Usability Testing For Business ROI

The Best-kept-Secret for a Successful Website: Merav Knafo Founder iJoomla.com UsabilityTesting.tv Usability Testing

We will discuss:

What is Usability Testing

Who should perform Usability Testing

Why you should perform Usability Testing

Usability Testing Methods

Make a plan for you to get started

Watch a Usability Testing Video and analyze it

What is…

Usability?

Usability Testing?

ROI ?

Definitions:

Usability:

Actions/changes you make on your site to make it more user-friendly

Usability Testing:

Observing people's attempts to use a website in order to test how user-friendly it is

ROI - Return on Investment

A measure of how much return you receive from each marketing dollar. ROI= (Profit – Investment)/Investment

The formula for website success is:

Where

B = amount of business done by the site

V = unique visitors coming to the site

C = conversion rate

L = loyalty rate

Usability Return on Investment (ROI) By Jakob Nielsen, J.M. Berger, and Shuli Gilutz B = V x C x L Jakob Nielsen

Fact:

Doing Usability DOUBLES ROI

Usability Return on Investment (ROI) By Jakob Nielsen, J.M. Berger, and Shuli Gilutz

The Problem: Most sites have a weak usability that effects their ROI 80% of all design projects have zero investment in usability Usability Return on Investment (ROI) By Jakob Nielsen, J.M. Berger, and Shuli Gilutz Don’t do any usability Do usability (at least some)

It’s safe to say that…

Designing a website without Usability Testing is like using a computer blindfolded.

What to expect if you don’t do Usability Testing

Customer dissatisfaction

Lose of potential income

Losing money on marketing

Bad reputation

Staying behind the competition

No Soup For You!

The Solution: Usability Testing

Definition: Testing the quality and assessing the problems of your website in order to

Measure the site's ease of use

The time it takes to complete required tasks

The user's perception of the experience

How it works

Tester(s) will use your site and try to perform the tasks you’ve identified in advance

Their actions/words will be recorded

Deliverables: screen capture video & a written report

What is a Task?

Knowledge

Decide what the site is about.

Describe our products/services.

Download a PDF.

Post a question on the forum.

Feedback

Contact you

Find our phone number.

Send feedback.

Action

Subscribe to our newsletter.

Make a donation.

Buy from our store.

UT requires identification of the tasks you want people to accomplish on your site, it can be anything:

Who should perform Usability Testing?

Website managers

Website owners

Web designers

Web developers

Anyone who owns/creates/manages/architects a website!

Why should you perform Usability Testing?

You have blind spots

You have no idea how people use your site till you actually see them doing so

You can’t possibly predict/find/be aware of all the issues of your site, no matter how good you are

Excuses for not performing usability testing on your site

I don’t have the time

I don’t have the money

I don’t have the expertise

I don’t have a usability lab/special equipment

I wouldn’t know what to do with the results

Yada Yada Yada “ Don't Make Me Think” – Steve Krug

But…

It can take no time at all

It can be free or almost free

You need no lab or special equipment

You don’t need to be an expert

I will give you a tool for analyzing the test

Usability Testing Cycle Test Analyze Fix

Usability Testing Methods

Traditional

Do-it-yourself

Expert

User

Traditional Usability Testing

Traditional Usability Testing 20 Page report You get Once usually (it’s too expensive) How often Lab with one-way mirror Where Usability professional Who performs Selected carefully Testers Quality 8-10 users to justify the cost Testers Expensive ($5,000-15,000 or more) Cost:

Traditional Usability Testing: Pros

Very targeted, you can specify the exact testers you need/want

More accurate

Done by experts

More comprehensive than other methods

Traditional Usability Testing: Cons

Expensive!

A “big deal”

Takes time and resources

Not spontaneous

Do-it-yourself Usability Testing

Do-it-yourself Usability Testing Video capture of test, that can be viewed later You get every few weeks throughout the development process How often Any place with an internet Where You/Someone from your team Who performs Anybody who can use the web Testers Quality 3-4 Testers $50-100 per user Cost:

Do-it-yourself Usability Testing: Pros

Affordable

Can be pretty targeted

Pretty easily done

Pretty accurate

Face-to-face interaction with tester

Ability to interview tester after the test

Do-it-yourself Usability Testing: Cons

Requires some planning

Can take some time to perform

Requires some patience

You will need

Camtasia studio – download at http://www.techsmith.com/download/camtasiatrial.asp

A microphone

Testing Script – download at sensible.com

Post an ad on craigslist.org or grab a friend/neighbor

Install a free trial of Camtasia

Make sure you have a microphone or at least a webcam to record the sounds

Test before you start

Read the script (provided) to the tester

Start recording (important!!!)

Ask the tester to perform the first task

Make sure throughout the test that the tester talks out loud about what’s going on in their mind. Don’t let them be quiet for too long

Guide them with questions such as “how did it make you feel?”

Don’t tell them how to do things!

How to do it yourself

User Usability Testing

User Usability Testing Video capture & Short Written report You get every few weeks throughout the development process How often Tester’s home computer Where Testers available on UserTesting.com Who performs Anyone Testers Quality 3-4 Testers $19 per user Cost:

User Usability Testing: Pros

Affordable

Fast

Easy

Hassle-free

Giddyup!

User Usability Testing: Cons

Users will try harder than real users to accomplish the tasks

No direct interaction with the tester

You can’t ask them questions throughout the test

You can’t interview the tester

You can’t see their facial expressions

Harder to target

No testing of real payment at this time

How to do “User Usability Testing”

Go to usertesting.com

Register (click the “try it” button on top)

Enter the test request and payment info

Wait for the email with the result

Click “Try It”

Expert Usability Testing That's me!

Expert Usability Testing Video capture & Written report with suggestions You get every few weeks throughout the development process How often Tester’s office computer Where Usability Expert Who performs Must be a Usability Expert Testers Quality 1 (or more) Testers $299 or more per test Cost:

Expert Usability Testing: Pros

Get an expert insight of your website

Enjoy his/hers years of experience

Get a solid advice of things to do/change/fix in order to get better results

Expert Usability Testing: Cons

Not a “Regular user”

May find problems where others don’t

How to do “Expert Usability Testing”

Go to UsabilityTesting.tv

Click the “buy now” button

Choose the service

Register and order

Click “Buy Now”

Usability Testing Cycle Test Analyze Fix

1. Analyze

Once you have the video capture & written report, it’s time to sit down and analyze it..

Watch the video & Read the report

Use the “Usability Testing Analysis Tool” to:

Write down the problems

Identify the “low hanging fruits”

Watching the video can be

Frustrating

Annoying

Painful

And even (sometimes) boring

You will discover

Things that you thought were obvious, are not

Users can’t buy/do what you want them to do

Things don’t look/work the same in different browsers/operating systems

What you think is easy to find, is not

Bugs

Broken links

Other disasters…that make you lose money/prospects

Before My site is awesome! I am awesome! Watching the test video: YOU

After My site sucks! I suck! My life sucks! Watching the test video: YOU

Pull yourself together!

Start by fixing the easy things to fix

Then fix the harder things to fix

You will feel better

Then do another test

The second, third, fourth test won’t be as bad as the first one! I guarantee it!

Remember: You ARE Awesome!

Just the fact that you are doing Usability Testing puts you way ahead of the curve!

I bet you that your competition is NOT doing Usability Testing (yet); you win!

You're Spongeworthy

Let’s get started!

Tasks (what are your tasks?)

Budget (what is your budget?)

Plan (Got plan?)

Goal: Have at least one Usability Testing done on your site by the end of today!

Tasks What are the tasks you want users to accomplish on your website? Fill out 1-5 tasks in the “Usability Testing Request Form” (Provided)

Tips for filling out the Usability Testing Request Form:

Always start by asking to perform the task “What do we do?” To make sure it’s clear.

Take advantage of this platform. Ask questions you would ask a Market Research , for example “Would you order our service/product, if not, why?”

Budget “… we recommend spending 10% of a project’s budget on usability, but optimal ROI will probably require spending 20% or more…” Usability Return on Investment (ROI) By Jakob Nielsen, J.M. Berger, and Shuli Gilutz

However… You can do Usability Testing With Any Budget:

$0

~$20

~$100

~$350

~$1000

Invite some friends/neighbors

5 testers on usertesting.com or

2 rounds of 2-3 testers on usertestsing.com

1 Expert testing + 2 user testing on usertesting.com or

4 Rounds of 4 testers on usertesting.com

3 rounds of

1 Expert testing AND

3 user testing on usertesting.com

One tester on usertesting.com

Make a plan

Use the “Usability Testing Request Form” to buy at least one user test on usertesting.com by the end of the day!

Ask the person who sits next to you if they would like to exchange a “Do-it-yourself usability test” with you. Do their site and then they will do yours. Be sure to record the tests!

So by the end of today, you will have at least 2 tests: one “User Test”, and one “Do-it-yourself” test.

JoomSuite.com Tasks: