If you wonder how your customers perceive your website and navigate through it, EyeSee's advanced technology give answers to following questions: Completion rate: How many users completed the task? Navigation: Where do they click? Where do you lose them? Eye tracking: What attracts the attention? Facial coding: What do they feel? When are they frustrated?

1. OVERVIEW:
CAPABILITIES FOR DIGITAL TESTING
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2. Will the website work? How to improve?
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Completion rate: How many users completed the task?
Navigation: Where do they click? Where do you lose them?
Eye tracking: What attracts the attention?
Facial coding: What do they feel? When are they frustrated?
How it works: Testers are recruited remotely and they receive a
list of key tasks to be completed such as buy product X, create an
account… on their own computer. While they are executing a set
of actions on the website, we track their eyes (eye tracking) and
facial expression (facial coding) via their webcam. Also navigation
and mouse movement is registered. After completing all the tasks,
testers fill out a survey.

3. How it works: remote at home
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Step 1:
Upload stimuli
Step 2:
Recruiting respondents
Step 3:
Testing remotely
Step 4:
Analysis and reporting
We upload your stimuli
and program a webcam
based eye tracking
survey.
Respondents are recruited
to complete a survey with
their PC & webcam at
home
The stimuli is exposed
while eyes and facial
expressions are tracked. A
survey is filled out in the
end.
Output is a report
with detailed findings and
recommendations.

4. Our behavioral metrix:
From seen to completing the mission
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Facial coding
What do they feel?
Eye Tracking
Where are they looking?
Completion rate
Can they complete the task?
Navigation
How do they navigate?
Eye tracking tracks peoples’ eyes to
know where they are (not!) looking
at, how long and in which order.
Which elements are seen (first)?
Where do users expect to find <x>?
What is the general gaze pattern?
What barriers are users facing?
Facial coding measures emotions
through facial expressions (happy,
confused,…)?
Which page evokes most emotion?
When are people confused?
When are people frustrated?
When are they pleased?
Users’ navigation (clicks, screen
recoding,…) is tracked while they
are completing the exercise.
Where did users clicked?
Which pages did they visit?
How long did they stay on a page?
Did they scroll?
We are able calculate how many
people completed the task and
benchmark again the other group.
How many users and how long
does it take to complete the task?
Where do you loose users?

5. EyeSee, remote quant UX testing platform
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EyeSee’s approach:
Remote with standard computer and webcam –
Interview is done in respondent’s home in a natural
setting with their standard computer and webcam
Quant with large sample size – Users receive a task
and while he/she is executing, our platform tracks
their behavior. By using a quant approach we can
find statistical differences in comparison with qual.
Behavioral tracking – we track users’ attention (eye
tracking) and emotions (facial coding) via their
webcam and algos. Also clicks and navigation are
tracked and users fill out a survey at the end.
Scalable and cost effective – thanks to remote
testing user costs are limited and we can conduct
studies all over the world.

6. Unique proposition of our remote testing platform:
fast, cost effective and end2end solution
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Within a few days insights are
delivered.
The eye tracking survey is launched
within a day. Next, respondents are
recruited online – via global panel
suppliers — and their eyes are tracked
with their PC and webcam, at home.
Quick turnaround
of (global) studies
Actionable insights
& end2end solution
Cost effective
You deliver the stimuli, we deliver
insights.
Our experienced researchers convert
data into actionable insights with
clear recommendations to maximize
communication impact.
Our price is 2 times lower than
conventional studies.
Our recruitment costs are 2 times
lower and our operational processes
are more efficient than conventional
eye tracking.

7. Typical eye tracking test for websites
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Key action tasks on website Mission tasks on website Customer evaluation
1 2 3
Quick short tasks to test key actions on the site
(limited browsing). Understand how people
execute key actions in order to optimize
conversion (e.g. check out on last page). Methods:
•Eye tracking: Where do people expect to find X?
•Facial coding: Where are users getting frustrated?
•Mouse tracking: How do they expect to navigate?
Respondents are presented with small tasks
performed in 1 or 2 clicks and web pages are
scrollable static pages.
1. Key action tasks on website
3. Survey questions module
After the exercises, testers fill out a brief survey.
What do they like, dislike about the site, what
was easy, difficult,…
Users completes a mission on the site (free
browsing). Understand how people navigate to
complete the mission (e.g. buying). Methods:
•Facial coding: Where are users getting frustrated?
•Mouse tracking: How do they expect to navigate?
Respondents are presented with bigger tasks
performed on multiple pages, and web pages are
dynamic sites (or scrollable static pages)
2. Mission tasks on website
Eye Tracking - Facial Coding - Navigation Questionnaire

8. Why EyeSee: Experience + Unique technology + Action
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EyeSee: experience + unique technology = actionable insights
Experience
Unique
technology
Actionable
insights
EyeSee is working for UX, marketing and market research VPs of leading brands and
our team exists out for former consultants at big MR firms. We have eye tracked more
than +10.000 respondents.
EyeSee is revolutionizing the market research industry. We have a unique platform to
track peoples’ eyes and facial expressions with their laptop and webcam at home,
resulting in fast and cost effective insights.
Our team consists of former market researchers of big market research companies. We
focus on actionable insights and improved marketing communication impact.
Some of our clients:

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Example – websites

10. Example: Exercise: buy product X
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Exercise: Buy product X

11. Example of completion rate:
how many testers completed the key tasks and how fast?
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Success / time Δ success rate Δ time needed
Current site New site
Task 1: add product x to wish list
Task 2: buy product y
Task 3: search for promotions and click on it
61% / 26s +40%
48% / 13s +70%
39% / 23s +25%
-50%
-20%
-43%
Task 4: search for the closest store
Task 5: subscribe to newsletter
69% / 37s +15%
96% / 12s -3%
-51%
+25%
The new site will improve significantly the conversion. In almost all exercises the completion rate is higher and the tasks were completed much faster.
Especially the tasks related to sales and tasks that we performing bad, improved significantly. 70% more testers were able to buy product X and spend 43%
less time buying the product. Also adding a product to the wish list had a significant improvement in completion rate and time.
10-30%
improvement
+/- 10%
> 30%
improvement
10-30% decline
> 30% decline
Success rate (%): Number of users in % who manage to complete the task.
Time needed: Average time needed for completing the task.

12. Example of navigation: How do they compete the key task?
Where are testers clicking? Where do you loose your clients?
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22% of the users were able to complete the exercises. The task was to find appropriate electronic gift from the holiday gift guide category. The biggest loss
of users is on 2nd page during the selection of the subcategory. On the home page 67% of the users clicked on “Electronics Holiday Gift Guide”, while 33%
chose wrong links. On the second page, only 34% clicked on the right subcategory. All respondents that landed on the third page chose one of the offered
products. Total time for completing the exercise was 78 seconds.
Exercise: Buy product X
67%
24%
9%
1. Category
2. Promotion
3. Gift Cards
58%
34%
8%
1. Promotion
2. Subcategory
3. Other subcategory
45%
50%
5%
1. Product x
2. Other product
34%67%
39s27s
% clicks % clicks % clicks
1
2
3
Correct click
Wrong click
1
2 3
1
3. Other product
2
3
Task completion rate: 22%
Time: 78s
100%
12s

13. Example of eye tracking:
Are testers noticing the key elements such as promotions?
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Exercise: Surf to Krëfel and Vanden Borre and buy a mobile phone.
2
2
1 1
% seen 1st avg. % seen 1st avg.
Area 1 97% 0,3s 2,1s 60% 1,5s 0,6s
Area 2 40% 8,6s 1,0s 85,6% 4,5s 1,8s
• Only 40% of people noticed promotion (area 2) at Krëfel & it is 2 times slower noticed than at VDB
• 60% more people use the navigation at Krëfel than at Vanden Borre
• People need 1,5 x more time to digest the information on the Krëfel website
Main Findings
• VDW should improve navigation. Area 3 is attracting attention away from the navigation. A potential
solution is to move area 3 to the right or change color of the navigation.
• Krëfel’s promotion visibility is low. A solution is to move the promotion area upwards.
Recommendations
3

14. Example of emotions:
Which page evokes most frustration?
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1. Click on Category 2. Click on Subcategory 3. Click on product you would buy
Frustration because of difficulties
find appropriate category
The first page evokes
most emotion. People are
confused by the different
categories when
searching for product X.
That is as well indicated
by the number of wrong
clicks when selecting the
category. The least
confusing is the second
page.
Amount of emotions
New website
Old website

15. Example of purchase intent:
% of first purchase intent
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Visibility of products
decreases 10%
Visibility of products
decreases 7%
Visibility of products
decreases 5%
Exercise: Click on product you would buy
X%
X% X%
X%
X%
X%
X% X%
X%
X% X% X%
X%
X%
X%X%X%X%
X%
X%
X%
X%
X%
X%
X%
X%
X%
X%
X%
X%
X%
X%
X%
X%
X%
X%X%
X%
X%
X%
X%
X%
X%
X%
X%
X%
X%
X%
X% X%
X%
High purchase intent/high
number of clicks
X%
X%
X%
Medium purchase intent/medium
number of clicks
Low purchase intent/low
number of clicks

16. Examples:
Optimize product visibility
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Design 1 Design 2 Design 3
% seen product
Time to see product
First purchase choice
35%
1,7s
10%
34%
2,2s
7%
32%
3,2s
5%

17. Example questionnaire:
Likes/dislikes
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Exercise: Indicate which areas you like/dislike
Dislikes
Likes
Neutral

18. EyeSee 3 steps to optimization
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 Sales is less than expected or flat?
 There is discussion about current design
 You want to create a new design?
Competition has a new design?
You want to have a general evaluation
Evaluate you current design:
How is your design performing?
How is competition doing?
What are the (dis)advantages?
Method:
• Stimuli include your and competition design
• After eye tracking there is a questionnaire
• N=50 for ET and 100 for survey, 1 cell
•Delivery: about 1 week
•Benefit: competition test @ half price
EVALUATE CONCEPT TEST OPTIMIZE
There are multiple new design proposed
and you need to take a choose based on
objective parameters
 There is a lot of subjective discussion
Preferences are distributed
Evaluate different concepts:
Which has biggest stopping power?
Which communicate best main message?
How do customers evaluate your concept?
Method:
•Respondents are exposed to concepts
•After eye tracking sessions there is an
elaborated survey
•N=50 for ET and 100 for cell, 3 cells
•Delivery: about 1-2 weeks
•Benefit: free elaborated questionnaire
You have chosen your concept and need
to further optimize
 There is a lot of subjective discussion
Preferences are distributed
Evaluate different concepts:
Which has biggest stopping power?
Which communicate best main
message, brand?
Method:
•Respondents are exposed to concepts
•After eye tracking sessions there is no
survey
•N=50 for ET and 100 for cell, 1 cell
•Delivery: about 1 week

19. Features
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Click to go to next page Redirects
Scroll horizontal
and vertical
OverlaysDynamic websites
Screen recoding
Deactivation of links
Click registration
Static sites
DisplayNavigation
Data
collection

20. Maximize marketing impact with EyeSee
It’s fast, affordable and easy!
2/04/2015 20EyeSee
Olivier Tilleuil
+32 477 41 52 90
olivier.tilleuil@eyesee-research.com

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Appendix

22. Answers to FAQ
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• We do not need additional hardware. We use regular webcams;
• The sessions are conducted at home and respondents are able to do it without support;
• It is easy and simple;
• All designs include rotation patterns;
• Client stimuli are never shown first;
• We can show videos;
• Our shelves can be scrollable and we can zoom into certain areas;
• We ask survey questions afterwards;
• Respondents are recruited via panel supplier;
• Standard studies we deliver in <1 week;
• Prices are in general 2-3 lower than conventional solutions;
• We deliver a detailed report with actionable results;
• We test accuracy after calibration;
• All environment factor are tested automatically, respondent receive automatically feedback and
environment factors are controlled during session;
• We use about half of the obtained data, and get an accuracy of 2 degrees;
• Areas of interest needs to be at least 5% of screen.