As Braingineers has developed its own emotion analytics models, we are able to pinpoint the exact moments of frustration, joy, and attention. In combination with eyetracking, we can determine which elements on the website have evoked these emotions.
Joy can indicate either a positive experience, or the absence/dissipation of a negative experience. Examples of positive experiences include reaching a goal, when results match the user’s expectations, visuals that induce a positive feeling or positive surprises such as price reductions. Examples of the absence of a negative experience include moving past a frustrating element. Joy can be used to determine which parts of a website are experienced the best, and can thus be used as reference points for adjusting the more frustrating parts.
Attention is described as cognitive processes regarding information processing. Levels of attention are increased when reading, writing or processing (difficult) sections of text. When too much Attention is required to perform a task, it may result in an increase of Frustration. Peaks in Attention can indicate points in the web flow that could use some streamlining, or where it is difficult to derive what individuals must do next (for example, when the navigation makes it difficult to find out where to go).
Frustration is the most interesting emotion for us, as it indicates possible points for improvement in the web flow. Frustration can be caused by various events, such as not being able to reach a goal or feeling obstructed, experiencing mental bottlenecks, not understanding text or visuals or a mismatch between expectations and reality. This is the most important emotion to explain drop out behavior. Optimizing elements that cause high frustration leads to improved conversion and reduced drop out behaviour.