Here’s how we’d define UX Benchmarking:The process of comparing a website’s performance, specifically in relation to UX metrics, including among others effectiveness, efficiency, overall satisfaction and quality perception, to another that is widely considered to be an industry standard benchmark or best practiceUX benchmarking provides a snapshot of the performance of your website and helps you understand where you are in relation to a particular standard.
8 10 must-dos with UX Benchmarking Define measurable & comparable UX-related KPIs (key performance indicators) Select competitors to benchmark against Define target audience Identify common site activities/tasks (between-subjects design) Conduct research using scenario-based testing Gather both quantitative & qualitative data Use the quantitative data to test for statistically significant differences between means or proportions Use qualitative data to support your findings and understand the why Research at least twice a year to measure design changes and trends in expectations Use the right research solution/tool 8
Task 3 – Customer Support Usability Integrated Usability Score An single score based on six self reported likert scales:
Easiness to understand the customer support information
Effectiveness of the customer support structure in helping the user to complete the task
Task 3 – Customer Support Usability
53 John Lewis Task Abandonment: Finding Next Day Delivery Couldn't find the next day delivery information anywhere on website I didn't want to put in all of my personal information and this seemed the only option to complete the task, in a general circumstances i would like to know how much delivery will cost before i get to this stage. I tried to click on help and this was unhelpful and basic. When looking at the items in my basket there was no option for delivery and no information box clearly showing prices To locate delivery prices I guess I had to continue but as I have no account with them I could not do this. It did say free delivery on purchases over £30 but I would assume that is within 3 working days! Not very clear at all!!! 53
Searching for a specific product is preferred over navigation by most. Site users expect fast, relevant and accurate search results all the time. Anyway if the results page is not effective this sector of users is able to integrate browsing and search.
Young females find the whole area of negotiating the size options online to be ‘scary’ site owners therefore must work harder to elevate this experience and make it easier and a less daunting experience.
Young females relate very well to the catwalk video view of products we found that on a number of occasions participants opened a secondary tab to find this option online and in most cases ended up on the ASOS site even if they are shopping elsewhere.
John Lewis is not appealing to this demographic as reflected in their key overall performance.
Delivery transparency can be the deal breaker in acquiring new customers. Forcing registration before the deliver price is confirmed must be addressed as it has a direct impact on conversion, as a minimum providing a clear link to where accurate information can be found within the basket.
Return On Investment £ >Attract > Convert > Retain
Serving top tier online customers including BT, TUI, Comet, Northern Rock and Nectar and 100's of SMEs
Large panel of UK internet users, now expanding into France, Germany, Italy and Spain
We have made it simple, fast and affordable for website owners to observe real people using their websites and hear their spoken thoughts. It takes just 5 minutes to setup tests online and results (in the form of narrated videos) are available within 48 hours.
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