How do users actually use the web

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Some of the things I've gleaned from user testing over the years. What do people actually do online?

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  • You can increase sales on your site as much as 225% by offering sufficient product information to your customers at the time they need it. One way to do this is to develop product lists that don 稚 require shoppers to bounce back-and-forth between the list and individual product pages.
  • You can increase sales on your site as much as 225% by offering sufficient product information to your customers at the time they need it. One way to do this is to develop product lists that don 稚 require shoppers to bounce back-and-forth between the list and individual product pages.
  • How do users actually use the web

    1. 1. © cxpartners 2007 How do users actually use the web? Joe Leech Principal Consultant +44 7905 334163 http://flickr.com/photos/thomashawk/161547780/www.cxpartners.co.uk
    2. 2. cxpartners in numbers www.cxpartners.co.uk Run 413 user tests in 2007 27 combined years in usability £176 Est. added to the revenue of companies worked with in 2007 million 13 cxpartners Usability work on continents 5 Based in Bristol 118 miles from London Surveyed 3,450 users in 2007 Watched people use 673websites
    3. 3. We watch people use the web www.cxpartners.co.uk
    4. 4. We also design website structures…
    5. 5. …and page layouts
    6. 6. How users actually use the web www.cxpartners.co.uk Top 5 things we’ve learnt and ways to turn this to your advantage
    7. 7. #1 http://flickr.com/photos/manfrys/2226178289/
    8. 8. Google generation Flighty, is the best way to describe their behaviour They show a strong tendency towards shallow horizontal ‘flicking’ behaviour Make the pictures bigger and cut the text by half
    9. 9. Report: Google generation: myth vs. reality?  They are expert searchers  They think everything is on the web (and it’s all free)  They do not respect intellectual property  They are the ‘cut-and-paste’ generation  They have zero tolerance for delay and their information needs must be fulfilled immediately  They prefer interactive systems and are turning away from being passive users of content  They find their peers more credible as information sources than authority figures  They multitask in all areas of their lives Source: information behaviour of the the research of the future January 2008 UCL http://www.bl.uk/news/pdf/googlegen.pdf
    10. 10. Everybody is becoming more like the Google generation http://flickr.com/photos/manfrys/2226178289/
    11. 11. In at #2 Only 10% of your users come in to your website via the homepage on average around 70% of design effort is focused on the homepage •Design your article page first •Give clear sign posting to other lovely things on your website from the bottom of every article
    12. 12. Give people a place to go from the bottom of the page Great article Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat. Sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Related articles: •Another storey about the same thing •One more story that is related More form Alex Smith •Another news story here Enter your email Get articles straight to your inbox Next >
    13. 13. At #3 Print this
    14. 14. At #3 Print this Let your users print stuff In this increasingly digital world users still want to print •Let them print, offer a button •Use Print style sheets to get more
    15. 15. At #3 Printed from GreatMag.com Visit www.greatmag.com for more great articles like this one Great article Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat. Sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. For more articles form Alex Smith go to www.greatmag.com/alexsmith Subscriptions: 0800 5555 666 £34 a year
    16. 16. In at #4
    17. 17. In at #4 Accessibility is not about disability It’s about your website working everywhere for anyone Design for accessibility and everything will follow
    18. 18. 4.7 (p39): “From 1st October 1999 a service provider has to take reasonable steps to change a practice which makes it unreasonably difficult for disabled people to make use of its services.” Accessibility & the law
    19. 19. Finally at #5 http://flickr.com/photos/yonorthshore/201958824/www.cxpartners.co.uk
    20. 20. #5 http://flickr.com/photos/yonorthshore/201958824/www.cxpartners.co.uk Browse, not search is the best way to help users find stuff Search is hard to get right and is mostly a fall-back option Put a list of all your stuff where it can be seen
    21. 21. Search is a last resort AverageMag.com Articles Features Resources Archive FAQsHome Search Go
    22. 22. Put your wares on show on every page
    23. 23. Thank you Joe Leech principal consultant cxpartners joe.leech@cxpartners.co.uk +44 117 946 3930

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