[Case Study] Website Testing: Insights Pro to test thelightbub.ai’s website

About us:

thelightbulb.ai is a multimodal Emotion AI platform that has 4 patents with 8.4 million face frames scanned. At present, the company is supported by top Venture Capitalists (VCs) and collaborates with reputed brands in partnership with leading technology providers for full stack experience.

Moreover, the company utilizes state-of-the-art infrastructure in computer vision, emotion.ai, and machine learning technologies to gauge the attention and emotions of the study participants, when they consume content online.

Project Objective and Target Audience:

We conducted UX testing of the Lightbulb website in the key markets of the US and Europe in the age group of 25-60 among the male and female population.

Here were a few of our objectives:

Traffic paths: Gain insight into the traffic patterns followed by the users as they navigate the path across the stimulus.

Most viewed sections: Recognize the most visited sections of the website, particularly the homepage.

High Relevance Call-to-Action (CTAs): Identify the most significant and clicked-on CTAs, coupled with the method of discovering them.

Process/Way of Approach:

Emotional AI: We used Emotional AI (facial muscle tracking, conversational intelligence, and eye tracking) to predict consumer emotions, likes, and dislikes of consumers across the website, giving comprehensive deep insights into consumer behavior.

Heatmaps: Heatmaps helped us to give a crystal clear view of the data points and gave meaningful insight into which sections of the website customers invested the most amount of time, giving us an idea of the required changes to make.

Gaze Plotting: Gaze plotting helped us to understand the consumer’s point of focus and visual field at the time of carrying out a task. And displays the location, and time spent gazing at locations across the stimulus.

Areas of Interest: Generally, consumers navigate through a website based on needs, interests, and instincts. We carried out a deep dive into the website sections that consumers prefer the most.

Indicative Insights (Glimpse):

These were a few of the findings:

UX Insights and Traffic Paths:

Users found UX confusing. Rapid blinking and linear scrolling on purchase-related pages caused
low click-through rates.

Most Viewed Sections:

1. The home page topped the charts in grabbing attention among the users.
2. On the homepage, the top home tab on the navigation bar along with the master head area (with image) generated maximum attention. Also, the blog and testimonial section drew interest.

Emotion Insights:

The inability of the UX to enthuse or generate excitement among the users led to low positive emotions.

Conclusion:

The UX testing gave us a clear picture of consumer behaviour and preferences. This study helped us to refine our website to create a fulfilling and engaging user experience, propelling user satisfaction and conversation rates.

To gather more insights and data from the UX testing of the Light Bulb website, kindly fill up the form below to download our PowerPoint Presentation (PPT).

Access The Complete Report

Fill this form to access the detailed case study in PPT format with data & insights on the IKEA – Evaluating Website User Experience performed using emotion ai research methodologies.