Measuring Usability<br />Christina Inge <br />D4D Boston 2011<br />
Your Visitors Are Telling You Something<br />People don’t send emails complaining about usability<br />Absent formal usabi...
Don’t Do This:<br />Order<br />Browse<br />Price<br />Get a Quote<br />Request  Quote<br />Causes<br />Order<br />
Do Something Closer to This:<br />
Even Your GA Dashboard Has Valuable Data<br />
Context<br />Context = Meaning<br />Every metric only has meaning in the context of:<br />Norms of field/industry<br />Nor...
Content Overview: A Rich Source of Usability Data<br />
Are People Going Where They Should Go?<br />Navigation<br />
Are People Getting Stuck Somewhere?<br />
When You’re Doing eCommerce<br />Usability<br />
Is Usability the Issue?<br />Don’t jump to conclusions<br />A lot of factors influence conversions:<br />Source<br />Time ...
Getting Closer to the Usability Answers<br />On-site analytics<br />Visit recordings<br />Testing of Usability Elements<br />
Limit Options<br />
Clear Path<br />
Usability is (somewhat) Contextual<br />Acceptable level of nav options can be high when people expect high number of choi...
News<br />
eCommerce/Shopping<br />
Services<br />
Website Optimizer<br />
Website Optimizer – Step2<br />
Website Optimizer-Step3<br />
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Usability &amp; Web Analytics

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Talk from D4DBoston--Drupal Design Camp 2011- how measuring and optimizing usability of conversion paths leads to higher conversions. Best practices for creating easy to navigate conversion paths, testing conversion, and implementing Google Website Optimizer Drupal module.

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  • If you want to put more than one item related to the same subject on a page, make sure there’s differentiation
  • Recency for instance, should be high for a news site, and it should be a red flag if it isn’t. On the other hand, if you’re selling furniture or refrigerators, people coming back a lot is neither positive nor negative
  • Next pages:
  • Low time after search + conversion = positive experienceHigh time after search + no conversion = negative experience, possibly due to confusing navLow time after search + no conversion = most likely, simply didn’t like the products they found
  • Excellent example of guiding people from page to page
  • Multiple ctas are ok if in context people expect it – usability rules are often contextual
  • Still getting excellent ctrs on many of these ctas
  • Test alternatives
  • Usability &amp; Web Analytics

    1. 1. Measuring Usability<br />Christina Inge <br />D4D Boston 2011<br />
    2. 2. Your Visitors Are Telling You Something<br />People don’t send emails complaining about usability<br />Absent formal usability studies, visitors’ online behavior is the main indicator that your site has usability issues<br />Poor usability means fewer conversions (actions you wish visitors to take, such as purchasing, signing up, downloading content)<br />People get “lost” on your site, don’t know what actions to take, get confused among too many choices, walk away<br />
    3. 3. Don’t Do This:<br />Order<br />Browse<br />Price<br />Get a Quote<br />Request Quote<br />Causes<br />Order<br />
    4. 4. Do Something Closer to This:<br />
    5. 5. Even Your GA Dashboard Has Valuable Data<br />
    6. 6. Context<br />Context = Meaning<br />Every metric only has meaning in the context of:<br />Norms of field/industry<br />Norms for your customers<br />Metrics can vary widely in what’s OK depending on industry:<br />Bounce rate<br />Visitor loyalty<br />Recency<br />
    7. 7. Content Overview: A Rich Source of Usability Data<br />
    8. 8. Are People Going Where They Should Go?<br />Navigation<br />
    9. 9. Are People Getting Stuck Somewhere?<br />
    10. 10. When You’re Doing eCommerce<br />Usability<br />
    11. 11. Is Usability the Issue?<br />Don’t jump to conclusions<br />A lot of factors influence conversions:<br />Source<br />Time of day<br />Seasonality<br />Price/offers<br />Etc<br />That said, if you think you have a usability problem, you probably do<br />
    12. 12. Getting Closer to the Usability Answers<br />On-site analytics<br />Visit recordings<br />Testing of Usability Elements<br />
    13. 13. Limit Options<br />
    14. 14. Clear Path<br />
    15. 15. Usability is (somewhat) Contextual<br />Acceptable level of nav options can be high when people expect high number of choices: <br />News<br />eCommerce<br />Services<br />Education<br />
    16. 16. News<br />
    17. 17. eCommerce/Shopping<br />
    18. 18. Services<br />
    19. 19. Website Optimizer<br />
    20. 20. Website Optimizer – Step2<br />
    21. 21. Website Optimizer-Step3<br />

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