How Certina turned human insight into a stronger product launch and webshop
Certina, part of the Swatch Group, wanted to bring the new modular DS+ watch to market successfully and align its international webshop with what watch buyers really care about. Neurofactor combined behavioural insight, profiling, eye tracking and web data to sharpen the audience, the product communication and the online customer journey.
The case in numbers
The challenge
A new watch concept asks for more than a good campaign
The DS+ is a modular watch that lets customers combine different components. Certina wanted to understand which emotions and associations play a role when buying a watch, which audiences held the most potential, and where customers dropped out during the online purchase.
That made the question bigger than product promotion. The full experience had to add up: from audience and positioning to product information, price communication and checkout.
The approach
From unconscious preference to visible online behaviour
Neurofactor examined which emotions and preferences play a role when buying a watch. Profiling revealed an international audience that had not been approached in a targeted way before. Eye tracking and web analytics then showed what visitors paid attention to, which information they missed and where friction appeared during checkout.
The insights
The biggest opportunity was not only in the product
The research showed that how visitors process information mattered at least as much as the product itself. By connecting better to their attention, expectations and decision process, Certina could improve the online experience in a more targeted way.
The results
Human insight translated into commercial improvement
The insights were applied to the positioning of DS+ and to the international webshop. In the period of these improvements, drop-off on the checkout page fell by 52% and global DS+ sales within the identified audience grew by 30%.
These figures describe a relationship within the period of the improvements. No scientifically proven causality is claimed.
What this means for other organisations
Optimisation starts with understanding why people drop out
Analytics show where visitors stop. Behavioural and attention research helps explain why. Combining both creates a fuller picture of the customer journey, so organisations can make choices that are not only technically sound but also fit how people look, feel and decide.
Want to know what customers really see, feel and decide?
We combine behavioural insight, profiling, eye tracking and data to show where opportunity and friction appear in your customer journey.