Perfetti Media          Essential Techniques for          Measuring Your Content’s          Success          Christine Per...
Perfetti MediaConfab 2011 Conference   2
Perfetti MediaConfab 2011 Conference   3
Perfetti MediaConfab 2011 Conference   4
Perfetti MediaConfab 2011 Conference   5
Perfetti MediaConfab 2011 Conference   6
Perfetti MediaConfab 2011 Conference   7
Perfetti MediaConfab 2011 Conference   8
Perfetti Media                  800,000 of Microsoft’s                  pages have never been                  loaded from...
Perfetti Media        Measuring your content’s success                  Teams have many tools for measuring their content ...
Perfetti Media             Are web analytics the solution?                     Web analytics are the most common technique...
Perfetti MediaWeb Analytics Have LimitationsConfab 2011 Conference           12
Perfetti Media         Web Analytics Are Just a Starting         Point                   Web analytics highlight potential...
Perfetti Media        The Best Approach for Content        Evaluation                  Design teams and content strategist...
Perfetti Media                 Traditional usability tests           A usability test involves           putting your user...
Perfetti MediaConfab 2011 Conference   16
Perfetti MediaConfab 2011 Conference   17
Perfetti MediaConfab 2011 Conference   18
Perfetti MediaConfab 2011 Conference   19
Perfetti Media                 How did users perform?Confab 2011 Conference                    20
Perfetti Media           Running a test session                     Greet the user                     Introduce user to o...
Perfetti Media                         Start testing                         your content                          anywher...
Perfetti Media         Signs of content and design failure                   Back button                   Pogosticking   ...
Perfetti Media      The Handbook of Usability Testing, 2nd      Edition      Jeffrey Rubin and Dana Chisnell      A Practi...
Perfetti Media         Advanced techniques for measuring         content                   Techniques for answering specifi...
Perfetti Media                            Research Question                         How do we measure the success of      ...
Perfetti Media                 5 Second Page Tests                         Quick and dirty technique for measuring content...
Perfetti Media         Sharing your pictures online                    You want to post pictures online from your last vac...
Perfetti MediaConfab 2011 Conference   29
Perfetti MediaConfab 2011 Conference   30
Perfetti Media         Sharing your pictures online                    You want to post pictures online from your last vac...
Perfetti MediaConfab 2011 Conference   32
Perfetti MediaConfab 2011 Conference   33
Perfetti Media         Sharing your pictures online                    You want to post pictures online from your last vac...
Perfetti MediaConfab 2011 Conference   35
Perfetti MediaConfab 2011 Conference   36
Perfetti Media                 Not for the Home PageConfab 2011 Conference                   37
Perfetti Media                            Research Question                         How do we measure the success of      ...
Perfetti MediaConfab 2011 Conference   39
Perfetti Media                 First Click Test                     Useful method to assess where users first click on     ...
Perfetti MediaConfab 2011 Conference   41
Perfetti MediaConfab 2011 Conference   42
Perfetti MediaConfab 2011 Conference   43
Perfetti Mediaart.yale.eduConfab 2011 Conference   44
Perfetti Media                             Research Question                         Do users understand your product or  ...
Perfetti Media             Comprehension Test                         Pages containing complex content                    ...
Perfetti MediaConfab 2011 Conference   47
Perfetti Media                         Research Question                 How well does the site communicate the           ...
Perfetti MediaConfab 2011 Conference   49
Perfetti Media          Inherent value test                     Variant of traditional usability test                     ...
Perfetti Media        Two phase test                  Phase I: Identifies the value of the site for loyal users            ...
Perfetti Media                         Research Question                   What information is most important to          ...
Perfetti Media         Catalog-Based Task Testing                  User or task understanding is fuzzy                  Pr...
Perfetti MediaConfab 2011 Conference   54
Perfetti Media            Thank You!                         Web: www.perfettimedia.com                         Twitter: @...
Perfetti MediaWhat about A/B Tests?5% conversion rate        11.6% conversion rate Confab 2011 Conference                 ...
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Effective Techniques for Measuring Your Content's Success

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Christine Perfetti's presentation from Confab 2011:

How can you be confident that your content pages are understandable? How do you assess if the content is appropriate for your audience? How do you ensure you've written content that effectively communicates the essential information?

It turns out there are many different techniques for measuring your content. In this presentation, Christine Perfetti will show you some methods you've probably never heard of -- techniques only practiced by the most adventuresome content strategists.

Published in: Education, Technology, Design
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Effective Techniques for Measuring Your Content's Success

  1. 1. Perfetti Media Essential Techniques for Measuring Your Content’s Success Christine Perfetti www.perfettimedia.com @cperfettiConfab 2011 Conference 1
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  9. 9. Perfetti Media 800,000 of Microsoft’s pages have never been loaded from the serverConfab 2011 Conference 9
  10. 10. Perfetti Media Measuring your content’s success Teams have many tools for measuring their content Web analytics Traditional usability tests Advanced content measurement techniques 5 second tests Comprehension tests First click tests Catalog-based tests Inherent value testsConfab 2011 Conference 10
  11. 11. Perfetti Media Are web analytics the solution? Web analytics are the most common technique for evaluating content Data sources Visitor traffic and server logs Conversion funnels Search engine logsConfab 2011 Conference 11
  12. 12. Perfetti MediaWeb Analytics Have LimitationsConfab 2011 Conference 12
  13. 13. Perfetti Media Web Analytics Are Just a Starting Point Web analytics highlight potential problem areas Tells you what is happening on the site Doesn’t tell you why users behave in a particular wayConfab 2011 Conference 13
  14. 14. Perfetti Media The Best Approach for Content Evaluation Design teams and content strategists need to observe people interact with their content Assess where content fails to address users’ questions, concerns, and opportunities Identify where content successfully excites and engages usersConfab 2011 Conference 14
  15. 15. Perfetti Media Traditional usability tests A usability test involves putting your users in front of your product and observing what they doConfab 2011 Conference 15
  16. 16. Perfetti MediaConfab 2011 Conference 16
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  20. 20. Perfetti Media How did users perform?Confab 2011 Conference 20
  21. 21. Perfetti Media Running a test session Greet the user Introduce user to observers Explain to user how the test will work Give the user tasks to complete and observe problems they experience General Q&A Debrief with observersConfab 2011 Conference 21
  22. 22. Perfetti Media Start testing your content anywhereConfab 2011 Conference 22
  23. 23. Perfetti Media Signs of content and design failure Back button Pogosticking Going to Search FAQs, Help, and Site MapConfab 2011 Conference 23
  24. 24. Perfetti Media The Handbook of Usability Testing, 2nd Edition Jeffrey Rubin and Dana Chisnell A Practical Guide to Usability Testing Joseph Dumas and Janice (Ginny) Redish Don’t Make Me Think Steve KrugConfab 2011 Conference 24
  25. 25. Perfetti Media Advanced techniques for measuring content Techniques for answering specific questions about your content 5 Second Test First Click Test Inherent Value Test Comprehension Test Catalog-based TestConfab 2011 Conference 25
  26. 26. Perfetti Media Research Question How do we measure the success of content pages?Confab 2011 Conference 26
  27. 27. Perfetti Media 5 Second Page Tests Quick and dirty technique for measuring content pages Takes less than 10 minutes to run Measures if content pages quickly convey their purposeConfab 2011 Conference 27
  28. 28. Perfetti Media Sharing your pictures online You want to post pictures online from your last vacation You are concerned that the upload process will be difficult How confident are you that you can upload photos quickly and easily?Confab 2011 Conference 28
  29. 29. Perfetti MediaConfab 2011 Conference 29
  30. 30. Perfetti MediaConfab 2011 Conference 30
  31. 31. Perfetti Media Sharing your pictures online You want to post pictures online from your last vacation You are concerned that the upload process will be difficult How confident are you that you can upload photos quickly and easily?Confab 2011 Conference 31
  32. 32. Perfetti MediaConfab 2011 Conference 32
  33. 33. Perfetti MediaConfab 2011 Conference 33
  34. 34. Perfetti Media Sharing your pictures online You want to post pictures online from your last vacation You are concerned that the upload process will be difficult How confident are you that you can upload photos quickly and easily?Confab 2011 Conference 34
  35. 35. Perfetti MediaConfab 2011 Conference 35
  36. 36. Perfetti MediaConfab 2011 Conference 36
  37. 37. Perfetti Media Not for the Home PageConfab 2011 Conference 37
  38. 38. Perfetti Media Research Question How do we measure the success of the home page?Confab 2011 Conference 38
  39. 39. Perfetti MediaConfab 2011 Conference 39
  40. 40. Perfetti Media First Click Test Useful method to assess where users first click on your site’s home or entry page Provide users with a specific task to complete when they arrive at the site By observing where users first click, it’s a clear indicator whether they’ll eventually be successfulConfab 2011 Conference 40
  41. 41. Perfetti MediaConfab 2011 Conference 41
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  43. 43. Perfetti MediaConfab 2011 Conference 43
  44. 44. Perfetti Mediaart.yale.eduConfab 2011 Conference 44
  45. 45. Perfetti Media Research Question Do users understand your product or site’s complex content?Confab 2011 Conference 45
  46. 46. Perfetti Media Comprehension Test Pages containing complex content Such as policies or procedures How your product works User comprehension is imperative to their success Questions determine if users understand contentConfab 2011 Conference 46
  47. 47. Perfetti MediaConfab 2011 Conference 47
  48. 48. Perfetti Media Research Question How well does the site communicate the value of the product or service?Confab 2011 Conference 48
  49. 49. Perfetti MediaConfab 2011 Conference 49
  50. 50. Perfetti Media Inherent value test Variant of traditional usability test Identifies why loyal users love the site/service Determines if new users see the same valueConfab 2011 Conference 50
  51. 51. Perfetti Media Two phase test Phase I: Identifies the value of the site for loyal users Ask existing customers to give you a tour of your site or product Ask them to share what they find most valuable about your product Phase II: Do new users see the same value?Confab 2011 Conference 51
  52. 52. Perfetti Media Research Question What information is most important to users?Confab 2011 Conference 52
  53. 53. Perfetti Media Catalog-Based Task Testing User or task understanding is fuzzy Print brochure/catalog describes products or services Ask users to review catalog and highlight important content Can they easily find the same content on your web site?Confab 2011 Conference 53
  54. 54. Perfetti MediaConfab 2011 Conference 54
  55. 55. Perfetti Media Thank You! Web: www.perfettimedia.com Twitter: @cperfetti Email Newsletter: UX Ideas One-day Workshop: Measuring Your Content’s Success events@perfettimedia.comConfab 2011 Conference 55
  56. 56. Perfetti MediaWhat about A/B Tests?5% conversion rate 11.6% conversion rate Confab 2011 Conference 56
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