Requirements Gathering for Better Web Site Conversions


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How planning ahead and documentation save money and increase conversions.

Kim Krause Berg

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Requirements Gathering for Better Web Site Conversions

  1. 1. Keep Your Ducks in a Row with Documented Web Site Requirements Copyright 2009 SMX East NY 2009 Kim Krause Berg, Web Site Usability and SEO Consultant Founder/Owner:, est. 1996, est.1998, est. 2002, est. 2009 Usability, Accessibility, Search Engine Optimization, Internet Software QA Testing, Requirements Document & User Manuals
  2. 2. You Can Get A Horse to Drink…. <ul><li>“ I want this!” </li></ul><ul><li>“ I want that!” </li></ul><ul><li>“ We need video!” </li></ul><ul><li>“ Users can read that font!” </li></ul><ul><li>“ Nobody has dial-up anymore!” </li></ul><ul><li>“ They’ll never view our site on their cell phone.” </li></ul><ul><li>“ Blind people don’t use our site.” </li></ul><ul><li>“ I want lots of pretty graphics and JAZZ!” </li></ul><ul><li>“ I can use it. So what?” </li></ul>Copyright 2009 SMX East NY 2009
  3. 3. Line up your ducks… <ul><li>Project management </li></ul><ul><li>Organizing and planning your web site </li></ul><ul><li>Napkins, sticky’s, whiteboard </li></ul><ul><li>Write everything down! </li></ul><ul><li>Team signs off </li></ul><ul><li>Test cases and guidelines </li></ul><ul><li>What Are Site Requirements? </li></ul><ul><li>It’s difficult to convert traffic to sales when you haven’t figured what your web site is expected to do and who will use it. </li></ul><ul><li>What is a Requirements Document? </li></ul>Copyright 2009 SMX East NY 2009
  4. 4. Business Requirements (BR) <ul><li>BR1. Sell products online </li></ul><ul><li>BR2. Provide information on our company </li></ul><ul><li>BR3. Provide excellent customer service </li></ul><ul><li>BR4. Be accessible to everyone </li></ul><ul><li>These are called “Parent” Requirements </li></ul><ul><li>Aid in IA </li></ul><ul><li>A business requirement is a goal or primary use such as… </li></ul><ul><li>Provide services </li></ul><ul><li>To inform </li></ul><ul><li>Offer search services </li></ul><ul><li>Get sales leads </li></ul><ul><li>Create community </li></ul><ul><li>Sell products </li></ul>Copyright 2009 SMX East NY 2009
  5. 5. <ul><li>BR2 .0 Provide Company Information </li></ul><ul><li>BR4.0 Sell Online </li></ul><ul><li>BR2.1 About Us page </li></ul><ul><ul><li>BR2.1.1 Provide bios of staff </li></ul></ul><ul><ul><li>BR2.1.2 Presidents message </li></ul></ul><ul><li>BR2.2 Blog </li></ul><ul><ul><li>BR2.2.1 Global reach </li></ul></ul><ul><ul><li>BR2.2.2 Host ads </li></ul></ul><ul><li>BR2.3 Catalog </li></ul><ul><ul><li>BR2.3.1 PDF version </li></ul></ul><ul><ul><li>BR2.3.2 Subscription </li></ul></ul><ul><li>BR2.4 Social Network </li></ul><ul><li>BR4.1 Shopping cart </li></ul><ul><ul><li>BR4.1.1 Custom cart </li></ul></ul><ul><ul><li>BR4.1.2 SEO-friendly </li></ul></ul><ul><li>BR4.2 Marketing </li></ul><ul><ul><li>BR4.2.1 Insert and list the ways you plan to sell online; i.e. user generated content, social media, weekly sales, coupons, online accounts, etc. </li></ul></ul>Layout the BR Copyright 2009 SMX East NY 2009
  6. 6. Functional Requirements (FR) <ul><li>FR1.0 Server </li></ul><ul><li>FR1.1 Describe server environment </li></ul><ul><li>FR2 .0 Performance Testing </li></ul><ul><li>FR2.1 Server </li></ul><ul><li>FR2.2 Browser </li></ul><ul><li>FR2.3 Mobile </li></ul><ul><li>FR3.0 Shopping cart </li></ul><ul><li>FR3.1 Php </li></ul><ul><li>FR3.2 User Friendly </li></ul><ul><li>FR3.2.1 CSS </li></ul><ul><li>FR3.2.2 Secure </li></ul><ul><li>Functional requirements refer to technical issues . </li></ul><ul><li>Derived from use cases, mental models, user personas. </li></ul><ul><li>Programmers’ domain </li></ul><ul><li>Determine specs for browsers, OS, accessibility, bandwidth, performance, platform, mobile use, programming </li></ul>Copyright 2009 SMX East NY 2009
  7. 7. Traceability of Children Req’s and Other Parent Requirements: FR, UIR, SER, SMR, UAR <ul><li>ALL of these MUST be traceable to Business Requirements </li></ul><ul><li>If you wish to write a solid Requirements Document or </li></ul><ul><li>set of Web Site Guidelines, include: </li></ul><ul><li>UIR – User interface requirements (includes IA, design, fonts, images) </li></ul><ul><li>SER – Search engine requirements (SEO, PPC, SEM, Linking) </li></ul><ul><li>SMR – Social media requirements (blog, forums, social sites) </li></ul><ul><li>UAR – Usability and Accessibility requirements (usability heuristics, mobile, Section 508, PAS 78) </li></ul><ul><li>Example: UAR1.0 Adobe PDF </li></ul><ul><li>UAR1.1 Provide html version </li></ul><ul><li>traceable to BR4 (Be Accessible to Everyone) </li></ul>Copyright 2009 SMX East NY 2009
  8. 8. <ul><li>Documentation </li></ul><ul><li>Why? </li></ul><ul><li>Developer Checklists </li></ul><ul><li>Programmer Checklists </li></ul><ul><li>Create Stakeholder signoff doc’s </li></ul><ul><li>Web site guidelines </li></ul><ul><li>Test cases ex. tasks </li></ul><ul><li>Test plans ex. heuristics </li></ul><ul><li>Track enhancements </li></ul><ul><li>Project management </li></ul><ul><li>Bug management (because a failed metric is a bug, defect, concern) </li></ul><ul><li>Benefits: Save money, team communication, validation, no surprises </li></ul><ul><li>Re-use on multiple sites </li></ul><ul><li>Stakeholder sign off (comes in handy when they question you) </li></ul><ul><li>Analytics can show if requirements are met or should be modified </li></ul>Stuff You Can Do With REQ Doc’s Copyright 2009 SMX East NY 2009
  9. 9. Example of Web Guidelines and Heuristics Test Case Copyright 2009 SMX East NY 2009
  10. 10. Example of Tasks Testing Copyright 2009 SMX East NY 2009
  11. 11. <ul><li>SEL’s JUST BEHAVE Column </li></ul><ul><li> </li></ul><ul><li>“ D ives deep into searcher behavior and how search engines constantly tweak their operations to improve user experience. The Just Behave column appears weekly at Search Engine Land .” </li></ul>Copyright 2009 SMX East NY 2009