10:55AM - 11:15AM
Driving Conversion on Mobile: A Neuroscience Perspective - The Emotional Impact of Mobile Shopping
True Impact Marketing and Plastic Mobile conducted a study that applied neuroscience to user experience to explore what users actually saw, thought and felt when following the customer journey in three transaction-based mobile applications. By determining positive and negative emotions and attentional activation - rather than relying on people to say what they mean without any bias, influence, or other variables altering their true reaction - the study finds new insights into engagement. The findings can help marketers, researchers and customer experience designers optimize every precious pixel.
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