Summary
In our session we will deal with efficient and fast possibilities of UX measurement. Does the web presence or app look attractive and inspiring to new and established users? What are the strengths and weaknesses compared to the competition? We will present insights from our UX Online Benchmarking, which show that the implicit first impression is decisive. Get first insights about the eCommerce, insurance, and travel industries!
Key Insights
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ISQUER's UX benchmarking combines explicit (questionnaire-based) and implicit (reaction-time based) methods for a comprehensive user experience evaluation.
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Implicit measurement captures 50% of the unconscious factors influencing purchase decisions, emphasizing the importance of gut feelings in UX.
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Reaction time combined with agreement/disagreement responses in the Product React tool quantifies users' immediate, intuitive attitudes toward product attributes.
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Users typically rate a product's usability and trustworthiness higher than non-users, reflecting familiarity and built relationships.
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Net Promoter Scores vary drastically between users and non-users, indicating differing loyalties and perceptions within the same product.
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Mobile users often rate Net Promoter Scores higher than desktop users, suggesting better mobile experiences for some ecommerce sites like Amazon.
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ISQUER’s benchmarking surveys allow free product exploration for 3 minutes, enabling authentic interaction without restricting users to homepages only.
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Home 24 scored highest in appeal and inspiration due to a streamlined, well-structured website design, unlike Amazon or eBay’s more cluttered pages.
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Repeated benchmarking before and after product changes provides actionable insights to measure optimization effects over time.
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ISQUER’s extensive database and 23 years of experience with implicit methods lend reliability and depth to benchmarking results.
Notable Quotes
"We offer a quantitative approach so you can quickly recognize the strengths and weaknesses in a product compared to competitors."
"We use a holistic methodological approach combining explicit and implicit quantitative methods to fully get the user's perspective."
"The first impression is crucial as it triggers excessive unconscious processes that influence preferences."
"Implicit methods alone can explain around 80% of the purchase decision, with half of it due to unconscious measurements."
"The faster the reaction, the less distorted it is by cognitive processes, capturing genuine gut feelings."
"Users tend to rate a familiar site better than non-users, especially for Amazon, because they feel more secure and familiar."
"Our benchmarking survey includes free exploration of the entire website or app, not just the homepage."
"Mobile users gave Amazon a higher Net Promoter Score than desktop users, indicating a better mobile experience."
"Home 24’s website is not cluttered and well-structured, explaining its higher appeal and inspiration scores."
"Doing at least two benchmarking rounds lets you see if optimizations have measurable impacts over time."
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