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Introduction to UX & CRO for startups
- 1. CRO for Startups Introduction to UX and CRO
- 2. Contents ● Who am I? ● What is CRO (hint: not SEO) ● Where to start ○ Website + Analytics ○ User research ● UX ○ User testing ○ User recordings ○ Heatmaps/eye-tracking ○ Surveys (on-page or email) ● Experimentation ○ A/B testing ○ Process
- 3. Who am I? Elise Maile: UX & CRO Consultant Over 6 years experience in UX & CRO, 15+ years in digital. Worked across multiple industries for brands like Thomas Cook, the British Heart Foundation and Pentland Group Blogs and speaks about UX & CRO. https://www.linkedin.com/in/elise-maile/ https://twitter.com/e_maile
- 4. What is CRO? CRO is not SEO SEO = driving traffic to your website CRO = Conversion Rate Optimisation; converting traffic already on your website. It’s a process used to improve user conversion through incremental improvements. Usually digitally (eg. website, e-mails) though the use of A/B, MVT or user testing, personalisation and a lot of research and analysis.
- 6. 1. Have a website 2.Add analytics tracking* *but make sure you’re tracking the right things
- 7. “If you can’t measure it, you can’t improve it” Google Analytics is free - you’ve no excuse not to be tracking your website performance. Track more than just page views or bounce rates. Observing user journeys & funnels, referrals and entry points, and track micro conversions (using ‘Event Tracking’ in GA) such as button clicks and form completions. Conversion can be anything - newsletter signups, purchases, funnel progression, app downloads, clicks on a button or link, etc.
- 8. What is user research? How does it help us? User research is essentially the process of learning as much as you can about who your users are and what motivates them so that you can design products that meet their needs. A well designed product enables a user to accomplish his goal efficiently and without confusion or disruption.* By collecting quantitative data (eg analytics, NPS score, A/B testing results) and qualitative data (survey results, user recordings, user testing) you can paint a full picture of what works for your customers and what does not. *The User Experience Team of One, Leah Buley
- 9. User Testing
- 10. Ask your user to perform an action on your website to identify problems with the user flow. What is intuitive to you might not be to them.
- 15. Qualitative Research Methods ● User Testing (in-person or remote) ● User recordings (guided and not) ● Heatmaps / eye-tracking ● Surveys (on-page or e-mails) Hotjar is one of the lowest priced tools to gather qualitative feedback from users
- 16. Experimentation
- 17. A/B testing; control vs variation; 50%/50% traffic split
- 18. Test more than just buttons ● Language, ● Form inputs & length ● Imagery vs videos ● New features
- 19. Research > Hypothesis > Prioritise > Build the test > QA & Run test > Analyse > Iterate Experimentation Process
- 20. Hypothesis What is the problem? What might solve it? Where will it run? (URL, device type) What are we tracking; what are the KPIs? If [we run this test] then [we will expect to see this] because [of this]
- 22. Statistically significant test results take time to reach. 4-6 weeks is average for ecommerce sites, longer when there is less traffic
- 23. Summary
- 24. UX & CRO techniques ● Analytics ● User Research: ○ User testing ○ User recordings ○ Heat maps/eye-tracking ○ Surveys ● Experimentation & A/B testing
Editor's Notes
- As Peter Drucker said 'if you can't measure it, you can't improve it'.
- User testing is a method of optimisation that focuses specifically on the design and user experience It is often performed at an earlier stage of website and product design. It’s a great way to discover problems with your website as what you think is intuitive might not be for your users. The earlier you spot these sticking points the less expensive it’s going to be to fix them.
- Generally, User testing is performed in person with a potential client or user. You should ask your user to perform certain actions or look for information on your website depending on what you want to learn about your website. Then, watch them and ask them questions in order to understand their mindset, but, do not direct them. You’ll likely require fewer than 10 users to perform user testing. Generally patterns of behaviour or problems are spotted within the first 4 to 7 users. You also shouldn’t require longer than 30-45 minutes per user. As a result, user testing is considered a time and cost effective method of identifying problems with a website.
- User testing can also be done remotely. Online services exist which can recruit users based on your criteria and encourage participants to speak aloud about their thinking and motivations whilst they perform the requested actions. However, face-to-face user testing is often more effective since you have the opportunity to ask questions and put your participants mind at ease reminding them that there are no wrong answers. I’ll be available for the remainder of this session to do user testing on your website.
- Heatmaps & user recordings User recordings are unguided recordings of users using your website. You don’t give them a task, and you do not record their voice or face, just their actions on the site, what they click on, where they scroll, what pages they visit, where they hoover their mouse. Heatmaps do something similar, but they consolidate lots of sessions into one picture, like this one. Qualitative data can help you understand the WHY when your analytics data might not be making sense. For example, at a previous job we couldn’t understand why we had a huge number of users landing on an account creation page, but a very low number of users creating an account. After watching some user recordings, we realised it was because many users were going there to try and login or reset their password. It meant we could run an A/B test to make the login and password reset buttons more visible which in turn improved the number of successful logins and reduced the number of errors on the account creation page. We wouldnt have learnt about that if we hadnt watched the user recordings.
- On page surveys / exit surveys Ask users if they found what they were looking for, or why they’re leaving your site if they show a move to exit. If it’s because users couldn’t find the information they required then you can work towards adding that information on the webpage or improving navigation on the website. These are some examples of some on-page surveys. The companies can use the information gathered to improve the content theyre offering to their users Surveys sent via email to users already engaged have a slightly higher completion rate, and you can usually ask more questions, but their website experience may no longer be fresh in their mind.
- Qualitative research is a valuable part of CRO and UX design. It can and should be collected at any point during your digital lifecycle. You can learn a lot in a relatively short space of time and is probably going to be one of the most effective methods of CRO you can do as both a startup. Next, I want to touch on A/B testing
- This is the most common method of CRO employed by ecommerce businesses.
- It is essentially comparing one element against another. For example, someone might suggest that the colour black used here by the V&A is not engaging enough as a button colour. It kind of hides in the background. But maybe, if we changed it to a contrasting colour such as the coral pink used on the logo, it would make the button stand out more and more users would click it. A/B testing allows you to direct half of your traffic to a coral button and half your traffic to the original grey button and then track behaviour and collect data to prove whether the coral or the grey converts higher.
- Fake door tests
- This is an example of a WYSIWYG editor. This is the free Google Optimize platform and allows users to test their website for free. Its a little limited but you can see how easy the WYSIWYG interface is to select elements on a page and change them without needing to know how to code. The majority of testing tools offer this kind of interface.
- In order to reach statistically significant results you must expose the A/B test to a large volume of users or make a dramatic enough change to see a huge uplift in conversion. Startups usually lack that level of traffic. But, don’t let this stop you testing. After a month or two you may notice an obvious upward or downward trend, which might be enough to make a decision, even with the risk of false positive or false negative. It is generally recommended that an A/B test should run for a minimum of 2 weeks, but more commonly they run for 4-6 weeks. This is because every business sees trends in trading over the course of a week and 2 weeks means you can average out any peaks or troughs in trading.
- So these are what we covered today. Make sure you have analytics tracking on your website so you can measure your conversion. Track what is important to your business, not just page views. Do qualitative research: user testing, heatmapping, surveys and user recordings. As startups, this is going to be the easiest way for you to gather data in order to optimise your website. You need fewer participants and the insights will be really valuable. And lastly, A/B testing. Perhaps not something to start doing today, but worth considering as your company grows and you need to optimise smaller changes on your website.
- One-on-one user testing with the teams.