Smashbox Cosmetics is using eye-tracking technology within its mobile app.

By partnering with ModiFace, Smashbox created the MAKEUP iOS app, which allows customers to virtually try on different shades of makeup.

The app also features eye-tracking technology, which Smashbox then converts into a heat map of the screen areas receiving the most attention. This heat map can provide insights into user experience as well as advertising.

“We are delighted by our partnership with ModiFace for the MAKEUP application,” said Brynn Nakamoto, assistant manager of global digital marketing at Smashbox Cosmetics. “Not only is it driving usage, try-ons, and customer visits to our site, but ModiFace and Smashbox are doing something very unique here. We are experimenting with technologies that will make shopping for beauty products easier and more convenient for the consumer,”

Parham Aarabi, founder and CEO of ModiFace, added: “There are times when users think about a particular shade but would not tap a product or take any action. Eye tracking provides a deeper level of insight into what users are thinking about by measuring what they are looking at.”

Smashbox analysed 8,819 mobile consumers using the eye-tracking technology. Splitting them into two groups, one had the call-to-action button for purchase permanently placed near the top of the page, the second group only saw the call-to-action button when the user tried on and engaged with a particular product.

From the eye-tracking analysis, Smashbox concluded the conversion rate increased from 6.2% to 7.9% when the call-to-action button was only displayed after the user had finished reading the name of the product. This represented a 27% conversion increase.