This presentation will show you many techniques for increasing your profits by improving the user experience of your site. The slides aren't all self-explanatory. To see a video of the talk, visit http://www.conversion-rate-experts.com/usability-testing/

2. What you’ll get from this talk
Tools for user testing.
15 common insights that user tests reveal.
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2
3
Tips for getting great insights from user tests.

4. I’m
an idiot.
He’s an idiot.
Something is wrong with the world
DesignerUser

5. He’s
the idiot.
I’m the idiot.
A be er, more profitable view
DesignerUser

6. “If a user is having a
problem,
it’s our problem”

9. Happy clients

10. Doubled sales

11. you
When did
last run
a user test?

12. user tests?Whyshould you run

13. 現地現物

14. 現地現物Genchi Genbutsu = Go and See

16. 現場

17. 現場Gemba = The Real Place

19. Whom
to test on?

20. 1. Yourself

34. 2. Anyone you can find

36. 3. Anyone qualified

40. 4. Your visitors

44. 5. Your customers

46. Card sorting

51. Unmoderated
remote user tests

53. JoinGoToMeeting.com

58. Tips

59. Scripts
• Steve Krug’s script:
http://www.sensible.com/downloads/test-script.doc
• Ethnio’s script:
http://remoteresear.ch/moderator-script/

60. The best
user tests
leave you
in tears

62. Be
Louis Theroux

63. Keep quiet.
Ask later.

65. Things you see
during user testing

66. The user making
stupid mistakes
(=You being a stupid
designer)

67. The “house-visitor”
effect

68. Not scrolling

70. The user…
• Completely misses the point
• Hits a sticking point
• Is unsure what you do
• Doesn’t trust you
• Isn’t interested
• Is confused
• Doesn’t believe your product’s claims
• Isn’t convinced you’re better than the alternatives
• Is worried about the risk
• Wants to think about it. Is “still researching.”
Ten more obstacles we oen
see during user-tests