case Shuregard: weboptimalisatie door LBi Brussels via eyetracking, gepresenteerd op het DM Update seminar van het DM Institute

1. Shurgard
Eye
Tracking
Case
Website
op*misa*on
through
eye
tracking
Agenda
1. About
me.
About
LBi.
2. About
Shurgard.
3. First
assessment
of
site
performance.
4. Methodology
for
the
eye
tracking
test.
5. The
eye
tracking
test
itself.
6. The
results.
7. What
to
remember
?
1

2. Shurgard
Eye
Tracking
Case
1.
ABOUT
LBI
Jonathan
Billen
InformaJon
Architect
Usability
Expert
LBi
Brussels
ONE
Agency
Netlash
Agency.com
linkedin.com/in/jonathanbillen
2

3. Shurgard
Eye
Tracking
Case
Who we are
A global marketing and technology
agency, blending strategic, creative,
media and technical expertise to create
business value.
Where we are
3

4. Shurgard
Eye
Tracking
Case
Our blended services
BRANDS
PEOPLE
2.
THE
CLIENT
4

5. Shurgard
Eye
Tracking
Case
Who
is
Shurgard
?
« AcJve
in
Europe
since
1995
« OperaJng
in
7
European
countries
from
Brussels
HQ
« RenJng
out
storage
space
to
private
users
(70%)
and
business
users
(30%)
« AcJve
on
the
internet
since
1999
« Web
is
primary
lead-­‐generaJon
channel
since
2004
Consumer
percepJon
• Low
brand
/
product
awareness
• Need
driven
product
• Proximity
is
important
• Wide
compe**on
range
• Price
range
not
in
balance
with
expectaJons
5

6. Shurgard
Eye
Tracking
Case
Old
web
process
MAP
FORM
PHONE
CALL
AT
THE
STORE
Select
a
loca*on
Complete
a
form
Price
indica*on
Fullfillment
of
by
phone
the
contract
New
web
process
HOMEPAGE
SEARCH
RESULT
RESERVATION
AT
THE
STORE
Indicate
loca*on
Select
store
Simple
form
Fullfillment
of
and
unit
size
No
payment
the
contract
6

7. Shurgard
Eye
Tracking
Case
New
web
process
3.
FIRST
ASSESSMENT
O N
S I T E
P E R F O R M A N C E
7

8. Shurgard
Eye
Tracking
Case
Users
point
out
the
first
issues
• User
tes*ng
in
collaboraJon
with
Humix
• Think
aloud
method
• First
usability
problems
idenJfied
• First
quick
fix
proposed
• In-­‐depth
tesJng
to
understand
“why
?”
• TesJng
of
soluJons
Issue
on
the
homepage
3
out
of
6
end
users
did
not
find
this
entry
point
8

9. Shurgard
Eye
Tracking
Case
Issue
on
the
Search
Result
Page
End
users
don’t
see
the
link
to
the
size
esJmator.
End
users
hardly
noJce
the
search
refine
parameters
End
users
did
not
understand
this
was
the
bucon
to
the
next
step
First
improvement
9

10. Shurgard
Eye
Tracking
Case
4.
METHODOLOGY
F O R
T H E
E Y E
T R A C K I N G
T E S T
User
test
with
eye
tracking
•
TesJng
on
shurgard.co.uk
•
Eye
tracking
test
in
usability
lab
of
LBi
London
•
Data
gathering:
Gaze
plot
• Eye
tracking
gaze
plot
• Video
data
• QualitaJve
observa*ons
Usability
lab
LBi
London
10

11. Shurgard
Eye
Tracking
Case
Profiles
of
the
test
users
10
profiles
recruited
by
an
external
agency
•
5
men
and
5
woman
•
Between
31
and
51
years
old
•
At
least
5
have
experience
with
self-­‐storage
•
Are
familiar
with
the
internet
•
Good
mix
in
financial
situa*on
ConducJng
the
test
1. Pre
quesJonnaire
• Check
whether
person
fits
the
profile
• Discuss
storage
and
computer
experience
2. ExecuJon
of
customer
journeys
with
eye
tracking
• Tasks
in
the
form
of
customer
journeys
• 5
different
prototypes
for
the
SERP
3. Post
quesJonnaire
• Reflect
on
the
excecuted
task
11

12. Shurgard
Eye
Tracking
Case
5.
THE
TEST
ITSELF
HOMEPAGE
12

13. Shurgard
Eye
Tracking
Case
Key
quesJon:
How
fluently
do
users
find
the
entry
point
for
making
a
reservaJon?
First
observaJons
2
/
5
respondents
showed
difficul*es
to
get
started.
One
was
assisted
amer
48
sec
13

14. Shurgard
Eye
Tracking
Case
First
observaJons
It
took
one
respondent
28
sec
to
find
and
understand
the
starJng
point
and
click
to
get
started
First
observaJons
User
saw
input
field
amer
3
sec
but
it
took
him
eventually
30
sec
to
understand
this
was
the
starJng
point.
14

15. Shurgard
Eye
Tracking
Case
First
observaJons
First
3
seconds
of
a
respondent
that
found
and
understood
the
homepage
immediately
AlternaJve
scenario
•
Overnight
the
copy
above
the
input
field
was
changed
into
a
simple
instrucJon.
•
From
«Find
your
store
and
reserve
your
unit
»
•
Into
a
simple
«Start
Here
!»
•
An
arrow
was
added
on
the
CTA
bucon
•
Two
respondents
on
day
2
used
new
homepage
15

16. Shurgard
Eye
Tracking
Case
AlternaJve
scenario
Homepage
1
Homepage
2
ObservaJons
-­‐
alternaJve
First
5
sec
on
the
homepage:
the
respondent
started
typing
amer
5,8
seconds.
16

17. Shurgard
Eye
Tracking
Case
ObservaJons
-­‐
alternaJve
First
5
sec
on
the
homepage:
the
respondent
started
typing
amer
4,8
seconds
Results
«
Find
your
store
and
reserve
your
unit
now
»
«
Start
here
»
ü NoJced
by
3/5
respondents
ü NoJced
and
understood
by
all
ü Label
not
well
understood
ü Label
is
clear
and
acJonable
ü 20
–
30
seconds
to
entry
point
ü Within
7
sec
17

18. Shurgard
Eye
Tracking
Case
RecommendaJon
• "Start
Here!"
instrucJon:
users
needed
significantly
less
Jme
to
find
and
understand
the
entry
point
compared
to
"Find
your
store
and
reserve
your
unit".
• Less
memory
load.
More
Jme
to
concentrate
on
real
task.
• Change
the
label
into
a
short
and
clear
instrucJon
SEARCH
RESULT
PAGE
18

19. Shurgard
Eye
Tracking
Case
Key
quesJons:
• How
to
structure
SERP
page
best
?
• Check
boxes
or
slider
?
• How
to
improve
call-­‐back
funcJonality
?
Setup
19

20. Shurgard
Eye
Tracking
Case
Five variations
SERP
1
20

21. Shurgard
Eye
Tracking
Case
SERP
2
SERP
3
21

22. Shurgard
Eye
Tracking
Case
SERP
4
SERP
5
22

23. Shurgard
Eye
Tracking
Case
Confirming
the
selecJon
AM I ON THE RIGHT PLACE ?
ObservaJon
The
first
thing
all
users
did
was
checking
whether
they
had
entered
the
right
keyword
on
the
homepage.
23

24. Shurgard
Eye
Tracking
Case
ObservaJon
Users
need
some
confirma*on
on
their
former
made
ac*on
in
order
to
mentally
be
able
to
go
to
the
next
step.
Finding
the
right
product
CHECKBOX, SLIDER, RESULTS
24

25. Shurgard
Eye
Tracking
Case
Check
box
or
slider
?
• The
version
with
checkboxes
was
tested
8
*mes
with
4
different
users
•
The
slider
was
tested
20
*mes.
All
10
test
users
used
the
sliders
?
ObservaJon:
check
box
• All
users
seem
familiar
with
the
usage
of
checkboxes
• Users
fluently
began
to
research
the
list
with
unit
sizes
and
refine
their
search
results
First
3
seconds
on
SERP
1.
First
16
seconds
on
SERP
1
25

26. Shurgard
Eye
Tracking
Case
ObservaJon:
slider
• Usage
of
the
slider
is
unclear.
• Is
it
used
to
refine
the
search
results?
Results
Checkboxes
Slider
ü Fluently
noJced
ü Fluently
noJced
ü Well
understood
ü Not
well
understood
ü No
funcJonal
difficulJes
ü User
‘wonders’
about
the
funcJoning.
ü Users
try
to
put
the
marker
in
between
two
metrics
26

27. Shurgard
Eye
Tracking
Case
RecommendaJon
• Use the checkboxes: users are more familiar
with them.
• No memory load needed to ‘wonder’ about
how it would work.
• Better accessibility for touch based devices
Calling
for
assistance
CALL-BACK FUNCTION
27

28. Shurgard
Eye
Tracking
Case
SERP
1
Call
back
funcJonality
was
visually
ignored.
SERP
2
Call
back
funcJonality
was
noJced
very
well
28

29. Shurgard
Eye
Tracking
Case
SERP
3
Call
back
funcJonality
was
not
noJced
very
well.
SERP
4
Call
back
funcJonality
was
noJced
but
with
less
acenJon
29

30. Shurgard
Eye
Tracking
Case
SERP
5
Call
back
funcJonality
was
noJces
but
only
received
a
licle
acenJon
RecommendaJon
The
best
visible
placement
of
the
call-­‐back
funcJon:
• between
the
"refine
search"
funcJon
and
"search
results
»
• in
the
visual
context
30

31. Shurgard
Eye
Tracking
Case
Extra:
making
a
descision
SIZE ESTIMATOR
ObservaJon
• Women
were
less
likely
to
choose
a
unit
size
without
calling
the
call
center
first.
• Some
users
don’t
want
to
look
further
at
all:
they
wish
to
speak
to
a
professional.
• Without
the
confirma*on
and
*ps,
they
are
not
likely
to
make
a
reservaJon
online.
31

32. Shurgard
Eye
Tracking
Case
RecommendaJon
• Whether
users
contact
a
call
center
depends
strongly
on
their
personality.
• Lower
anxiety
as
much
as
possible
by:
• Not
hiding
the
call
back
funcJon
• Announcing
a
kind
of
guarantee
that
if
the
unit
size
would
not
fit
their
need
they
can
always
change
it.
6.
RESULTS
32

33. Shurgard
Eye
Tracking
Case
Results
+30%
click-­‐through
from
home
to
the
SERP
+5%
click-­‐through
to
the
reservaJon
page
+2%
actual
reservaJons
Next
steps
• Expert
review
of
reservaJon
page
• ImplementaJon
and
A/B
test
33

34. Shurgard
Eye
Tracking
Case
7.
WHAT
TO
REMEMBER
Validate
investments
process
tesJng
1.
User-­‐centered
design
via
user
Coding
is
long…
Design
is
short…
Paper
is
cheap…
PrevenJon
cost
CorrecJon
cost
Failure
cost
34

35. Shurgard
Eye
Tracking
Case
linkedin.com/in/jonathanbillen
jonathan.billen@lbi.com
35