Enhancing Customer Engagement in E-Commerce through Neuromarketing Driven UX Design - A Systematic Review

Abstract

Neuromarketing, an interdisciplinary approach combining neuroscience and marketing, examines the subconscious responses of consumers to various stimuli. This systematic review explores the application of neuromarketing techniques to explore how consumers subconsciously respond to different design elements using tools like eye-tracking, electroencephalography (EEG), functional magnetic resonance imaging (fMRI), and emotional analytics to enhance user experience (UX) design in e-commerce, aiming to boost customer engagement and influence purchasing decisions. By collecting real time data on how consumers react to visual elements in UX, neuromarketing helps identifying key factors like focus, emotional response, and ease of use which impact engagement. Eye-tracking stands out as the most effective method for e-commerce, as it creates heatmaps and gaze paths that show where users focus most, helping designers optimize layouts and call-to-action (CTA) placements to improve conversion rates. This review highlights critical research gaps, including the need for studies involving diverse user groups, evaluations of long-term impacts on customer loyalty, and the development of ethical guidelines for transparent data handling. By aligning UX design with subconscious consumer behavior, neuromarketing offers the potential to create more personalized, engaging, and trustworthy online shopping experiences. Future research directions are proposed to address these gaps and advance the integration of neuromarketing in UX design.