Eye tracking study for Bosch: I see what you don’t see.
A look into the users’ subconsciousness
Why did the BOSCH house configurator have a low conversion rate…
…and what did we do to increase sales?
Is your website’s bounce rate high, and you can’t quite explain why? Is your shop’s conversion rate falling short of expectations?
Bosch Thermotechnik also faced these challenges.
On the website effizienzhaus-online.com, BOSCH Thermotechnik offers a configurator that provides homeowners with specific renovation and refurbishment recommendations. After the launch, however, it fell short of conversion expectations. The bounce rate was high, and the configurator’s recommendations remained unused. In order to find out how users behave, and to deduce the reasons for the poor conversion rate, we conducted an eye-tracking study for BOSCH.
The goals of Bosch Thermotechnik
- Increasing the configurator’s conversion rate
- Explaining why users bounce and which requirements are not being met
- Understanding the user’s behavior
- Uncovering usability problems
Facts about the project
| Customer | Bosch Termotechnik |
| Duration | approx. 2 months |
| Methods | Usability tests, eye-tracking |
| Result | Significant increase in conversion |
This is what an eye tracker looks like
What does an eye-tracking heatmap visualize?
Heatmaps make subconscious gazes visible
Small but powerful – The eye tracker created a heat map for Bosch that displayed in color how long or often users looked at certain points (red = long/frequently, green = short/rarely). Especially in the first few seconds on an unfamiliar website, glances take place subconsciously, which is why a usability test alone was not informative enough for Bosch.
The areas requiring the most attention are visualized (Move me!)
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.
The lab usability test is conducted by a UX expert.
What the Bosch users didn’t see…
… and why they did not register to the website as a result
The eye-tracking study enabled Bosch Thermotechnik to gain crucial insights that are directly related to the conversion rate. E.G.:
- 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.
Important elements were simply overlooked
Significant increase in conversion rate
Combining eye tracking and usability tests to increase user engagement
Based on the findings, Bosch Thermotechnology was able to eliminate the worst conversion killers and thus multiply its conversion rate. The recommendations of the house configurator have been adapted to the users’ requirements so that they now offer significant added value for renovation planning.
Optimizations to the interface have improved the conversion rate
Conversion potentials uncovered
“With the combination of remote tests, lab tests and eye tracking, we were able to identify the areas that needed to be optimized in order to increase the conversion rate. This was already the second time we have worked successfully with Userlutions. On both occasions, we found them to be very competent in their advice, and flexible and reliable in their implementation.”
Maria Nogueda, Senior Product Manager,
Bosch Thermotechnik GmbH
Curious?
Would you also like to know the WHY behind your key figures and find out what your users see and what they don’t?
We usually offer eye tracking in combination with usability tests in order to gain the full spectrum of insights.
Are you interested in working with us or do you have any questions?
We offer free and non-binding consultations
Birgit Bärnreuther
Head of Consulting
030 / 544 870 24
(Mo to Fr, 9am to 6pm)