market research

Analytics

Minimal workable version on 1 PC

22 testers

1/12

Team

Roadmap

12/11 3/12 6/12 9/12 12/12 3/13 6/13

Belgium Nord West South

Mock up

Market research

Analytics


22 testers

25 ×

1/12 9/12

Team

Roadmap

12/11 3/12 6/12 9/12 12/12 3/13 6/13


Mock up

Market research

Analytics


22 testers

10 ×

10 ÷

25 ×

1/12 9/12

Team

Roadmap

12/11 3/12 6/12 9/12 12/12 3/13 6/13


Mock up

Market research

Analytics


22 testers

10 ×

10 ÷

25×

Clients

1/12 9/12

Team

Roadmap

…and we are proud to serve

12/11 3/12 6/12 9/12 12/12 3/13 6/13


Mock up

Market research

Analytics


22 testers

10 ×

10 ÷

25 ×

Clients

Next steps

1/12 9/12

Team New Team

Roadmap

Mock up

Market research

Analytics


22 testers

Team

The entrepreneurs

Mock up

Market research

Analytics


22 testers

Team

The entrepreneurs First create a sales pitch

Mock up

Market research

Analytics


22 testers

Team


Sell it before you develop

Mock up

Market research

Analytics


22 testers

Team



Don’t do it alone Be aware that the first team is not the final team

Mock up

Market research

Analytics


22 testers

Team



Your first customer is only interested in 0,5% of your est. final features


Mock up

Market research

Analytics


22 testers

Team




Your first customer is only interested in 0,5% of your est. final features

Go as fast as possible to the market

There are still some cool stuff to explore

• How many testers do you need?

• Is there a difference in target groups?

Eyetrackshop.com

Agenda


1) Trend: Shift from ‘questioning’ to observation

2) E’preneurs: How to start your company

3) EyeSee, making eye tracking available for everyone

2) When to use eye tracking?

Concept Design Specific for application

Media/ channel

Will the concept work? Which works best?

Where to locate elements? How big should they be? How much text?

Which format is most cost effective?

↑ ad visibility ↑ attention span ↑ brand visibility ↑ message visibility ↑ product visibility

Adverts

Ad 1 Ad 2

Are people looking at my ad?


EyeSee Customer’s page:

not for distribution 96%

% seen

73% % seen

Ad 1 Ad 2

Belgacom was viewed 25% more than Telenet

Increase print ad visibility by 25%!

67% and 1,9s



Limited sample

Which ad holds the longest the attention?



Recall N/A



Recall 90% Recall N/A



Recall 90% Recall 33% Recall N/A

Limited sample

Advertisement 1 Advertisement 2

Where are customer looking at? Increase Brand Visibility by 21%!

Limited sample

EyeSee Customer

2

3

1. How to promote your competition? Great ad visibility × Great product visibility × Bad brand visibility

Ad 1

1. AD visibility 100% Seen

2. PRODUCT visibility 86% Seen

3. BRAND visibility 33% Seen

PRODUCT Recall 66% Recalled

ELIA Recall 25% Recalled

COMPETITION* Recall 25% Recalled

Visibility= percentage that has seen the area | Recall: which companies did you notice in the session (multiple choice) | *Electrabel or Nuon

1


Media/ channel



Which design to publish? Which format is most cost effective?


Which navigation structure works best?

Where to locate elements? Which visuals to use? How long should text be? What is distracting?

How are people checking out? What’s not working and why?

Increased promotion Message delivery

Adverts

Websites

Are your promotions attracting enough attention?

Which design is most effective?

% Seen Time viewed Comp. A Comp. B Comp. A Comp. B

A Main promo 67% 92% 1,4s 4,1s B Apple Product 25% 33% 1,7s 1,4s C Promotion 25% 17% 0,8s 1,2s

A A

B C B C

Company A Company B

Limited sample

Test & increase number of new clients!

35% of testers looked at ‘klant worden’ within 7s No dark red areas (indicates unclear structure)

53% of testers looked at ‘klant worden’ within 7s Dark red areas (indicates clear structure)

35%

53%


Exercise: Become a client of the following banks (7s)

Limited sample

Visual B

Visual A

Design 1 Design 2

Which visual(s) is most effective? (choose between visuals based on facts: e.g. % seen, time spend)

% Seen Time viewed Design 1 Design 2 Comp. A Comp. B

Area A 92% ? 4,1s ? Area B 40% ? 2,6s ?

Limited sample


Design 1 Design 2

Test check out flows and increase conversions!

Limited sample


Media/ channel









Adverts

Websites

↑ Call to action ↑ promotion visibilty

Brochures Where to locate elements? Which visuals to use? How long should text be? What is distracting?

Which lay out to use? Are promotions visibile?

Area 1 or Area 2?

Customers look 25% longer at area 4 i.c.w. 3

(limited sample)


Area 3 Area 4

And even 3 times longer at offer 4 (i.c.w. 3)!

(limited sample)


3 4

Where would you locate your product?

20% more people look at area 1!

(limited sample)


Area 2

Area 1

Are there elements distracting in a negative way?

Limited sample

Are there elements distracting in a negative way?

Area 1

Area 2

Area 3

Area 4

Area 5

Limited sample


Media/ channel




↑ ad visibility ↑ attention spamn ↑ brand visibility ↑ message visibility ↑ product visibility





Adverts

Websites



Which page lay out to use? How to color?

Intermezzo: videos

You loose about 0,5s Great shoot or not?

At which 2 elements people look? Where to locate high margin products?

Intermezzo: videos


Media/ channel




↑ ad visibility ↑ attention spamn ↑ brand visibility ↑ message visibility ↑ product visibility




↑ Promotion visibility ↑ Message visiblity

Adverts

Websites



Which page lay out to use?

Direct Mail

Which page lay out to use?

How to color?

Impact of colour, font, etc. Impact of background

↑ message visibility ↑ Call to action ↑ promotion visibilty

Test and

Optimize your design

Choose the best design

Increase usability or find bottlenecks

Convince others with hard facts

…or summarized: increase your marketing impact!

…against affordable prices (i.e. 3 times cheaper)

…and fast (i.e. 3 times faster)

Maximize marketing impact with EyeSee It’s fast, affordable and easy!

Olivier Tilleuil 0477415290

[email protected]

Eye see - increase your marketing impact presentation2

Business

Transcript of Eye see - increase your marketing impact presentation2