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Website Testing & Methodology

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Part of a panel presentation given at the National Arts Marketing Project conference on October 10, 2012.

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Website Testing & Methodology

  1. 1. Website Testing & Optimization @danleatherman 1Saturday, November 10, 12 1
  2. 2. HELLO. 2Saturday, November 10, 12 2
  3. 3. Im Dan. 3Saturday, November 10, 12 3
  4. 4. 4Saturday, November 10, 12 4
  5. 5. Im a Designer. 5Saturday, November 10, 12 5
  6. 6. Measurement & R.O.I 6Saturday, November 10, 12 6
  7. 7. Essential Methodology 1. Who 2. What 3. When 4. Where 5. Why 7Saturday, November 10, 12 7
  8. 8. • Designers • Business Development • Developers • Future Clients • Project Managers • Current Clients • Marketers • Whole Teams 8Saturday, November 10, 12 8
  9. 9. Essential Methodology 1. Who 2. What 3. When 4. Where 5. Why 9Saturday, November 10, 12 9
  10. 10. Intuition-Driven (AKA The Designer’s Choice) 10Saturday, November 10, 12 10
  11. 11. Data-Driven (AKA The Engineer’s Choice) 11Saturday, November 10, 12 11
  12. 12. Design Spectrum Intuition Driven Data Driven Instinctive Deliberate Subjective Objective Daring Safe 12Saturday, November 10, 12 12
  13. 13. Metrics-Driven (AKA The Every-man’s Choice) “Radical innovation requires both evidence and intuition: evidence to become informed, and intuition to inspire us in imagining and creating new and better possibilities.”—Jane Fulton Suri, IDEO 13Saturday, November 10, 12 13
  14. 14. Scientific Method Think Learn Try 14Saturday, November 10, 12 14
  15. 15. Essential Methodology 1. Who 2. What 3. When 4. Where 5. Why 15Saturday, November 10, 12 15
  16. 16. 16Saturday, November 10, 12 16
  17. 17. Ideation Wireframes Visuals / Prototypes Launch! Iteration User Flows Analytics Measurement Click Tests Preference Tests Usability Testing A/B or Multivariate Tests 17Saturday, November 10, 12 17
  18. 18. Essential Methodology 1. Who 2. What 3. When 4. Where 5. Why 18Saturday, November 10, 12 18
  19. 19. Where’s Waldo? 19Saturday, November 10, 12 19
  20. 20. The Number Narrative (hypothetical situation) 95% 🔒  💳 ⌂ 🔎 20Saturday, November 10, 12 20
  21. 21. Essential Methodology 1. Who 2. What 3. When 4. Where 5. Why 21Saturday, November 10, 12 21
  22. 22. Value 22Saturday, November 10, 12 22
  23. 23. “The more users’ expectations prove right, the more they will feel in control of the system and the more they will like it.” – Jakob Nielson 23Saturday, November 10, 12 23
  24. 24. UI Fundamentals & Best Practices Basic Usability Bad Good 24Saturday, November 10, 12 24
  25. 25. UI Fundamentals & Best Practices Information Architecture / Hierarchy Bad Good 25Saturday, November 10, 12 25
  26. 26. UI Fundamentals & Best Practices Call To Actions Bad Good 26Saturday, November 10, 12 26
  27. 27. Testing UI Free! $$ 27Saturday, November 10, 12 27
  28. 28. Resources • ZURB Apps • Invision (invisionapp.com) • Plunk (plunkapp.com) • Google Analytics • Clue (clueapp.com) (google.com/analytics) • Notable • Gauges (gaug.es) (notableapp.com) • Chartbeat • Verify (verifyapp.com) (chartbeat.com) 28Saturday, November 10, 12 28
  29. 29. Resources (cont’d) • Google URL Builder (http:// • ClickTale (clicktale.com) support.google.com/ • Crazy Egg analytics/bin/answer.py? (crazyegg.com) hl=en&answer=103386 7) • Optimizely (optimizely.com) • Click Heat (http:// www.labsmedia.com/ • Litmus (litmus.com) clickheat/index.html) 29Saturday, November 10, 12 29
  30. 30. Image Sources (cc) Slide 3: Bridge: http://www.flickr.com/photos/jenik/ Slide 13: 1032573169/ Teeter Totter: http://www.flickr.com/ Slide 5: photos/joephotos/748426315/ Things Organized Neatly: http:// Slide 14: thingsorganizedneatly.tumblr.com/post/ Brain: http://www.flickr.com/photos/ 29420742974/submission-old-school- lizhenry/2051224366/ deconstruction-givewave Wright: http://www.flickr.com/photos/ Slide 6: 7726011@N07/3364409856/ Chemistry Set: http://www.flickr.com/ Supernova: http://www.flickr.com/photos/ photos/unloveable/2395867186/ nasamarshall/6313004758/ Slide 10: Slide 16: Whack-a-mole: http://www.flickr.com/ Lion King: http://cdn0.hark.com/images/ photos/tpapi/2765541278/ 000/006/667/6667/original.0 Slide 11: Slide 19: The Megahangar: http://www.flickr.com/ Where’s Waldo: http://www.flickr.com/ photos/stuckincustoms/5699183849/ photos/jameson42/4353769995/ 30Saturday, November 10, 12 30

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