James Fenelon, Interactive Product Director, nFusion
What is it?
- Usability testing provides measurement and ease of use and user success
- Helps explain how test subject respond in: time, accuracy, recall, emotional response
– First-hand data from users
– Discovery of errors and areas of improvement
– Saves development time and money
– Reduces guesswork and arguing
Why is it important?
- Site impression is made in 1/20th second
Start with the right strategy
- Usability is about helping site visitors accomplish THEIR goals
- Start be defining:
– Business goals
– Visitor goals
Some Usability Options
- Can range from basic to high-end
- Basic Techniques:
– Heuristic reviews
– Card sorting
– Prototype Testing
- Evaluation method that helps to identify usability problems with the user interface
– Identification of user experience/website usability issues
– Prioritization of what to fix
Information Architecture and Usability
- Is the menu-naming terminology consistent with the user’s perspective?
- Are navigational titles clear and mutually understood?
Card Sorting – Validating your IA
- Many techniques
- Write the name of each main item on index card
- Shuffle deck and give to user
- Ask them to sort into groups and explain
- Using wireframes to decide best usability for website
- Best way to start? On paper.
When to do it?
- Earlier, the better
- Any usability testing is better than none
- Usability for optimization is not a one-time activity
Alissa Ruehl, Manager of Website Effectiveness Consulting, Apogee Search
- How can I improve my conversion rate? It depends.
- You have to understand your problems before you can fix them.
Step 1: Goals
- Improving conversion rate
- Have you identified your goals?
– Yes: Continue
– No: Start over.
- What is the purpose of your website? (sales, leads, email signups…)
- Optimize to ALL of your goals.
Step 2: What is your traffic doing today?
- Start with purchase process (Do people abandon your shopping cart?)
- Moving on the Entry pages (Where are you sending your traffic? Homepage? Products? Categories? Test them.)
- Where do people abandon?
- Focus on your biggest problems first
- Use tactics that fits the issue (usability testing, page testing, focus groups, etc.)
- Is quality an issue? Integrate with a CRM system
- Instead of focusing only on web forms you could track past the lead and analyze & optimize towards
– Human scrubbed leads
– Qualified opportunities
- In a few years, tracking only leads will sound as silly as tracking only clicks now.
- What do people do when they enter your site?
- How’s your lead bait?
- It never hurts to focus on your forms
- How’s your call-to-action?
Conversion Strategy Summary
- Dig deep to understand & optimize to your goals
- Use your analytics to find your unique goals
- Tailor the therapy to the type of problem
- Look at level of difficulty compared to level of impact
Kimberly Krause Berg, Usability and SEO Consultant, UsabilityEffect.com/Cre8pc.com
What are your site requirements?
- Project Management
- Organizing and planning your web site
- Napkins, sticky notes, whiteboard
- Write everything down!
- Team signs off
- Test cases
- Sell products online
- Provide information on our company
- Provide excellent customer service
- Be accessible to everyone
- About Us page
– Provide bios of staff
– Presidents message
– Global reach
– Host ads
– PDF version
- Social Network
- Shopping Cart
– Custom cart
– SEO friendly
- Derived from use cases, mental models, user personas
- Programmers’ domain
- Determine specs for browsers, OS accessibility, bandwidth, performance, platform, mobile use, programming
Scott Brinker, President & CTO, ion interactive, Inc.
Landing page options
- Option A: Technology & psychology to “optimize” pages.
- Option B: Give them what they really want. –> “Wow. Thank you, that’s really what I was looking for.”
Searchers expect pieces to fit together:
- Ad copy
- Landing page (where things tend to fall apart)
- Think big, test small.
- It’s not about the number of tests, but what you’re testing?
- Find what they’re looking for and give it to them. That’s what landing page usefulness is all about.
- Information foraging – how people interact and deal with your site
- How do you balance content vs. ad excitement to increase Quality Score? You can have a relatively small amount of content and still have a high quality score.
- Should you remove navigation so you can increase conversions? Don’t ever leave people without a choice. You could remove navigation if it’s too distracting, but still leave them with options.
- Can you change design for landing pages? You can experiment with a lot of looks and feels…people are used to micro-sites. It’s about quick, cheap tests.
- Quick tips from panelists:
– Ask yourself what it would take to double, triple, quadruple how many landing pages you have.
– Is your elevator pitch on your homepage/landing page?
– Any usability testing is better than none.
– Conversions happen when calls to action are available when people are thinking about them.