The eCommerce Marketing Podcast walks you through everything that goes into ecommerce marketing — from inbound marketing to paid advertising to conversions. Learn the strategies top marketing experts use to grow their businesses.
Marketing Strategies Revealed in this Episode:
- What is biometrics
- Biometrics and conversion rate optimization
- The technology that makes it all work
- What companies are doing and how it has improved conversion rates
- The future of biometrics technology
Episode Title: Harnessing Biometrics for eCommerce Conversion Optimization with Marcus Cooke
Guest: Marcus Cooke, Technology Director at Space Between
In this episode of the eCommerce Marketing Podcast, host Arlen Robinson interviews Marcus Cooke, Technology Director at Space Between. Marcus shares insights on how biometrics can enhance eCommerce conversion rate optimization (CRO). Space Between specializes in integrating biometric research with CRO, offering advanced solutions to eCommerce brands like ASOS, ghd, and LEGOland.
Key Takeaways:
- Introduction and Marcus’s Background (00:00:31):
- Marcus’s journey from web development to leading the technology department at Space Between.
- His experience with top eCommerce brands and partnerships with Adobe and Dot Digital.
- What is Biometrics? (00:06:52):
- Explanation of biometrics as biological metrics to measure human physiological responses.
- How biometrics quantifies data like pupil dilation, heart rate, and skin response to understand user behavior.
- Merging Biometrics with Conversion Rate Optimization (00:09:33):
- The limitations of traditional tools like heat mapping.
- Using biometrics to gain deeper insights into user motivations and behaviors.
- Benefits of combining traditional UX research with biometric data for more accurate results.
- Technology Tools Involved (00:14:50):
- Overview of biometric tools such as eye tracking, GSR sensors, and facial emotion recognition.
- The use of these tools to track user reactions and physiological responses during their online journey.
- Application in eCommerce (00:19:51):
- Practical uses of biometrics in eCommerce, like optimizing checkout processes and evaluating user reactions to promotions.
- Examples of how top eCommerce companies leverage biometric data for competitive advantage.
- Future of Biometrics in eCommerce (00:22:25):
- The potential for scalable biometric data collection through user webcams and home kits.
- The importance of gathering data in natural settings for more accurate insights.
Guest Information:
- Name: Marcus Cooke
- Position: Technology Director at Space Between
- Website: Space Between
