The meeting of two not-so-different worlds: Marketing & UX Research
The cases of WeRoad, Viaggigiovani.it and Intrepid Travel
The purpose of the research was to evaluate the emotional impact of three commercials related to three organized travel agencies (WeRoad, Viaggigiovani.it and Intrepid Travel) and the usability of their respective websites involving thirty university students between 18 and 28 years old. All this remotely!
A link was sent to users to access an ad hoc platform for remote usability analysis. The sample of 30 students was divided into two groups: 15 users watched the commercial (experimental group) while the other 15 users watched another video (control group). The users of each group were further divided into three groups so that each group, formed by 5 students, saw only the commercial (in the case of the experimental group) and the website of one of the three booking sites WeRoad, Viaggigiovani.it and Intrepid Travel.
The results obtained
The effectiveness of the commercial was measured through the Positive Affect and Negative Affect Scale (PANAS).
The results highlighted an increase in positive emotions and a decrease in negative emotions following the vision of the WeRoad and Intrepid Travel commercials. These data confirm a greater effectiveness of commercials that mainly leverage the neuroinsights of the reptilian brain and the mammalian brain, used precisely by the WeRoad commercial, to the detriment of those of the neocortex.
What was collected on the first impression of the website’s Home Page, measured through the Five Second Test, highlighted how WeRoad was the only site capable of clearly presenting who it is, what service it offers, and who the recipients of its service are.
Web usability was tested by involving users in tasks related to completing the travel booking funnel and searching for some information on the site. The analysis of the success and failure rates of the tasks, the average pages visited, and the average task completion times decreed Viaggigiovani.it as the most usable site, followed by WeRoad and Intrepid Travel.
Interpreting the first two results, it is evident how the positive emotional impact of the WeRoad commercial increased the probability of memorization and of a good predisposition towards the brand, as evidenced by the results of the first impression test. The WeRoad site is also well placed in the challenge on web usability with Viaggigiovani.it and Intrepid Travel, suggesting a possible influence of the positive effects of the emotional impact and the first impression of the Home Page.
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