User Research for the Web

Slide 1: By Julie Booth User Research Strategies for Web Strategist the Web February, 2007

Slide 2: Analytics Review and Expert Evaluation Seminar – Julie Booth 2

Slide 3: HP Shopping Results • Attrition from checkout page dropped from 18.2% to 13.7% • Reduced multiple add to cart errors by 45% Seminar – Julie Booth 3

Slide 4: Analytics Review and User Surveys Seminar – Julie Booth 4

Slide 5: Camping World: Results Conversion Rate increased  from 38% to 47% Average Sale = $72.00  900 additional sales  $65,000 Return on Investment  in the first month Seminar – Julie Booth 5

Slide 6: Analytics , Expert Evaluation and Usability Testing Seminar – Julie Booth 6

Slide 7: Outrigger: Results Online Reservations  increased from 1.75% to 3% of all visitors with launch of new website Seminar – Julie Booth 7

Slide 8: Introduction Is this you? You are collecting web statistics, and know that you’d like to increase conversion, but don’t know what to do first. Should you: • Redesign the site? • Add features or content? • Overhaul your shopping cart? Where do you start? Seminar – Julie Booth 8

Slide 9: Challenges I measure the effectiveness of my web site -- how do I know how improve it? How can I do it quickly? How can I do it in a cost-effective way? Seminar – Julie Booth 9

Slide 10: Asking the Right Questions As k a bout your vis itors ’ online e xpe rie nc e. • How do visitors arrive at our site? • What do they do once they get there? • How do they interact • How do they with content? interact with the shopping cart process? • How many start? • How many • Do they find what they finish? are looking for? • Where do they • What content will drop out? convert a visitor purchase? Seminar – Julie Booth 10

Slide 11: User Research and Evaluation Zero in Analytics Review Online Surveys Layering multiple research techniques provides more insight and following a step by step Expert Evaluations method that saves time and money. Usability Testing Seminar – Julie Booth 11

Slide 12: Quantitative and Qualitative Data Qualitative – data that Quantitative – data involves words. that involves numbers. •Breadth •Precision •Subjective •Objective •Holistic •Discrete •Generalized •Specific •Explanatory •Predictive Seminar – Julie Booth 12

Slide 13: Analytics Review – What is it? Analytics Review Seminar – Julie Booth 13

Slide 14: Web Analytics Defined “Web analytics is the assessment of a variety of data, including Web traffic, Web-based transactions, Web server performance, usability studies, user submitted information and related sources to help create a generalized understanding of the visitor experience online.” – Eric T Peterson Jupiter Analyst Author: Web Analytics Demystified Seminar – Julie Booth 14

Slide 15: Analytics Review – When do I use it? Cast a wide net by Visits  looking at web log data Top page views  Visit time  Referrers  Use your site’s ability to generate Content viewed  data to help you define the problem areas to be remedied in Path analysis  the redesign effort Scenario conversion  Top exit pages  Seminar – Julie Booth 15

Slide 16: Analytics Review – What should I do next? Top Exit Page? Weird… Launch a Survey Seminar – Julie Booth 16

Slide 17: Online Surveys – What are they? Online Surveys Seminar – Julie Booth 17

Slide 18: Online Surveys – When do I use them? Abandonment Surveys  Did you find what you were looking for?  Why didn’t you take action?  What can we do to make it better? Seminar – Julie Booth 18

Slide 19: Online Surveys – What else can they tell me?  Who is currently visiting the site?  What is their purpose? What are their goals and objectives?  What do customers want/need and expect from your site? Seminar – Julie Booth 19

Slide 20: Online Surveys – What should I do next? Focus your research on specific users and problems. Seminar – Julie Booth 20

Slide 21: Expert Evaluations – What are they? Expert Evaluations Seminar – Julie Booth 21

Slide 22: Usability Defined "Usability refers to the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of user." - ISO 9241-11 Seminar – Julie Booth 22

Slide 23: Expert Evaluations – When do I use them? Use them when the problems identified can be tackled right away: – leading to a paper prototype – might be used to focus a usability test – or could be used elsewhere in your user-centered design process. Seminar – Julie Booth 23

Slide 24: Expert Evaluations – What can they tell me?  System Status  Match between system and real world  Recognition rather than recall  Error prevention  Consistency and standards  User Control Seminar – Julie Booth 24

Slide 25: Expert Evaluations – What do I do next? Conduct a focused usability test! Seminar – Julie Booth 25

Slide 26: Usability Tests – What are they? Usability Tests Seminar – Julie Booth 26

Slide 27: User Scenario: A Definition In computing, a scenario is a typical interaction between the user and the system or between two software components. Seminar – Julie Booth 27

Slide 28: Usability Tests – When do I use them? When you need to see the user interact with your site! Seminar – Julie Booth 28

Slide 29: Usability Tests – What can they tell me? ! Remember that the intent of a usability test is to find problems that need to be fixed to make your site easier to use. Seminar – Julie Booth 29

Slide 30: Usability Tests – What do I do next? 1. Review issues 2. Evaluate solutions 3. Make actionable recommendations focused on the here and now 4. Plan for long-term change Seminar – Julie Booth 30

Slide 31: Recommendations – What are they? Refine and Test Seminar – Julie Booth 31

Slide 32: Recommendations – What do I do next? 1. Make a strong business case for site improvements 2. Start with changes that matter most to customers and influence their behavior Seminar – Julie Booth 32

Slide 33: Putting it together Providence Health Systems Seminar – Julie Booth 33

Slide 34: Business Questions Top Exit Page? Weird… Launch a Survey Seminar – Julie Booth 34

Slide 35: Online Surveys 843 customers responded to the survey, 33% of whom indicated that they experienced “problems finding what [they] were looking for.” 38% of all respondents either Disagree or Strongly Disagree with the statement that “I found what I was looking for the first time I searched.” Seminar – Julie Booth 35

Slide 36: Usability Tests 1. Print a list of ear nose and throat doctors that are covered members of the Providence network. 2. Use the site to find a list of Beaverton chiropractors. 3. Find a child psychologist that you can use under your plan. Seminar – Julie Booth 36

Slide 37: Findings and Recommendations Finding: Consumers were observed to expect that Chiropractors would be classified as “Specialist Providers” and not “Alternative Care Providers”. Issue: Upon not finding chiropractic listed, consumers incorrectly concluded that it was unavailable to them on their plan. Recommendation: A simple definition of each of the options, will guide consumers to making the correct selection. Seminar – Julie Booth 37

Slide 38: Implementing improvements. Engaged in redesign to include provider directory in patient portal with contextual help. Seminar – Julie Booth 38