UK recruitment agency HR GO plc used a combination of innovative biometrics testing and AI technology to increase website conversions by 153% in four weeks.

Summary

With a combination of innovative biometric testing, including eye tracking and electroencephalography (reading the brain’s electrical activity), and AI technology, UK recruitment agency HR GO optimised the user experience on its site and increased conversions by 153% in four weeks.

It tested more than 1,000 different design combinations at the same time to determine the most effective layout for site visitors.

Objectives

HR GO plc needed to find out why their conversion rates were 7% below market norms. Its digital agency, Space Between, used biometric testing to find the issue and AI powered conversion technology Sentient Ascend to test for the best solution.

Implementation

Biometric testing, including eye tracking and electroencephalography, was used to find out what was discouraging users from submitting applications, such as overwhelming or distracting features on the site.

The next stage of the strategy was to create and test designs that would improve user experience. Sentient Ascend’s multivariate capabilities could test more than 1,080 design combinations at the same time and see which combination of changes was most effective.

Alongside primary design changes, the agency also tested other design and content changes that normally would not have been made a priority. Traditional A/B testing is extremely limited and would not have been able to complete the tests in the time given.

Results

The site underwent four weeks of evolutionary testing, where promising concepts derived from biometric testing were combined until the best performing design was selected. The winning variant when completed delivered a 153% increase in conversions and the overall improvements are predicted to lead to an additional £770,000 in gross profit for HR GO.