Award-winning framework for more effective e-commerce testing

7

minute read

Blog

With e-commerce expected to grow to nearly double by 2023 to more than $6.5 billion globally, it gives rise to new opportunities for brands to be competitive. However, market research in the online domain is still in its early stages, with brands often opting for a much wider variety of research questions and a lack of focus in comparison to brick-and-mortar studies.

So, how to set up the e-commerce testing approach with actual impact? Our collaboration with Microsoft was recognized in the highly competitive category as the Global Market Research project of the year at the Marketing Research and Insight Excellence Awards by Quirk’s last November.

Based on this successful collaboration, Sanja Cickaric, EyeSee’s leading expert on UX and e-commerce shared takeaways and 3 steps for testing your online platform more effectively:

Step 1: Choose the level of the study and invest in the bottom-up approach (start with tactical, and then address strategy), which willprovideyou with have quick wins that demonstrate impact to your stakeholders.

Step 2: Combine the right conventional (survey) and behavioral (eye tracking, virtual shopping) methods to increase the predictability by up to 30%.

Step 3: Test in-context on a (mockup of a) specific website

Check out the full guide:

https://youtu.be/v73U-sCiUlA?list=TLGGwxEty2JWfq0xNTA2MjAyMg

Tags

Behavioral insight

E-Commerce

Limited offer:
Reckitt x EyeSee
@ESOMAR Retail Media webinar on demand

Thank you! Your submission has been received!

Oops! Something went wrong while submitting the form.

Please fill the form to download full article

Thank you! Your submission has been received!

Oops! Something went wrong while submitting the form.

Latest blogs

Reckitt's Retail Media case: Win-win for brand, retailers and consumers

Retail Media Networks are big data gold mines for commerce. However, to harness their potential, it's crucial to move beyond traditional sampling and embrace unstructured data, prioritizing the search for correlations over singular causes to better explain trends.‍Discover an in-depth breakdown of their data management processes and learn what steps brands and retailers need to take for successful retail media data management.

4 key takeaways from the 2024 GRIT Report

In a landscape of manufacturers tightening budgets and market’s increasing time constraints, insights professionals face mounting challenges to stay relevant and impactful. The GRIT 2024 Business & Innovation Report reveals key trends that underscore these pressures, from the rapid adoption of AI to the growing dominance of full-service, tech-driven providers.

Is your brand already late for the future? How new generations shape the FMCG

For established brands with long-standing traditions, the pressure to innovate while keeping pace with modern demands is immense, especially with the rise of fierce competitors who have little to lose.

Bratislav Stefanovic

4 key questions for building a winning Retail Media mindset

After the major disruption in global advertising and marketing caused by social media and search engines, it seems Retail Media is ushering in yet another big wave of change. How do we know this?

Minja Stojanov & Katarina Ciric

Struggling with e-commerce conversions? Join our webinar to turn it around!

Is your E-commerce strategy falling flat? When trying to fix clutter in the funnel, it often feels like new issues keep cropping up? Are you overwhelmed by the numerous questions that arise when trying to create a proper framework, not knowing where to start?

POS display evolution: From behavioral KPIs to retail media disruption

As I reflect on the early recommendations from EyeSee’ first studies—where visibility, attention, likability, and share of shoppers were the Holy Grails—I’m reminded of just how far we've come! From these initial findings, we understood that elements like product prominence, clear functional benefits, and strategic copy placement were key drivers of display effectiveness. Now, with the rise of retail media, we stand on the brink of yet another transformation, one where the integration of digital elements and data-driven personalization promises to take POS displays to new heights.

Growth reimagined: EyeSee welcomes Tom Goderis

Two words on everyone’s mind: sustainable growth. But getting there? Not so simple! With 12 years of insights expertise, EyeSee is ready for its next big move—and it’s bringing in Tom Goderis to lead the charge. From P&G’s R&D labs to market research master and Chief Integration Officer, Tom’s career is all about shaping the future. In this lively interview, Tom talks about big ideas, growth strategies, and trends you won’t want to miss. Get ready for his fresh take on the future and how companies can stay ahead of the game!

From attention to action: Optimizing e-commerce content

It's well known that human attention spans are now shorter than that of a goldfish, averaging just 8 seconds. Now, imagine that limited attention in the cluttered world of e-commerce. One effective way to capture it is by investing in the optimization of e-commerce content, such as ads, image carousels, and A+ content. However, grabbing attention alone isn’t enough to convert a visitor into a buyer. While our latest research shows that A+ content can significantly enhance brand perception—making it feel more relatable, trustworthy, and innovative—it doesn’t guarantee a purchase.

Bite into the billion-dollar mooncake craze: Insights from Singapore

Xinyu Tok and Jenny Armshaw-Heak

Accelerate e-commerce growth with tech-powered insights

E-commerce is evolving rapidly, reshaping industries worldwide. On average, 46% of global online shopping...

Virtual shopping – the why and the how

Complex environments like stores have elements competing for customers’ attention. Therefore, it is no surprise that many traditional research...

Can virtual stores predict advertising effectiveness better than surveys?

Will the ad increase sales? In most pre-testing protocols, sales impact is “measured” with explicit methods...

Emotional marketing: Elicit emotions in order to stand out from the competition

Emotions build memories and drive action, which is why they hold a special place in advertising.

A hard look at eye tracking: What is the ‘best’ solution on the market

This is the first installment of the series focusing on eye tracking solutions and their validation – stay tuned for more!

Milica Kovac and Jelisaveta Milovanovic

Eye tracking in venture crowdfunding: Uncovering behavioral insights

While eye tracking is widely used and popular in consumer behavior literature, very few studies have introduced eye-tracking technology in...

Carrying the torch of Olympic excellence: A look at Paris 2024 ads

The goal is to achieve returns across all disciplines—increased sales, brand anchoring, perception, and awareness—so your brand shines like a gold medalist.

Celebrating ad excellence: Singapore National Day breakdown

Brands are gearing up to flex their patriotic muscles through their special National Day 2024 campaigns celebrated by the dazzling fireworks display,

Who is winning the pre-Olympic game?

With huge investments in video ads in the range of $10 million to $15 million , it's normal to expect a significant return on these creatives.

What links half of the top 30 CPG companies

Market research and business decisions driven by firm, highly predictive insights are certainly key for business growth and success.

Rooting for retail success: cultivating Insights from Decision Trees

Understanding the customers buying behaviour through the Decision Tree methodology can help tailor product offerings to better meet their needs.

Empower creativity with insights at Cannes Lions

How should brands navigate this vast creative landscape, and how can they ensure their creatives are truly effective?

Is your Hero Product E-commerce ready?

Statistics tell us that around 50% of potential sales are lost because visitors can’t find what they are looking for.

How to navigate e-commerce shopper behavior

Typical e-commerce conversion rates hover around a modest 2.5% to 3%. That means out of every 1,000 visitors to your site, less than 50 ends up placing orders.

Mila Milosavljevic

Early Quant Screening Research for a Winning Edge

Within the highly dynamic and complex process of product development, packaging design serves as a linchpin for consumer engagement and purchasing decisions.

Strike a balance between native and branded Facebook Ads

Facebook may not be the place to find the youngest audience (though its audience is diverse and earns money), but some facts are simply unbeatable.

Konstantin Tomic

From clicks to carts: Is retail media CPG's e-commerce future?

Uncertainties persist regarding retail media's scope, its impact on retailer-brand dynamics, and its long-term implications for omnichannel consumer behavior.

Emotion Recognition Demystified: The Expert Guide

Emotions are written all over our faces, we just need to know how to read them.

Behavioral insights about women by women

EyeSee is comprised of 61% women who drive forward 100% of pioneering research!

[White Paper] TikTok First Content Guidelines for Powerful Ads

You want it to influence your brand perception, make it stand out, be rediscovered, and imbued with new energy?

Key learnings from Lunar New Year pack designs that drive purchase

Seeing the display of festive treats in stores and homes this Lunar New Year got me thinking about their pack designs and how they influence me as a consumer.

Insights from London to Dallas: The 2024 MR event season is on!

Let’s figure out how to elevate the consumer in-store experience while also keeping the cost-of-living crises and movement in the e-commerce scene in mind.

Build on social media ad impact with behavior-savvy strategies

Are social media analytics sufficient to understand how content affects us and how it works?

Road to growth: Understanding travel retail consumer behavior

I realized that the time I spent waiting on my flight changed my purchasing habits. Here are some points that make it different.

Koen Philippaerts

2024 Insights in focus

11 years of growth, 3 lessons for the MR industry

Our strategy is clear and still follows our initial compass of combining scalable behavioural methods.

Five behavioral research postulates to keep in mind for a successful e-commerce strategy

To make some kind of system in such a branched shopper movement and try to be as predictive as possible, keep these five things in mind

Tap into hidden potential with new TikTok creative insights

We discovered that 71% of TikTok users stop and watch the first three seconds of the video and that 56% of each sponsored content is seen on average.

EyeSee @ GRIT Top 50 Most Innovative MR suppliers!

EyeSee debuted on the GRIT Top 50 most innovative research suppliers list this year, among fourteen other tech-enabled companies.

Worldwide consumer behavior: 4 different perspectives

It is not uncommon for local trends to become global and vice versa, so keeping your eyes on all four sides of the world is strongly recommended.

Brand growth strategies are too fragile without this step

How can a brand be relevant if it does not follow the trends of its own category unless its mission is to be disruptive and deliberately goes against them?

Post-pandemic consumer: restraints strengthen cravings

This meta-analysis is based on 250 studies in the FMCG category. Studies ranged from 50k to 150k respondents, spread over US, Europe, APAC, and Latin America.

Meet EyeSee’s Quirk’s awards nominees that turn data into precious insights

Insight managers are a true force behind the Market Research Industry and its cornerstone, each crafting insight stories in their unique way.

Decoding shopper behavior: An in-depth guide for insights specialists

In this article, I provide a step-by-step walkthrough of a mix of KPIs that have been proven to accurately predict the best pack designs.

Jason Brandbury

Brand blocking traps you don’t want to fall into

Brand blocking has long been a go-to merchandising technique for brand managers looking to ensure their brand stands out on the shelves.

Bratislav Stefanovic

Deep dive: How to nail your product claim

80-95% of shoppers make their purchase decisions subconsciously in stores within seconds, and over 2/3 of them do so heavily influenced by claims specifically.

Pricing adjustment strategies in APAC: Are you keeping up?

We’ve previously published the key findings for the US market. Now, let’s take a closer look at the results for the APAC region.

Growing EyeSee: Joris De Bruyne and Marija Djordjevic to lead the new era of insights

After 10 years as partner at EyeSee, Joris De Bruyne is taking over the role of CEO from founder Olivier Tilleuil, who moves to an EyeSee Board position.

Pioneering HFSS research: Rethink promotion and positioning in store

The EyeSee’s just wrapped up a behavioral study looking into how product windows and different placements impact visibility and, ultimately, sales.

Fresh pricing study: How do we shop for high and low frequency categories?

The goal of this study was to look at two possible strategies that brands can opt for, and how do consumers react to both in the current inflation.

New pricing study: Reduce pack volume or increase price?

Second wave of the pricing tracker in the US to identify how consumer behavior is shifting when exposed to different volume and pricing adjustment scenarios.

Planograms: Recession-proof your shelves

Unpredictable times require highly predictive insights as smart shopper optimization can make the difference between winners and losers of inflation.

Women who shape research and us, part 2: Buying context

This time around, our top experts and impressive women selected breakthroughs about buying behavior that define the current moment.

Know when to play the AI card in eye tracking

Real eye tracking is still supreme when faced with complex questions that require nuanced insights.

Women who shape research and us, part 1: The talent of Mexico

We take Women’s month (as well as any opportunity) to reflect, acknowledge and celebrate women who shaped research and us!

Behind the MR scenes: How tech drives transformation when you do it right

Each client slowly helped us build realistic shopping environments with distinct consumer features and touchpoints.

Raising a start-up: How tech drives MR transformation when you do it right

How does a market research company step out of bounds while remaining competitive?

No one-size-fits-all: The many levels to getting the sample size just right

Let’s take a look at some cases where being smarter and creative adds value when picking the right sample size:

Agile tech team is a secret MR weapon

From the get-go, EyeSee’s mantra was to make consumer insights accessible by jumping outside of the traditional research bounds and going completely online.

2023 Insights casebook

Spicing the plant-based market up: The rise of alternative protein among consumers

Vegan-friendly products are gaining popularity despite the almost equal and opposite force of the increasing popularity of keto and other high-protein diets.

One team, ten perspectives in 2023

While predicting the future is never an easy task, we’re firm believers that there’s no better way to brace yourself than to turn to behavioral know-how.

One way to become competitive in insights: Ten milestones that defined our behavioral formula

A decade ago, an innovative idea was cooked up by EyeSee founders – make it easier for brands to understand how their consumers think and shop.

10 years of EyeSee, 10 readings that shaped our approach (to research)

Here are 10 books (in categories such as startup, the idea, behavioral research, and growth) that helped and guided us to where we are today.

Let's not sugarcoat it: Here's how to make placement and promotions work in a restricted market

Amongst the many disruptors the markets across the world have felt over the last few years, the UK government introduced new measures on HFSS food.

One approach: Ten studies that pushed the boundaries of consumer research

To celebrate this decade of insights, innovation, and studies that pushed us forward – we have collected our most memorable studies and learnings over the years

Impacting the final online basket: From all-powerful touchpoints to impulse purchases

As the pandemic online shopping habits started settling down, shoppers have slowly yet surely started going back to trusty old brick and mortar.

Behavioral insights: Backbone of successful co-branding initiatives

There’s a good chance one of your new favorite products may just be the result of two separate brands working together.

Jason Brandbury

Capture their attention first, and the ‘heart’ next: attention & emotions in social media advertising

In this article, we will address the most important creative aspects to have in mind when directing and optimizing social media ads.

Forecasting innovation success: The power of NPD market share projection

The pressure to decide whether to launch an NPD is nothing new – many brands might forgot the NPD efforts, especially during economic pressures.

#FollowInsight: Finishing Women’s Month right!

Insightful sessions where we will cover all the latest insights brands should know about!

The battle for attention: How to retain consumers' focus in global crisis

How can brands navigate rocky waters amid major happenings such as the pandemic or war in Ukraine?

Virtual shopping: Why some categories are leaders in the green change and how to become one

Why do consumers opt to buy some products more than others – especially in the arena of sustainable alternatives?

Riding the wave of change: Building competitive and sustainable products

This blog is the first in a 4 part series, so strap in for a hilly, albeit hopeful ride across the complicated ‘green’ product landscape.

2022 Insights casebook

Social media impact: How much does social media content affect actual shopping?

This is the third instalment of the study exploring what makes a competitive sustainable product win on the shelf.

Walk your talk: Choosing sustainable product claims wisely

‘Eco-friendly’, ‘zero-waste, ‘100% recyclable’ – we’ve all seen them in a supermarket shelves, but do these claims have the power to impact consumer behavior?

Twitter x EyeSee: Does adjacent content affect brand reputation?

How adjacency to controversial or divisive social media content impacts brand performance?

EyeSee x Google: Pushing the boundaries of in-context online research

Tech powerhouses like Google and companies from countless other industries turn to Virtual store environments and online remote research for consumer learnings.

2021 Insights casebook

Thanksgiving, Black Friday, Christmas: Optimizing for a challenging holiday season

Be it the holiday season or not – omnichannel optimization and a seamless cross-channel experience are crucial for success with shoppers at the start of 2021!

Explaining complexity in research: Embracing new methods

What convinces people to add new methods to their insights arsenal?

Explaining complexity in research: Talking to key stakeholders

This is the first part of a two-part conversation between 4 Insights directors and managers at EyeSee.

EyeSee’s Founder recognized as the insights leader of tomorrow

Olivier Tilleuil, the founder of EyeSee, got featured in the competitive GRIT future list.

Award-winning framework for more effective e-commerce testing

With e-commerce expected to grow to nearly double by 2023 to more than $6.5 billion globally, it gives rise to new opportunities for brands to be competitive.

International Women in Science and Tech day: Leveling the playing field

We are taking a moment to celebrate the fantastic group of women who work at EyeSee on developing innovative solutions and tech to push market research forward.

2020 Insights casebook

Behavioral insights for 20/20 vision: Mastering channels and platforms

For the end of 2019, we compiled a list of most valuable behavioral insights that will give you a clear view in 2020.

EyeSee at the Future is Now conference

Marija Smudja, EyeSee’s Advertising insights director, was one of the panelists at the Future is Now conference, focusing on IT trends and business innovation.

EyeSee in top 20 fastest-growing tech companies in Belgium third year in a row

EyeSee took spot number 19 on the list, staying in the top 20 for the third consecutive year.

Do behavioral and traditional research methods clash?

A positive correlation means that if one variable goes up, the other variable goes up, too – a negative correlation meaning the opposite.

Olivier Tilleuil

Breaking the social media clutter: Which ads make an impact?

Do consumers notice your ads while scrolling through their social media feeds? How do thumbnails, colors, and sounds impact your ads?

EyeSee in Deloitte’s top 200 fastest-growing tech companies in EMEA

Growing in revenue by 489%, EyeSee secured a spot as one of the 500 fastest-growing tech companies in Europe, the Middle East, and Africa.

Twitter introduces 6s ad bidding following EyeSee study

In the mobile-first, attention-deficit age, in-feed video ads are a vital tool for brands and companies to reach their customers.

EyeSee in the top 10 of Deloitte’s 2018 Technology Fast 50

EyeSee ranked as the 10th fastest-growing tech company headquartered in Belgium within Deloitte’s 2018 Technology Fast 50 program.

The highest predictive value of insight: Which methodology works best?

Using multiple methods helps provide a bigger picture. But why is this so important?

Market research, industry re-inventing itself

The exciting innovation-driven beginnings do not reflect the current state of the industry.

EyeSee’s new foothold in the dynamic UK market

After successfully expanding to New York and Paris, EyeSee has opened yet another office – this time in London, UK!

How insights create marketing expertise

When it comes to marketing and brand directors, market research represents a feedback loop and helps deepen expertise.

2019 Insights casebook

Planogram test for Sweetener Category

The client developed a new sweetener aisle configuration in the hope of showing category growth. Discover the research goals, what was tested, how it was conducted, and the results.