Methodology of Neuromarketing in Websites Analysis Approach

• Published in: 2019 Congreso Internacional de Innovación y Tendencias en Ingenieria (CONIITI ) pp. 1 - 6
• Main Authors: Carrillo, Camilo-Andres, Bolivar, Holman, Chaves, M. L.
• Format: Conference Proceeding
• Language: English
• Published: IEEE 01-10-2019
• Subjects: Empathy; Eye Tracking; Neuromarketing; Usability; Website
• DOI: 10.1109/CONIITI48476.2019.8960864

According to Salesforce of 6,421 customers who bought Web pages during 2016 at the end of 2017, only 2,917 remained, corresponding to a 54 % decrease. When tracking 850 clients to know the causes of dissatisfaction with the product of Web pages, it was found that 35.92% of the clients surveyed indicated that the design of their website was not appropriate for their business, this fact allowed to identify a set of possible elements or factors that cause the failure of the web pages, as: not identify potential clients, not identify the final objective, web pages without Consistency, think that appearance is the only thing that matters and optimize before getting traffic. Based on the techniques of Neuromarketing and Eye Tracking a methodology was developed to obtain an indicator that allows to measure the level of empathy that a user presents with a website, studying the moments in which the neuronal stimuli when interacting with the different elements of the site The web and the visual route present a wave behavior similar to those of the emotions, in order to solve the problems that exist in the world of web design on what factors are determinant in the presentation, usability and design.