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Benefits Of Usability


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Jonathan Roper and Neha Modgil presents on Benefits of Usability.

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Benefits Of Usability

  1. 1. Benefits of Usability to Business Usability and ROI Quantifying User Experience
  2. 2. Benefits of Usability to Business The formula for Website success is: B=VxCxL Where Wh B = Amount of Business done by the site V = Unique Visitors coming to the site q g C = Conversion Rate (The percentage of visitors who became customers) L = Loyalty Rate (The degree to which customers return to conduct repeat business)
  3. 3. Usability and ROI Internal ROI • Increased user productivity • Decreased user errors • Decreased training cost • Savings gained from making changes earlier in Design life cycle. • Decreased user support External ROI • Increased sales • Decreased customer support costs • Savings gained from making changes earlier in Design life cycle. •R d Reduced cost of providing t i i (if t i i i offered th d tf idi training training is ff d through th vendor company). h the d )
  4. 4. Usability and ROI – Fast Statistics High Return on savings and product Usability “Once a system is in development, correcting a problem costs 10 times as much as fixing the same problem in design If the system has been released it costs 100 times as much relative design. released, to fixing in Design.” (Gilb, 1998) Increase Transactions / Purchases “You can increase sales on your site as much as 225 % by providing sufficient product information to your customers at the right time” (User Interface Engineering, 2001) Retain Customers Rti C t “More than 83 % of internet users are likely to leave a website if they feel they have too many clicks to find what they are looking for” (Arthur Anderson, 2001) Attract more Customers “When respondents were asked to list the five most important reasons to shop on the web, 83% stated ‘Easy to p ace a o de as the top reason” ( e so , February 1999) s a ed asy o place an order’ e op easo (Nielson, eb ua y 999)
  5. 5. Usability ROI Examples Creative Good – A dollar spent on advertising during 1998 holiday season produced $5 in total revenue, while a dollar spent on customer experience improvements yielded more than $60 $60. IBM - On IBM's website, the most popular feature was the search function, because the site was difficult to navigate. The second most popular feature was the 'help' button, because the search technology was so ineffective. IBM's solution was a 10- week effort to redesign the site, which involved more than 100 employees at a cost estimated 'in the millions.' in millions The result: In the first week after the redesign, use of the 'help' button decreased 84 per cent, while sales increased 400 per cent.
  6. 6. Quantifying User Experience Success Rate Helps in determining if the site helps its visitors accomplish their goals and common tasks • Conversion Analysis y Determining the key performance indicators and measuring them against the page traffic. • Shopping Cart Analysis Analyzing completion of online forms This measurement can indicate if design of an online form provides successful user interaction Navigation Analysis This shows the paths users travel to arrive at and depart from the pages Error Prevention and Recovery Percentage of errors including 404 (file not found) error, 500 (server) error or any other error error
  7. 7. Quantifying User Experience Content Validation • Proportion of returning visitors on a particular page • Average page viewing length • Bookmarking Search Engine referral term analysis Helps in comparing user’s words to the website’s text.
  8. 8. Exercise 2
  9. 9. Thank You