Effective Techniques for Measuring Your Content's Success

1. Perfetti Media Essential Techniques for Measuring Your Content’s Success Christine Perfetti www.perfettimedia.com @cperfettiConfab 2011 Conference 1

2. Perfetti MediaConfab 2011 Conference 2

9. Perfetti Media 800,000 of Microsoft’s pages have never been loaded from the serverConfab 2011 Conference 9

10. Perfetti Media Measuring your content’s success Teams have many tools for measuring their content Web analytics Traditional usability tests Advanced content measurement techniques 5 second tests Comprehension tests First click tests Catalog-based tests Inherent value testsConfab 2011 Conference 10

11. Perfetti Media Are web analytics the solution? Web analytics are the most common technique for evaluating content Data sources Visitor trafﬁc and server logs Conversion funnels Search engine logsConfab 2011 Conference 11

12. Perfetti MediaWeb Analytics Have LimitationsConfab 2011 Conference 12

13. Perfetti Media Web Analytics Are Just a Starting Point Web analytics highlight potential problem areas Tells you what is happening on the site Doesn’t tell you why users behave in a particular wayConfab 2011 Conference 13

14. Perfetti Media The Best Approach for Content Evaluation Design teams and content strategists need to observe people interact with their content Assess where content fails to address users’ questions, concerns, and opportunities Identify where content successfully excites and engages usersConfab 2011 Conference 14

15. Perfetti Media Traditional usability tests A usability test involves putting your users in front of your product and observing what they doConfab 2011 Conference 15

20. Perfetti Media How did users perform?Confab 2011 Conference 20

21. Perfetti Media Running a test session Greet the user Introduce user to observers Explain to user how the test will work Give the user tasks to complete and observe problems they experience General Q&A Debrief with observersConfab 2011 Conference 21

22. Perfetti Media Start testing your content anywhereConfab 2011 Conference 22

23. Perfetti Media Signs of content and design failure Back button Pogosticking Going to Search FAQs, Help, and Site MapConfab 2011 Conference 23

24. Perfetti Media The Handbook of Usability Testing, 2nd Edition Jeffrey Rubin and Dana Chisnell A Practical Guide to Usability Testing Joseph Dumas and Janice (Ginny) Redish Don’t Make Me Think Steve KrugConfab 2011 Conference 24

25. Perfetti Media Advanced techniques for measuring content Techniques for answering speciﬁc questions about your content 5 Second Test First Click Test Inherent Value Test Comprehension Test Catalog-based TestConfab 2011 Conference 25

26. Perfetti Media Research Question How do we measure the success of content pages?Confab 2011 Conference 26

27. Perfetti Media 5 Second Page Tests Quick and dirty technique for measuring content pages Takes less than 10 minutes to run Measures if content pages quickly convey their purposeConfab 2011 Conference 27

28. Perfetti Media Sharing your pictures online You want to post pictures online from your last vacation You are concerned that the upload process will be difﬁcult How conﬁdent are you that you can upload photos quickly and easily?Confab 2011 Conference 28

37. Perfetti Media Not for the Home PageConfab 2011 Conference 37

38. Perfetti Media Research Question How do we measure the success of the home page?Confab 2011 Conference 38

40. Perfetti Media First Click Test Useful method to assess where users first click on your site’s home or entry page Provide users with a specific task to complete when they arrive at the site By observing where users first click, it’s a clear indicator whether they’ll eventually be successfulConfab 2011 Conference 40

44. Perfetti Mediaart.yale.eduConfab 2011 Conference 44

45. Perfetti Media Research Question Do users understand your product or site’s complex content?Confab 2011 Conference 45

46. Perfetti Media Comprehension Test Pages containing complex content Such as policies or procedures How your product works User comprehension is imperative to their success Questions determine if users understand contentConfab 2011 Conference 46

48. Perfetti Media Research Question How well does the site communicate the value of the product or service?Confab 2011 Conference 48

50. Perfetti Media Inherent value test Variant of traditional usability test Identiﬁes why loyal users love the site/service Determines if new users see the same valueConfab 2011 Conference 50

51. Perfetti Media Two phase test Phase I: Identiﬁes the value of the site for loyal users Ask existing customers to give you a tour of your site or product Ask them to share what they ﬁnd most valuable about your product Phase II: Do new users see the same value?Confab 2011 Conference 51

52. Perfetti Media Research Question What information is most important to users?Confab 2011 Conference 52

53. Perfetti Media Catalog-Based Task Testing User or task understanding is fuzzy Print brochure/catalog describes products or services Ask users to review catalog and highlight important content Can they easily ﬁnd the same content on your web site?Confab 2011 Conference 53

55. Perfetti Media Thank You! Web: www.perfettimedia.com Twitter: @cperfetti Email Newsletter: UX Ideas One-day Workshop: Measuring Your Content’s Success events@perfettimedia.comConfab 2011 Conference 55

56. Perfetti MediaWhat about A/B Tests?5% conversion rate 11.6% conversion rate Confab 2011 Conference 56