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![Repeatable human-centered innovation
Sample question format
• Where would you click to [sign-up, purchase, log
in, etc.]?
50](https://image.slidesharecdn.com/howtoincreaseconversionwithusabilitytesting-081317-170822185047/85/Danny-Setiawan-How-to-Increase-Conversion-With-Usability-Testing-49-320.jpg)
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Danny Setiawan - How to Increase Conversion With Usability Testing
- 1. Repeatable human-centered innovation DannySetiawan, Product Development & UX Consultant, CoCreate Consulting Digital Summit, 2017 1 HOW TO INCREASE CONVERSION WITH USABILITY TESTING
- 2. Repeatable human-centered innovation Introduction •75M MAU (largest audience for product designed) • 15 years of experience in Product design and dev • Currently : • Product Dev & UX consultant for CoCreate, • UX instructor for General Assembly • Product mentor for Starta Accelerator 2
- 3. Repeatable human-centered innovation Objectives Bythe end of this session you’ll know : • What usability testing is and why it’s important • Basic techniques of conducting usability tests • Tools to conduct usability study 3
- 4. Repeatable human-centered innovation Agenda •Usability testing and conversion 4
- 5. Repeatable human-centered innovationhttp://cocreate.consulting USABILITY TESTING AND CONVERSION 5
- 6. Repeatable human-centered innovation Conversion •Getting your users to complete a desired action (i.e purchase, sign up, etc.) • Quantitative: What | Qualitative: Why 6
- 7. Repeatable human-centered innovation Motivationvs Friction Start Finish 7
- 8. Repeatable human-centered innovation Whatis usability testing? • The process of evaluating a product through observing real people using it for the purpose of minimizing friction 9
- 9.
- 10. Repeatable human-centered innovation Howto do it Recruit Conduct Act 11
- 11. Repeatable human-centered innovationhttp://cocreate.consulting RECRUIT
- 12. Repeatable human-centered innovation Recruitingparticipants • Professional recruiters • Tools that offer panels • Guerrilla recruiting (Buy coffee in exchange for testing) • Existing customers (and/or their contacts) • Friends and family • Co-workers (hallway usability test) 13
- 13. Repeatable human-centered innovation Minimum# of Participants? • 5 is normally enough • “Statistically significant” not that significant to identify usability issues • 1:3 ratio of session length and analysis 14
- 14. Repeatable human-centered innovationhttp://cocreate.consulting CONDUCT
- 15. Repeatable human-centered innovation Theset up : Pro 16
- 16. Repeatable human-centered innovation Theset up : DIY 17
- 17. Repeatable human-centered innovation Setup at The Economist 18
- 18. Repeatable human-centered innovation BestPractices • Provide context and clearly defined task • Use realistic prototype • Ask user to think out loud • Seek reaction, not feedback • Probe when appropriate (“what happened there?”) • Record session 19
- 19. Repeatable human-centered innovation Questionsto ask • Open ended ; not yes or no question “What do you see on this screen?” • Focused on task at hand • Get insight into user’s mental model “What does that mean to you? • Uncovers user’s expectations “What do you expect to happen when you do that?” • Avoid leading questions “How do you go back?” (where there’s a button labeled “back”) “Is this easy to use?” (you’ll get yes most of the time) 20
- 20. Repeatable human-centered innovation Howto prepare • Identify tasks to test (less is more) • Draft script based on task(s) to test | Download script template • Prepare docs (compensation, consent & recording release form, NDA) • Hardware & software set up • Test the test 21
- 21. Repeatable human-centered innovationhttp://cocreate.consulting ACT
- 22. Repeatable human-centered innovation Analyze •Identify patterns that emerge • Affinity mapping (grouping post-its) is a good method
- 23. Repeatable human-centered innovation Howto prioritize issues importance frequency Sharing on twitter Login Zoom in on product image See pricing info 24
- 24. All these soundgood, but… I have no UX resource. What do I do?
- 25. Repeatable human-centered innovationhttp://cocreate.consulting 26 5 SECOND TEST
- 26. Repeatable human-centered innovation Testlanding page 1st impression • Tool: Usability Hub’s Five second test • How does it work: show mock up of LP for 5 sec then ask a question • Why do it: to get your visitors to stay (increase chance of conversion 27
- 27. Repeatable human-centered innovation Whyvisitors don’t stay (1st impression) • Page doesn’t look credible “Is this legit?” • Doesn’t match expectation (from ad, search result) “Wait?! This is not I expected” • Wrong persona “Is this for people like me?” • Sensory overload (too much text, too much going on) • Looks irrelevant (meaningless headline) 28
- 28. Is this forme? Who are they trying to target? Is this for me? Who are they trying to target?
- 29. is this legit?isthis legit?
- 32. huh?? I’m not interestedin learning how to code huh?? I’m not interested in learning how to code
- 36. Repeatable human-centered innovation Whatdoes the app actually do? • It’s a tool to record voice over for powerpoint presentations • Target customers: sales person 37
- 37. Repeatable human-centered innovation Howto set it up • Upload a mock up • Create a question based on what you want to test • Choose who to target and how many • Launch and see results within minutes 38
- 38. Repeatable human-centered innovation Samplequestions • Describe this page in one word • What do you think about this page? • Who is the target audience for this product? • What does this site offer? • What can you do on this site? • If you were interested in what they offer, would you do business with them? 39
- 39. Repeatable human-centered innovationhttp://cocreate.consulting UNMODERATED USABILITY TESTING
- 40. Repeatable human-centered innovation Testhow user actually use your product • Tool: usertesting.com • How does it work: real users try to complete a task you assign them while thinking aloud recorded for you • Why do it: great way to get insights on how the users go through the steps of completing a task on your product 41
- 41. Repeatable human-centered innovation Samplerecording 42
- 42. Repeatable human-centered innovation Howto set it up • Put in url for the site you want to test • Provide context (you’re looking for…) • Describe the task that the users need to finish (step-by- step) • Choose who to target and how many • Launch and see results within a 43
- 43. Repeatable human-centered innovation Tips •Test with a colleague first • Order 1 test to test it before you put in the entire order • Could be an overkill (too expensive) for a short task 44
- 44. Repeatable human-centered innovationhttp://cocreate.consulting DO THEY KNOW WHERE TO CLICK?
- 45. Repeatable human-centered innovation Testyour CTA • Tool: usability hub’s click test • How does it work: ask users to click on part of the page to complete an action (i.e. subscribe, sign- up) • Why do it: find out if your CTA is clear 46
- 48. Repeatable human-centered innovation Howto set it up • Upload a mock up • Ask user to complete an action that leads to conversion • Choose who to target and how many • Launch and see results within minutes 49
- 49. Repeatable human-centered innovation Samplequestion format • Where would you click to [sign-up, purchase, log in, etc.]? 50
- 50. Repeatable human-centered innovationhttp://cocreate.consulting DO THEY HAVE ENOUGH INFO TO MAKE A DECISION?
- 51. Repeatable human-centered innovation Findout if there’s a missing info • Tool: usability hub’s question test • How does it work: ask users to answer questions while viewing your mock up • Why do it: find out what’s blocking users from making a decision (i.e. missing info, pricing, etc.) 52
- 55. Repeatable human-centered innovation Whatwould keep them from committing? • Missing info to make informed decision • Not convinced that the solution would solve their problem • Missing key feature • Cost too high • Don’t know how to take the next step • Unclear CTA 56
- 56. Repeatable human-centered innovation Potentialquestions that can block your visitors from committing (from their perspective) • What is it? • What problem does it solve? • What are the benefits? • How does it work? • Does it actually work? Do they have any proof? • How much does it cost? (for what I need) • What do I get for that? • Is there any pre-requisite to get started? (i.e. need developer’s help) • How do I get started? 57
- 57. Repeatable human-centered innovation Questions? 58 danny@cocreate.consultin g Twitter:@dsetia_1 STAY IN TOUCH
Editor's Notes
- #30 At this point we’re only looking at the stuff above the fold since we’re trying to identify the users’ immediate reaction
- #31 Let’s try this together: Who is this for?
- #32 Who is the target customer here? What do they offer the customers? Does it look scammy? If so, why?
- #33 who is this product for?
- #34 Make sure you take into account how our marketing effort prime the visitor (set their expectation). As you can see here, the visitor would expect to see “user experience”or “ux” to ensure him that he’s at the right place.
- #48 Here’s an example from a paywall: trying to answer the question if the user knows how to make a purchase. The question we asked was : “Where would you click to get access to the report?”
- #49 here’s the result in clicks and heat map of those clicks
- #58 If they answer any of these with “I don’t know”, there’s a good chance they would abandon