Artenatur is a company dedicated to rural tourism in Gran Canaria, specializing in unique accommodations such as cave houses equipped with all modern amenities. Its objective was to improve the digital experience of its customers and increase the conversion of visits into bookings, while maintaining the authenticity of its offering.
Methodology
Neuromarketing
- Eye Tracking: Eye-tracking technology was used to analyze where users focused their attention on the website. This allowed us to identify the most engaging visual elements as well as areas where attention was lost.
- Emotional Analysis: Unconscious reactions were measured to understand which images and messages generated stronger emotional connections.
- Key Findings: Users responded more positively to photographs that conveyed calmness and authenticity, and to messages that emphasized the uniqueness of the cave houses.
User Experience (UX)
- Navigation Mapping: Clicks and scrolling behavior were tracked to detect usage patterns.
- Friction Points: Sections were identified where users abandoned navigation or showed signs of confusion.
- Structural Optimization: Recommendations were made to reorganize information, making reservations easier to access and highlighting complementary services such as breakfast, transfers, and local experiences.
Digital Marketing
- Web Traffic: Entry sources and user behavior (time on page, bounce rate) were evaluated.
- SEO and Content: Texts and structure were adjusted to align with the searches of potential customers.
- Digital Campaigns: A/B testing was conducted on advertisements to optimize messaging and improve return on investment.
Results
- Higher Visual Engagement: Optimized images achieved a significant increase in attention and time spent on the website.
- Improved Navigation: The reorganization of content reduced bounce rates and facilitated the booking process.
- Increase in Conversions: Digital campaigns aligned with emotional insights delivered stronger commercial performance.
- Emotional Connection: Users perceived the brand as more authentic and approachable, reinforcing Artenatur’s value proposition.
The Artenatur case demonstrates that combining neuromarketing and UX analysis provides a comprehensive view of customer behavior. This approach optimized the digital experience, strengthened emotional connection with visitors, and directly translated into stronger brand positioning and improved commercial results.
EMOTUR Lab confirms with this project that the science of emotions and user experience are key to transforming tourism into memorable experiences.