whatusersdo           Screen Pages’ Client Event             27th September 2012                  Lee Duddell#screenpages ...
So far… •   Content… what you say •   Search… how they find you •   Marketing… getting them to your site •   Fulfillment… ...
We are…• Europe’s leading user insight and testing service• Capture ‘User Experience’ in videos (with users’  voice)• Mobi...
Why… •   People leave your website for a competitor’s •   Your Home Page bounce rate is up •   One landing page works bett...
Usability testing …• Watch users• Completing tasks• Hear what they think#screenpages @whatusersdo
5 Usability Guidelines1. Get your Home Page working2. Check that Returns Policy3. Optimise the registration process4. Make...
1. Home PageMUST CONVEY:- Who you are?- Why you’re special?- Where to start?      IN COPY NOT JUST IMAGERY#screenpages @wh...
#screenpages @whatusersdo
#screenpages @whatusersdo
2. Returns PolicyMUST BE:- Easy to find from any page- Clear and concise- Accessible for all – written by Marketing or a  ...
#screenpages @whatusersdo
3. Registration ProcessDo you really need to enforce it? USERS EXPECT GUEST REGISTRATION#screenpages @whatusersdo
4. Telephone number?Make you contact number prominentExplain why you don’t have a contact number   THERE ARE PEOPLE BEHIND...
#screenpages @whatusersdo
5. MobileDo as little as you can for Tablets (e.g. remove flash)Do more for Smartphones, if Analytics justifies the  effor...
#screenpages @whatusersdo
#screenpages @whatusersdo
Usability testing…            Answers Why?  Leads to double digit conversion            improvement#screenpages @whatusersdo
Getting started…#screenpages @whatusersdo
Getting started…                  planni                    ng                               concep     live              ...
We are…• Europe’s leading user insight and testing service• Capture User Experience in videos (with users’ voice)• Mobile ...
Thank you…         “I would like to apologise for not being able to       accomplish the tasks, no matter how hard I tried...
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Whatusersdo

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Whatusersdo presentation at Screen Pages client event Sept 2012

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Whatusersdo

  1. 1. whatusersdo Screen Pages’ Client Event 27th September 2012 Lee Duddell#screenpages @whatusersdo
  2. 2. So far… • Content… what you say • Search… how they find you • Marketing… getting them to your site • Fulfillment… getting product to them • Analytics… what happens on your site This session is about the “WHY”#screenpages @whatusersdo
  3. 3. We are…• Europe’s leading user insight and testing service• Capture ‘User Experience’ in videos (with users’ voice)• Mobile and Fixed Web tests (and both)#screenpages @whatusersdo
  4. 4. Why… • People leave your website for a competitor’s • Your Home Page bounce rate is up • One landing page works better than another • People ignore your PPC ads • Your cart abandonment is so high Usability testing reveals the “WHY”#screenpages @whatusersdo
  5. 5. Usability testing …• Watch users• Completing tasks• Hear what they think#screenpages @whatusersdo
  6. 6. 5 Usability Guidelines1. Get your Home Page working2. Check that Returns Policy3. Optimise the registration process4. Make you contact mechanism clear5. Embrace the mobile user#screenpages @whatusersdo
  7. 7. 1. Home PageMUST CONVEY:- Who you are?- Why you’re special?- Where to start? IN COPY NOT JUST IMAGERY#screenpages @whatusersdo
  8. 8. #screenpages @whatusersdo
  9. 9. #screenpages @whatusersdo
  10. 10. 2. Returns PolicyMUST BE:- Easy to find from any page- Clear and concise- Accessible for all – written by Marketing or a Lawyer? RETURNS IS A CONVERSION TOOL#screenpages @whatusersdo
  11. 11. #screenpages @whatusersdo
  12. 12. 3. Registration ProcessDo you really need to enforce it? USERS EXPECT GUEST REGISTRATION#screenpages @whatusersdo
  13. 13. 4. Telephone number?Make you contact number prominentExplain why you don’t have a contact number THERE ARE PEOPLE BEHIND YOUR WEBSITE#screenpages @whatusersdo
  14. 14. #screenpages @whatusersdo
  15. 15. 5. MobileDo as little as you can for Tablets (e.g. remove flash)Do more for Smartphones, if Analytics justifies the effort USERS RESEARCH ON PHONES#screenpages @whatusersdo
  16. 16. #screenpages @whatusersdo
  17. 17. #screenpages @whatusersdo
  18. 18. Usability testing… Answers Why? Leads to double digit conversion improvement#screenpages @whatusersdo
  19. 19. Getting started…#screenpages @whatusersdo
  20. 20. Getting started… planni ng concep live t protot prelive ype Plan in testing Define the test Select the panellists Choose the devices Session Prioritised Easily identifiable playback videos research insights quick wins#screenpages @whatusersdo
  21. 21. We are…• Europe’s leading user insight and testing service• Capture User Experience in videos (with users’ voice)• Mobile and Fixed Web tests (and both)#screenpages @whatusersdo
  22. 22. Thank you… “I would like to apologise for not being able to accomplish the tasks, no matter how hard I tried.” “I actually found the site very easy to use.” “Perhaps the online community could be made into a mobile site too. However, everything else is pretty straightforward and easy on the eye, and easy to browse.”#screenpages @whatusersdo

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