Eye-tracking study for Bosch offers a glimpse into the unconscious
UX services
Usability test
Eye tracking
Heat maps
Laboratory tests
By combining remote testing, lab testing, and eye-tracking, we were able to identify the areas that needed optimization to increase the conversion rate. This is the second time we’ve successfully collaborated with Userlutions. On both occasions, we found the firm to be highly competent in its consulting services, as well as flexible and reliable in its implementation.
Customer
Maria Nogueda
Senior Product Manager
Bosch Thermotechnik
What does an eye-tracking heatmap visualize?
Heat maps reveal unconscious gaze behavior
Small but mighty—the eye tracker created a heat map for Bosch that used color to show how long or how often users looked at specific points (red = long/frequent, green = short/infrequent). Especially in the first few seconds on an unfamiliar website, eye movements occur subconsciously, which is why a usability test alone wasn’t revealing enough for Bosch.
Neuroscientific methodology reveals the website’s potential
How Bosch gained the best possible insights by combining usability tests with eye tracking
Userlutions carried out the study with 20 homeowners who had concrete renovation plans. The eye-tracking showed Bosch that crucial information on their website was not perceived or was perceived too late. 20 supplementary usability tests with 10 in-depth interviews revealed further user requirements and their usage problems. This gave Bosch an all-round view of the configurator’s conversion potential.
What Bosch users didn’t see …
… and why they did not register to the website as a result
Through the eye-tracking study, Bosch Thermotechnik was able to gain key insights directly related to the conversion rate, such as:
- Lack of trust: The testers were not aware that this was a vendor-neutral configurator designed by Fraunhofer, as they did not see the corresponding logo.
- Poor positioning: An important drop-down menu was only seen after 30 seconds on the page. After this time, many test users had already dropped out.
Significant increase in conversion rate
Combining eye tracking and usability tests to increase user engagement
Based on these findings, Bosch Thermotechnik was able to eliminate the biggest obstacles to conversion and thereby significantly increase its conversion rate. The recommendations from the in-house configurator were tailored to users’ needs, so that they now offer significant added value for renovation planning .
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Birgit Bärnreuther
Head of Consulting
+49 30 / 544 870 24
(Mon–Fri, 9 a.m.–6 p.m.)
Birgit Bärnreuther, Head of Consulting
+49 30 / 544 870 24
(Mon–Fri, 9 a.m.–6 p.m.)