The document discusses the importance of improving websites by prioritizing user experience and usability over mere functionality. It emphasizes the need for continuous testing and analysis of websites to ensure they meet user needs and achieve intended goals. Various methods of testing, such as A/B testing and usability testing, are highlighted as essential tools for understanding user behavior and improving website performance.

1. Gaining Insight for Website ImprovementDennis Deacondeconspray@gmail.com

2. Dennis Deacon17+ yr Web Professional

3. Web Designer / Developer

4. Web Marketer / User Experience SpecialistUser Experience / Web Site Goals = My Passiondennisdeacon.comdeconspray@gmail.com

5. PASSION

6. My goal …Stop thinking of websites as destinations

7. Start thinking of them as solutions to solving problems

8. Make you think, laugh

9. Walk away with motivation, inspiration to take action.STOP!Presentation & resources discussed available online at bit.ly/oVEYrt

10. 5 Dubya'sWHO

11. WHY

12. WHEN

13. WHAT

14. HOWQuestions…How many own websites?

15. Happy with the results?

16. Meeting intended goals?Questions…How many design / develop websites for clients?

17. Know their website’s goals?

18. Are they successful?

19. Do you care?Frankly my dear …I don’t give a damn!(about website visitors)

20. Build it, and…

21. …they MAY not come.

22. WHY?Test?Analyze?Improve?

24. Usabilityvs. User Experience

25. UsabilityOnce key to creating successful websites

26. Many sites now “get” usability

27. Somewhat assumed, expectedUser ExperienceSpin-off from usability.

28. Focus not on can they …… focus now on will theyUsabilityThe ability to use something

29. Requires little mental effort

30. Few mistakes , easily recoverable

31. Can do more, faster

32. Learnable, intuitiveUser ExperienceThe desire to use something

33. Create happiness, good feeling about using somethingJared Spool — User Interface Engineering

34. Jared Spool — User Interface EngineeringUsability Customer visits a large electronic retailer’s website looking for a digital camera.

35. Quickly finds the desired camera, puts it in the cart, and pays for it using the same day option to pick it up at the storeUser ExperienceCustomer arrives at store and after being unable to locate where to pick up online purchases, goes to the customer service desk

36. After 10-minute wait, is told in the wrong place, needs to find another desk labeled “Online Receiving.”

37. Clerk who can’t wait for shift to end, sighs & says camera is out of stock.

38. Can buy a different camera, but needs to call 800 number to credit her original online purchase.

39. She ends up leaving the store without a camera and a charge on her credit card she needs to resolve. Noodle RestaurantOriginally saw restaurant mentioned on WTTW’s Check Please!

40. Looked good … had to go.

41. Visited restaurant, looking for carry out.

42. Looked for a menu, was told no carry out menu, go online.

43. Looked up restaurant’s website to view menu.

44. Website in Flash, Blackberry phone (early 2010), cannot view menu.

45. Left, never to return.User ExperienceUsability

47. Do you really know your web site’s audience?What they’re looking for?

48. What they’re trying to do?

49. Their wants, needs, desires?Don’t Test … unless you plan to actJUSTDOIT

50. WHENNow

51. Tomorrow

52. Continually (forever)WHATLanding Pages“…a single web page that appears in response to clicking on an advertisement.”— Wikipedia

53. WHATLanding Pages“Any page that acts as an entrance / first impression to your content / web site / product.”— Dennis Deacon

55. HOWWeb Site Analytics

56. Heatmaps

57. Scrollmaps

58. A/B Split Testing / Multi-Variant

59. Memory / Click Tests

60. Usability TestingDifferencesQualitativeQuantitativeWeb Analytics

61. Usability Testing

62. A/B Split Testing

63. Heatmaps

64. Scrollmaps

65. Memory TestsPersonal – DetailsHigh Level – Big Picture

66. Web Site AnalyticsCan highlight what & where

67. Cannot answer why

68. Cannot provide solutionsGeneral MetricsCan highlight what & where

69. Cannot answer why