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case Shuregard: weboptimalisatie door LBi Brussels via eyetracking, gepresenteerd op het DM Update seminar van het DM Institute

case Shuregard: weboptimalisatie door LBi Brussels via eyetracking, gepresenteerd op het DM Update seminar van het DM Institute

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Shurgard eyetracking Shurgard eyetracking Document Transcript

  • Shurgard  Eye  Tracking  Case   Website  op*misa*on   through  eye  tracking   Agenda   1.  About  me.  About  LBi.   2.  About  Shurgard.   3.  First  assessment  of  site  performance.   4.  Methodology  for  the  eye  tracking  test.   5.  The  eye  tracking  test  itself.   6.  The  results.   7.  What  to  remember  ?   1  
  • Shurgard  Eye  Tracking  Case   1.     ABOUT  LBI   Jonathan  Billen     InformaJon  Architect   Usability  Expert     LBi  Brussels     ONE  Agency   Netlash   Agency.com   linkedin.com/in/jonathanbillen   2  
  • Shurgard  Eye  Tracking  Case   Who we are A global marketing and technology agency, blending strategic, creative, media and technical expertise to create business value.   Where we are 3  
  • Shurgard  Eye  Tracking  Case   Our blended services BRANDS PEOPLE 2.     THE  CLIENT   4  
  • Shurgard  Eye  Tracking  Case   Who  is  Shurgard  ?   « AcJve  in  Europe  since  1995   « OperaJng  in  7  European  countries   from  Brussels  HQ   « RenJng  out  storage  space  to   private  users  (70%)  and  business   users  (30%)   « AcJve  on  the  internet  since  1999   « Web  is  primary  lead-­‐generaJon   channel  since  2004   Consumer  percepJon   •  Low  brand  /  product  awareness   •  Need  driven  product   •  Proximity  is  important   •  Wide  compe**on  range   •  Price  range  not  in  balance  with  expectaJons   5  
  • Shurgard  Eye  Tracking  Case   Old  web  process   MAP   FORM   PHONE  CALL   AT  THE  STORE   Select  a  loca*on   Complete  a  form   Price  indica*on   Fullfillment  of     by  phone   the  contract   New  web  process   HOMEPAGE   SEARCH  RESULT   RESERVATION   AT  THE  STORE   Indicate  loca*on   Select  store   Simple  form   Fullfillment  of     and  unit  size   No  payment   the  contract   6  
  • Shurgard  Eye  Tracking  Case   New  web  process   3.   FIRST  ASSESSMENT   O N   S I T E   P E R F O R M A N C E   7  
  • Shurgard  Eye  Tracking  Case   Users  point  out  the  first  issues   •  User  tes*ng  in  collaboraJon  with  Humix   •  Think  aloud  method   •  First  usability  problems  idenJfied   •  First  quick  fix  proposed     •  In-­‐depth  tesJng  to  understand  “why  ?”   •  TesJng  of  soluJons   Issue  on  the  homepage   3  out  of  6  end  users  did   not  find  this  entry  point   8  
  • Shurgard  Eye  Tracking  Case   Issue  on  the  Search  Result  Page   End  users  don’t  see  the  link  to   the  size  esJmator.   End  users  hardly  noJce  the   search  refine  parameters   End  users  did  not  understand   this  was  the  bucon  to  the  next   step   First  improvement         9  
  • Shurgard  Eye  Tracking  Case   4.     METHODOLOGY   F O R   T H E   E Y E   T R A C K I N G   T E S T   User  test  with  eye  tracking     •   TesJng  on  shurgard.co.uk     •   Eye  tracking  test  in     usability  lab  of  LBi  London   •   Data  gathering:     Gaze  plot   •  Eye  tracking  gaze  plot   •  Video  data     •  QualitaJve  observa*ons     Usability  lab  LBi  London   10  
  • Shurgard  Eye  Tracking  Case   Profiles  of  the  test  users   10  profiles  recruited  by  an  external  agency       •   5  men  and  5  woman   •   Between  31  and  51  years  old   •   At  least  5  have  experience  with  self-­‐storage     •   Are  familiar  with  the  internet   •   Good  mix  in  financial  situa*on   ConducJng  the  test   1.  Pre  quesJonnaire     •  Check  whether  person  fits  the  profile   •  Discuss  storage  and  computer  experience     2.  ExecuJon  of  customer  journeys  with  eye  tracking   •  Tasks  in  the  form  of  customer  journeys   •  5  different  prototypes  for  the  SERP     3.  Post  quesJonnaire   •  Reflect  on  the  excecuted  task     11  
  • Shurgard  Eye  Tracking  Case   5.     THE  TEST  ITSELF   HOMEPAGE   12  
  • Shurgard  Eye  Tracking  Case   Key  quesJon:     How  fluently  do  users  find  the  entry   point  for  making  a  reservaJon?     First  observaJons   2  /  5  respondents  showed  difficul*es  to  get  started.   One  was  assisted  amer  48  sec   13  
  • Shurgard  Eye  Tracking  Case   First  observaJons   It  took  one  respondent  28  sec  to  find  and  understand  the  starJng  point  and   click  to  get  started   First  observaJons   User  saw  input  field  amer  3  sec  but  it  took  him  eventually  30  sec  to   understand  this  was  the  starJng  point.     14  
  • Shurgard  Eye  Tracking  Case   First  observaJons   First  3  seconds  of  a  respondent  that  found  and  understood  the  homepage   immediately     AlternaJve  scenario   •   Overnight  the  copy  above  the  input  field  was     changed  into  a  simple  instrucJon.     •   From  «Find  your  store  and  reserve  your  unit  »   •   Into  a  simple  «Start  Here  !»     •   An  arrow  was  added  on  the  CTA  bucon   •   Two  respondents  on  day  2  used  new  homepage   15  
  • Shurgard  Eye  Tracking  Case   AlternaJve  scenario   Homepage  1   Homepage  2   ObservaJons  -­‐  alternaJve   First  5  sec  on  the  homepage:  the  respondent  started  typing  amer  5,8   seconds.   16  
  • Shurgard  Eye  Tracking  Case   ObservaJons  -­‐  alternaJve   First  5  sec  on  the  homepage:  the  respondent  started  typing  amer  4,8   seconds     Results   «  Find  your  store  and  reserve  your  unit  now  »   «  Start  here  »   ü NoJced  by  3/5  respondents   ü NoJced  and  understood  by  all     ü Label  not  well  understood   ü Label  is  clear  and  acJonable   ü 20  –  30  seconds  to  entry  point   ü Within  7  sec                             17  
  • Shurgard  Eye  Tracking  Case   RecommendaJon   • "Start  Here!"  instrucJon:   users  needed  significantly  less  Jme  to  find  and     understand  the  entry  point  compared  to   "Find  your  store  and  reserve  your  unit".   • Less  memory  load.  More  Jme  to  concentrate  on  real   task.   • Change  the  label  into  a  short  and  clear  instrucJon   SEARCH  RESULT  PAGE   18  
  • Shurgard  Eye  Tracking  Case   Key  quesJons:     •  How  to  structure  SERP  page  best  ?   •  Check  boxes  or  slider  ?   •  How  to  improve  call-­‐back   funcJonality  ?   Setup     19  
  • Shurgard  Eye  Tracking  Case   Five variations   SERP  1   20  
  • Shurgard  Eye  Tracking  Case   SERP  2   SERP  3   21  
  • Shurgard  Eye  Tracking  Case   SERP  4     SERP  5   22  
  • Shurgard  Eye  Tracking  Case   Confirming  the  selecJon   AM I ON THE RIGHT PLACE ?   ObservaJon   The  first  thing  all  users  did  was  checking  whether  they  had  entered  the   right  keyword  on  the  homepage.     23  
  • Shurgard  Eye  Tracking  Case   ObservaJon   Users  need  some  confirma*on  on  their  former  made  ac*on  in  order  to   mentally  be  able  to  go  to  the  next  step.         Finding  the  right  product   CHECKBOX, SLIDER, RESULTS   24  
  • Shurgard  Eye  Tracking  Case   Check  box  or  slider  ?   • The  version  with  checkboxes  was  tested  8  *mes  with   4  different  users   •   The  slider  was  tested  20  *mes.  All  10  test  users   used  the  sliders         ?         ObservaJon:  check  box     • All  users  seem  familiar  with  the  usage  of  checkboxes   • Users  fluently  began  to  research  the  list  with  unit   sizes  and  refine  their  search  results                 First  3  seconds  on  SERP  1.     First  16  seconds  on  SERP  1   25  
  • Shurgard  Eye  Tracking  Case   ObservaJon:  slider   • Usage  of  the  slider  is  unclear.   • Is  it  used  to  refine  the  search  results?                 Results   Checkboxes   Slider   ü Fluently  noJced   ü Fluently  noJced   ü Well  understood   ü Not  well  understood   ü No  funcJonal  difficulJes   ü User  ‘wonders’  about  the  funcJoning.     ü Users  try  to  put  the  marker       in  between  two  metrics                                       26  
  • Shurgard  Eye  Tracking  Case   RecommendaJon   • Use the checkboxes: users are more familiar with them. • No memory load needed to ‘wonder’ about how it would work. •  Better accessibility for touch based devices Calling  for  assistance     CALL-BACK FUNCTION   27  
  • Shurgard  Eye  Tracking  Case   SERP  1   Call  back  funcJonality  was  visually  ignored.               SERP  2   Call  back  funcJonality  was  noJced  very  well               28  
  • Shurgard  Eye  Tracking  Case   SERP  3   Call  back  funcJonality  was  not  noJced  very  well.               SERP  4   Call  back  funcJonality  was  noJced  but  with  less   acenJon             29  
  • Shurgard  Eye  Tracking  Case   SERP  5   Call  back  funcJonality  was  noJces  but  only  received  a   licle  acenJon             RecommendaJon   The  best  visible  placement  of  the  call-­‐back  funcJon:     • between  the  "refine  search"    funcJon  and  "search   results  »   • in  the  visual  context   30  
  • Shurgard  Eye  Tracking  Case   Extra:  making  a  descision     SIZE ESTIMATOR   ObservaJon   • Women  were  less  likely  to  choose  a  unit  size  without   calling  the  call  center  first.   • Some  users  don’t  want  to  look  further  at  all:  they   wish  to  speak  to  a  professional.   • Without  the  confirma*on  and  *ps,  they  are  not   likely  to  make  a  reservaJon  online.       31  
  • Shurgard  Eye  Tracking  Case   RecommendaJon   • Whether  users  contact  a  call  center  depends  strongly   on  their  personality.   • Lower  anxiety  as  much  as  possible  by:   •  Not  hiding  the  call  back  funcJon   •  Announcing  a  kind  of  guarantee  that  if  the  unit  size  would  not  fit  their   need  they  can  always  change  it.     6.     RESULTS   32  
  • Shurgard  Eye  Tracking  Case   Results   +30%  click-­‐through  from  home  to  the  SERP   +5%  click-­‐through  to  the  reservaJon  page   +2%  actual  reservaJons   Next  steps   •  Expert  review  of  reservaJon  page   •  ImplementaJon  and  A/B  test   33  
  • Shurgard  Eye  Tracking  Case   7.     WHAT  TO  REMEMBER   Validate  investments  process   tesJng   1.  User-­‐centered  design   via  user   Coding  is  long…  Design  is  short…  Paper  is  cheap…   PrevenJon  cost   CorrecJon  cost   Failure  cost   34  
  • Shurgard  Eye  Tracking  Case   linkedin.com/in/jonathanbillen   jonathan.billen@lbi.com   35