Do you know what your customer is thinking while using your website? Well, that’s nearly impossible. But, given the rage of ethnography in marketing research, what if you had the ability to get instantaneous feedback by watching not only their actions on the screen, but also their expressions as they point and click?
Techsmith’s Morae software gives you the ability to do just that. Via the internet and this software, you can now identify precisely where your web site fails your customers – causing everything from abandoned shopping carts to expensive conversations with the call center. With Morae for usability testing, you can gather all of the data you need, including wrinkled brows and expletives. To see some of the Morae software in action, check out their online demo or view a few screen shots of some of the new features available.
For $1495 you can get the Morae bundle (1 manager, 1 recorder and 1 observer) to create one usability station, through which you can rotate an unlimited number of users. It’s not super cheap, but smart players like E-trade, eBay, and Expedia use it. What’s your plan for delivering the optimal user experience?