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User Experience Measurement and Analysis: Usability Testing

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In this video learn what website usability testing is and how you can use it to inform your marketing strategy.

Published in: Marketing
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User Experience Measurement and Analysis: Usability Testing

  1. 1. User Experience Measurement and Analysis 4. USABILITY TESTING
  2. 2. What is usability testing? • Observe real people using your website or application. • Observe performance of tasks & measure.
  3. 3. What usability testing is NOT • Usability testing it not – People’s opinions of the design or functionality – People watching you use your own site and telling you what they think – A measurement of people’s skills or intelligence.
  4. 4. Usability testing instead is letting people use your site on their own unprompted by you.
  5. 5. A success usability test means… • You don't guide them or help them use your site. • You sit that person down in front of a computer and ask them to complete a task. • You watch them, silently, and give them however much is needed to complete the task.
  6. 6. A success usability test means… • You don't guide them or help them use your site. • You sit that person down in front of a computer and ask them to complete a task. • You watch them, silently, and give them however much is needed to complete the task.
  7. 7. A success usability test means… • You don't guide them or help them use your site. • You sit that person down in front of a computer and ask them to complete a task. • You watch them, silently, and give them however much time is needed to complete the task.
  8. 8. "Tell me what products this company sells. Feel free to click to whatever pages of the website you want to in order to locate this information."
  9. 9. Usability testing: Best Practices • Avoid opinions by having several participants. – Differentiate opinions from website issues – Statistical significance
  10. 10. Usability Factors
  11. 11. Factor 1: Can people complete tasks successfully?
  12. 12. Factor 2: How long does it take for people to find information?
  13. 13. Factor 3: What pages are people seeking to complete the task?
  14. 14. Factor 4: Where are user pain points?
  15. 15. When to do usability testing • Before and after a website redesign • When you see low conversion rates • When you see higher bounce rates
  16. 16. Usability Case Study
  17. 17. Successful Task Completion
  18. 18. Task Completion Time
  19. 19. Vertical Scrolls
  20. 20. Join us for the next video: User Experience Measurement and Analysis Summary

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