UX/UI testing and neuromarketing

Elli Vasiliki Papadopoulou

Chapter 71 in Elgar Concise Encyclopedia of Neuroscience and Management, 2026, pp 249-252 from Edward Elgar Publishing

Abstract: User experience (UX) and user interface (UI) are essential to creating functional, visually appealing websites. The term “user experience” was coined by Don Norman in 1993. UX/UI researchers began applying neuromarketing to websites, such as EEG, facial expression, and eye tracking, which focus on the unconscious part of the brain and aim to bridge the gap created when marketers/researchers use traditional methods like surveys, focus groups, and questionnaires. Neuromarketing results offer a deeper understanding of users’ behaviour when traditional marketing methods cannot, as they only access conscious information. UX/UI in neuromarketing can be applied beyond marketing, such as HR and leadership, and can create environments where employees feel more satisfied in their work. Yet, there are considerations about how these data can be translated, as specialised expertise is required and the cost is high for small–medium firms. Despite these challenges, implementing UX/UI neuromarketing increases conversion rates, improves user flow, and, in turn, increases user satisfaction.

Keywords: User experience (UX); User interface (UI); Neuromarketing; Neuromarketing techniques; Unconscious data; Website optimisation (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035332885
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