McCann Connected has been brought in by N Brown Group to run a conversion research programme.
The digital agency, which is part of McCann Manchester, has conducted several days of usability testing at its UX labs in the city. This has included eye-tracking, physiological monitoring (to measure galvanic skin response), and heart rate and blood volume pulse to understand emotional responses.
The aim is to explore the behavioural barriers and responses to online shopping throughout the e-commerce journey.
“As an organisation we already have a wealth of insight and understanding into online consumer behaviours and this work has examined new ways of building on the deep knowledge we already have,” said Finn Christo, group ecommerce conversion rate optimisation manager at N Brown Group.
“This project has enabled us to uncover new insights into the customer journey and how we can further optimise our best in class shopping experience for customers. We have looked at every stage of the journey from arrival on our site right through to the management of returns and have used some state of the art techniques to understand our customer behaviours.”
McCann also said it had used its proprietary “Truth App” to conduct real-time research into the post-purchase experience. The app was used to capture photographic and video insights as people took delivery of the products they’d ordered.
“Working in collaboration with Finn’s team, this deep dive project has helped us identify opportunities for N Brown Group and specifically the JD Williams web site to optimise their offering, not just onsite, but across the wider customer experience,” added Chris Callaghan, UX & optimisation director at McCann Connected.
“N Brown Group is already undertaking in depth work in this field and we’ve aimed to bring a different perspective to the successful programme they’ve developed. The outputs of this work will further shape and refine how the experience develops in the months ahead.”
