Biometry is ‘the application of statistical analysis to biological data’. For the purposes of digital marketing, it boils down to the analysis of people’s physical responses to what they see and do online.
There are many different ways in which you can test how people are using your website and what they make of your online presence. The reason why biometric testing stands out is because people can’t lie or fake an involuntary physical response. People in focus groups or doing user tests will generally tell you what they think you want to hear – it’s part of human nature. They won’t be intentionally misleading in their responses, but it can still make the data you get from analysis such as this a bit unreliable. Biometric testing can negate this issue entirely, meaning that the data collected is more accurate and robust.
The key to making biometric testing work for your insurance firm is to make sure the test subjects closely match your audience personas and would be in the market for your products or services. More on this later.