Little Things Mean a Lot - The Importance of Usability Testing

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Usability testing is the only way to optimize a website for conversion efficiency, which leads directly to an increase in lead generation and/or sales.

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Little Things Mean a Lot - The Importance of Usability Testing

  1. 1. LITTLE THINGS MEAN A LOT JUNE 3, 2014 THE IMPORTANCE OF USABILITY TESTING
  2. 2. ABOUT TOP FLOOR TOP FLOOR MAINTAINS DEDICATED TEAMS: ! • MARKETING STRATEGY • DIGITAL DESIGN • DIGITAL DEVELOPMENT • INTERNET MARKETING • SEARCH AND ANALYTICS • CONVERSION OPTIMIZATION • BRANDING • INTEGRATED MARKETING SERVICES 14 YEARS OF DELIVERING DIGITAL MARKETING RESULTS
  3. 3. ABOUT ME PHOTO   (329W X 357H) • 20 YEARS DIGITAL MARKETING EXPERIENCE • HUNDREDS OF WEBSITE DESIGNS • MAJOR GLOBAL BRAND EXPERIENCE • FEATURED NATIONALLY AS SPEAKER • UX DESIGN AND OPTIMIZATION FOR LARGE, GLOBAL BRANDS SUCH AT THE GAP, SONY, BOMBAY COMPANY, FARMERS INSURANCE, NORTHWESTERN MUTUAL, GE HEALTHCARE, MOTOROLA, HONEYWELL AND MANY OTHERS. CLAY KONNOR
 DIRECTOR OF DIGITAL DESIGN
  4. 4. ABOUT YOU • B2B? • B2C? • E-COMMERCE? • ANY UX TESTING EXPERIENCE? A SHOW OF HANDS PLEASE
  5. 5. USABILITY
  6. 6. “Usability • making sure that something works well: that a person of average (or even below average) ability and experience can use the thing – whether it’s a website, a fighter jet, or a revolving door – for its intended purpose without getting hopelessly frustrated” ! - Steve Krug, Author USABILITY
  7. 7. USABILITY
  8. 8. 22 35 26 17 18 29 22 24 1313 2120 2007 2010 2012 Ease of conversion Ease of use
 (usability) Security and
 confidence Confirmation of action TOP USER COMPLAINTS FOR WEBSITES USER EXPERIENCE
  9. 9. SOMEBODY DOES SOMETHING YOU WANT THEM TO DO Page Visits x Conversion Percentage = Results 10,000 x .03 = 300 WHAT IS A CONVERSION?
  10. 10. AVERAGE CONVERSION? High Tech Travel &
 Hospitality Retail B2B 0 2 3 5 6 1.5 2.2 2.1 1.5 5.2 4.2 3.6 2.9 Best of Best The Masses
  11. 11. SEARCH PPC PR ADVERTISING CONTENT MARKETING SOCIAL ELEVATING CONVERSIONS
  12. 12. PUBLIC
 RELATIONS PAID SEARCH MARKETING
 AUTOMATION BRAND
 AWARENESS GETTING MORE TRAFFIC CONTENT
 MARKETING SEARCH SOCIAL OFFLINE
 MARKETING
  13. 13. • Expensive • When budget ends, efficacy can end • Over-optimization leads to less qualified users GETTING MORE TRAFFIC THE DOWN SIDE
  14. 14. SEARCH PPC PR ADVERTISING CONTENT MARKETING SOCIAL ELEVATING CONVERSIONS
  15. 15. • The component most under your control • Delivers the biggest bang for your buck • Exponential effect on bottom line • You get the benefit… forever • Competitive advantage • Customer loyalty goes to the best user experience USABILITY OPTIMIZATION WHY OPTIMIZE USABILITY?
  16. 16. BOTTOM LINE EFFECTS Design Design 1 Design 2 Budget 1,000,000 1,000,000 Traffic 1,000,000 1,000,000 CPC $1 $1 Conversion Rate 3% 5% Sales 30,000 50,000 Average Revenue Per Sale $100 $100 Total Web Sales ELEVATING CONVERSIONS $3,000,000 $5,000,000
  17. 17. • Companies that have engaged in conversion enhancement initiatives have seen average increases of 25%-600% or more conversion ! • The median conversion increase is 40-60% ! - Jakob Nielsen’s report “ROI on Usability” BOTTOM LINE EFFECTS ELEVATING CONVERSIONS
  18. 18. ELEVATING CONVERSIONS WHO SHOULD TEST EVERYONE
  19. 19. AFTER LAUNCH • UX IS DESIGN • CHOOSE THE RIGHT PLATFORM • UTILIZE UX PROFESSIONALS • DESIGN FOR THE LESS INITIATED • HIGH FIDELITY WIREFRAMES • TEST CONCEPTS • TEST CREATIVE DEVELOPMENTDESIGN ELEVATING CONVERSIONS • PROTOTYPES • ALPHA RELEASE • TEST BEFORE LAUNCH • YOU JUST BUILT THE ULTIMATE TESTING PLATFORM • HONE YOUR ANALYTICS • NEVER STOP TESTING WHEN TO TEST
  20. 20. • GOOGLE CONVERSION GOALS • FUNNEL VISUALIZATION • GOAL FLOW • NON-GOOGLE ANALYTICS METHODS ANALYTICS ELEVATING CONVERSIONS WHEN TO TEST
  21. 21. ELEVATING CONVERSIONS WHICH PAGE DESIGN WORKED BETTER? A B
  22. 22. • FORM A HYPOTHESIS BASED ON ANALYTICS, USER OBSERVATION OR USER TESTING • CREATE A TEST THAT FOCUSES ON THE DESIRED CONVERSION • SELECT A TEST GROUP • AS WIDE AS POSSIBLE • CONSIDER GEOGRAPHIC TESTING • CONDUCT TEST • ANALYZE RESULTS TESTING TYPES OF TESTING
  23. 23. UNMODERATED REMOTE TESTING • TESTING A SINGLE OPTION AGAINST ANOTHER SINGLE OPTION • COMPARING TWO (OR MORE) DISSIMILAR APPROACHES MULTIVARIATE TESTINGA-B-N TESTING TESTING • TESTING A HOW COMBINATIONS OF ITEMS WORK AGAINST EACH OTHER • COMPARING TWO SIMILAR APPROACHES • TYPICALLY VIDEO-BASED • TASK-BASED TESTING • USER GUIDED BY SYSTEM TYPES OF TESTING MODERATED TESTING • TASK-BASED TESTING • MOST POWERFUL • MOST EXPENSIVE • USER GUIDED BY SYSTEM AND MODERATOR • REAL-TIME ANALYSIS
  24. 24. TESTING A-B-N TESTING • OPTIMIZELY • JAVASCRIPT • MANY OTHERS TOOLS • VERY SIMPLE TO RUN • INEXPENSIVE • MULTIPLE TESTS ARE SIMPLE BENEFITS DISADVANTAGES • WORKS BEST WITH LANDING PAGES OR SIMPLE CONVERSION PATHS • DIFFICULT TO IMPLEMENT FOR A SITE-WIDE TEST
  25. 25. TESTING A-B-N TESTING EXAMPLE
  26. 26. TESTING A-B-N TESTING EXAMPLE • 6% increase in banner CTR • 21.3% increase in visitors that reached the 
 shopping cart
  27. 27. TESTING A-B-N TESTING EXAMPLE
  28. 28. TESTING RESULT 422% increase in CTR
  29. 29. TESTING A-B-N TESTING EXAMPLE
  30. 30. TESTING RESULT 9% increase in RFQ
  31. 31. TESTING MULTIVARIATE TESTING • OPTIMIZELY • VISUAL WEBSITE OPTIMIZER • GOOGLE CONTENT EXPERIMENTS • MANY OTHERS TOOLS • SIMPLE TO SET UP • INEXPENSIVE • FOLLOW-UP TESTS ARE SIMPLE BENEFITS DISADVANTAGES • WORKS BEST WITH LANDING PAGES OR SIMPLE CONVERSION PATHS • DIFFICULT TO IMPLEMENT FOR A SITE-WIDE TEST
  32. 32. TESTING MULTIVARIATE TESTING IMAGE 1 HEADLINE ONE IMAGE 1 HEADLINE TWO IMAGE 2 HEADLINE ONE IMAGE 2 HEADLINE TWO
  33. 33. familiar top nav Telephone contact & Request for demo brief headline simple instructions stock photo of happy person at computer TESTING MULTIVARIATE TESTING Three column layout
  34. 34. Removed all nav Replace entire header of site with just logo Replace stock photo with actually relevant image ! Remove alternate contact info More detailed copy about offer Simplify layout to two columns and shade form column Big submit button - only button on page
  35. 35. Less copy worked better Visual parity to online ad
  36. 36. TESTING RESULT 300% increase in form submissions
  37. 37. TESTING UNMODERATED REMOTE USER TESTING ! • TRY MY UI • OPEN HALLWAY • USERLYTICS • USERTESTING.COM • USER ZOOM • WHAT USERS DO TOOLS • ROBUST RESULTS • GEOGRAPHIC VARIABLES • RECRUITING OPTIONS • WRITE YOUR OWN TESTS • VIDEO TO REVIEW BENEFITS DISADVANTAGES • LACK OF MODERATOR • SUBJECT TO USABILITY OF ACTUAL TEST DESIGN
  38. 38. TESTING UNMODERATED REMOTE USER TESTING
  39. 39. TESTING RESULT 38% increase in conversion
  40. 40. TESTING MODERATED USER TESTING ! • MORAE TOOLS • MOST ROBUST RESULTS • REALTIME OBSERVATION • RECRUITING OPTIONS • WRITE YOUR OWN TESTS • VIDEO TO REVIEW • CUSTOM ANALYTICS • CUSTOM PRESENTATIONS BENEFITS DISADVANTAGES • HIGHEST COST • REQUIRES GREATER EXPERTISE TO DESIGN TESTS • REQUIRES EXPERTISE TO CONDUCT TESTS
  41. 41. TESTING MODERATED USER TESTING TESTING
 STATION REMOTE OBSERVATION RESULTS, ANALYTICS & PRESENTATION
  42. 42. TESTING MODERATED USER TESTING
  43. 43. TESTING MODERATED USER TESTING 1.       Find 10x20 trade show display ! Your company is attending a trade show. The show is high profile and demands an exhibit that will stand out. You have been instructed to find a trade show display that measures 10 x 20 feet. Your budget is $30,000 - $40,000. The display must fit between other displays which is known as "inline".   Find a display or displays and request a quote for a similar display customized for Top Floor.   2.       Find a road case ! In addition to the display Top Floor needs a case to transport the display to various shows.   Find an appropriate case and request a quote.
  44. 44. TESTING MODERATED USER TESTING
  45. 45. TESTING MODERATED USER TESTING
  46. 46. TESTING MODERATED USER TESTING • Lack of AJAX loading when filters are engaged in Solutions make the page jump to the top creating user frustration and confusion • No indication that page is reloading when filter is engaged • "Events" is in the wrong section - nobody found it where it is. Everyone looked in “what we do” • "Our Portfolio" should be renamed • "Read More" button on product array lists should say “Details” • Listing pages lack a direct RFQ button • Lack of images in main area makes users think that the page hasn't loaded and causes confusion • Custom is two levels down. If indeed that is a primary offering, then Custom should be a main navigation item or within solutions
  47. 47. TESTING RESULT 22% increase in requests
  48. 48. TESTING MODERATED USER TESTING
  49. 49. TESTING RESULT ?
  50. 50. TESTING COMBINED TESTING
  51. 51. TESTING COMBINED TESTING
  52. 52. ELEVATING CONVERSIONS WHICH PAGE DESIGN WORKED BETTER? A B
  53. 53. TESTING RESULT 310% increase in conversions
  54. 54. ELEVATING CONVERSIONS WHO SHOULD TEST EVERYONE
  55. 55. THANK YOU @clayewi @topfloortech
  56. 56. THANK YOU

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