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Whatusersdo presentation at Screen Pages client event Sept 2012

Whatusersdo presentation at Screen Pages client event Sept 2012

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  • 1. whatusersdo Screen Pages’ Client Event 27th September 2012 Lee Duddell#screenpages @whatusersdo
  • 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. 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. 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. Usability testing …• Watch users• Completing tasks• Hear what they think#screenpages @whatusersdo
  • 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. 1. Home PageMUST CONVEY:- Who you are?- Why you’re special?- Where to start? IN COPY NOT JUST IMAGERY#screenpages @whatusersdo
  • 8. #screenpages @whatusersdo
  • 9. #screenpages @whatusersdo
  • 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. #screenpages @whatusersdo
  • 12. 3. Registration ProcessDo you really need to enforce it? USERS EXPECT GUEST REGISTRATION#screenpages @whatusersdo
  • 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. #screenpages @whatusersdo
  • 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. #screenpages @whatusersdo
  • 17. #screenpages @whatusersdo
  • 18. Usability testing… Answers Why? Leads to double digit conversion improvement#screenpages @whatusersdo
  • 19. Getting started…#screenpages @whatusersdo
  • 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. 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. 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