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Insivia Seminar Series: Usability & User Interface
This document discusses various usability principles for user interfaces and websites. It provides tips to improve conversion rates such as using compelling images and clear calls to action. It also discusses design principles like ensuring easy navigation and speed of a website. The document recommends testing design variations through A/B and multivariate testing to determine optimal configurations. It emphasizes the importance of usability and understandability for users who typically scan pages rather than read thoroughly.
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Insivia Seminar Series: Usability & User Interface
- 1. Usability & UserInterface
- 3. “A brand isno longer what we tell the consumer it is – it is what consumers tell each other it is.” – Scott Cook, Founder of Intuit
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- 5. If they can’tuse it..….people will leave.
- 6. Increase the numberof people who buy, call, fill out contact form, subscribe, follow, share, return visit, recommend, or whatever your goal is. Number of Completions Number of Visitors = Conversion
- 8. Bounce Rate If yourbounce rate is high, then your landing page is likely irrelevant to your visitors and as a result, conversions are likely to be lower.
- 9. Overall Design People dojudge a book by its cover and it’s no different for a website.
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- 11. Navigation You shouldn’t haveto tell your viewers where to click for more information.
- 12. Confirmation Message Improved conversionrate from 25.3% to 47.8%
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- 17. Nielson’s Usability StudyShows that 79% of web users scan rather than read
- 18. Promotional writing (controlcondition) using the "marketese" found on many commercial websites Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446). Control
- 19. Concise text with abouthalf the word count as the control condition In 1996, six of the best-attended attractions in Nebraska were Fort Robinson State Park, Scotts Bluff National Monument, Arbor Lodge State Historical Park & Museum, Carhenge, Stuhr Museum of the Prairie Pioneer, and Buffalo Bill Ranch State Historical Park. Usability Improvement: 58%
- 20. Scannable layout using thesame text as the control condition in a layout that facilitated scanning Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were: Fort Robinson State Park (355,000 visitors) • Scotts Bluff National Monument (132,166) • Arbor Lodge State Historical Park & Museum (100,000) • Carhenge (86,598) • Stuhr Museum of the Prairie Pioneer (60,002) • Buffalo Bill Ranch State Historical Park (28,446). Usability Improvement: 47%
- 21. Objective language using neutralrather than subjective, boastful, or exaggerated language (otherwise the same as the control condition) Nebraska has several attractions. In 1996, some of the most- visited places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446). Usability Improvement: 27%
- 22. Combined version using allthree improvements in writing style together: concise, scannable, and objective In 1996, six of the most-visited places in Nebraska were: Fort Robinson State Park • Scotts Bluff National Monument • Arbor Lodge State Historical Park & Museum • Carhenge • Stuhr Museum of the Prairie Pioneer • Buffalo Bill Ranch State Historical Park Usability Improvement: 124%
- 23. Stock vs. Authentic A34% increase in memory retention
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- 25. Eye-tracking heat mapof a baby looking directly at us.
- 26. Eye-tracking heat mapof a baby looking at the text.
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- 32. IMAGES 48% more conversionsas compared to generic icon.
- 33. HEADLINES 30% more sign-upsthan the original “Start a Highrise Account.”
- 34. ACTION TEXT 173% Increasein Conversions
- 35. BUTTONS 28% more conversionwith “It’s Free” 34% simply by changing the color
- 36. NUMBER OF STEPS 22%Higher Conversion on Single Page Checkout
- 37. FORM LAYOUTS Lots offactors can increase conversion.
- 38. WRONG INDICATORS 400% ConversionIncrease without Secure Icon.
- 39. RIGHT INDICATORS At TheRight Time
- 40. LIMITING ACTIONS Lots offactors can increase conversion.
- 41. FINDABILITY First Rule InE-Commerce.
- 42. A/B + MULTIVARIETTESTING
- 43. TEST GROUPS What’s TheRight Number of Users
- 44. TIMING Limited time offer. LAYOUT Placement,Spacing, etc. MESSAGING Make it more valuable. ACTIONS Text, layout, look. TESTS What To Test NAVIGATION Text, layout, look, features. DESIGN Overall look, colors, etc. IMAGES Type, location, size. EVERYTHING Your site is unique.
- 45. TOOLS Where To Start USEIT.COM Greatarticles. ABTESTS.COM Tons of examples. OPTIMIZLY.COM Online SAAS. GOOGLE CONTENT EXPERIEMENTS Analytics integrated. FIVESECONDTEST.COM Simple tool. INSIVIA Hey, had to add us.
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- 47. Stay Connected: UpcomingSeminar: Social Media August 29th, 2013 QA
Editor's Notes
- #13 Bad MesagingGoal of the Page: The conversion goal for this test was a click on their pricing plan.Version A - 25.3% Conversion RateBusinesses grow faster online! (original)
- #15 Pingdom.com
- #18 F-PatternStudies show that users really do judge a website by its design. Elements such as layout, consistency, typography, color and style all affect how users perceive your website and what kind of image you project.
- #25 According to a Skyword study, articles that contain at least one image cab see an average of 70% more page views.
- #28 Design/Layout – Using a new layout with screenshot call outsVersion A - BaselineThe control page.Version B - 85.0% ImprovementRequires less clicking by showing all screenshots as nice, large thumbnails. Freshens up the design of the page (having handwriting-type captions). Strengthens the call to action with a prominently placed testimonial at the very top.Big TakeawayScreenshot call-outs with strengthened value-propositions strongly increased conversions.
- #29 Design/LayoutVersion B - 85.0% ImprovementRequires less clicking by showing all screenshots as nice, large thumbnails. Freshens up the design of the page (having handwriting-type captions). Strengthens the call to action with a prominently placed testimonial at the very top.Big TakeawayScreenshot call-outs with strengthened value-propositions strongly increased conversions.
- #30 Design/LayoutGoal of the Page: Enter email + join the site.Version A - 0.3% Conversion RateThis is the page I used for about 11 months. Mostly everything is different from this original page compared to Version B. It converted at 1:300 from a steady source of traffic.
- #31 Good use of whitespace and margins increases comprehension by 20% - NeilsonGoal of the Page: Enter email + join the site.Version B - 1% Conversion RateMuch more white space, less text up top, and more content (longer page ad copy compared to Version A). It also doesn't mention price on this page. It converts at 1:100 now. A 200% increase in conversions.
- #33 IMAGESFor e-commerce, use of photos of people increase trustworthiness.
- #34 KEY MESSAGES“30-Day Free Trial on All Accounts” generated 30% more sign-ups than the original “Start a Highrise Account.”
- #35 “You Should Follow Me on Twitter Here” (Dustin Curtis)This much-hyped split-test involved testing multiple versions of a call to action for Twitter followers. Dustin found that “You should follow me on Twitter here” worked 173% better than his control text, “I’m on Twitter.”
- #36 Two Magical Words Increased Conversion Rate by 28%The words “It’s free” increased the clicks on this sign-up button by 28%, illustrating the importance of testing call-to-action buttons and how minor changes can have surprisingly major results.
- #37 Interesting thing is, this is not always the case. Multi step processes can be shown to increase conversion too when customers want confirmation about their order. This worked because all order details stayed on the page.
- #38 Labels on top are fast, but labels on left increase comprehensionIndicators of successNaming Conventions – Generic ‘Submit’ can be bad
- #39 Goal of the Page: Visitors click on "Use Coupon."Version A - BaselineBaseline variation.
- #40 Goal of the Page: Visitors click on "Use Coupon."Version A - BaselineBaseline variation.
- #41 Limiting the number of actions on a page can significantly increase conversions.This is smart for landing pages and why you often see navigation removed.
- #42 Design/LayoutVersion B - 34.0% ImprovementThey replaced the promotional right sidebar by a left navigation bar that did not have the heavy focus on single visual elements. Note that all subcategory pages are neatly displayed in left navigation bar and it is much more intuitive to browse around different pages on the ecommerce store.Big TakeawayA homepage with a better-designed sidebar increased the number of items added to carts.
- #44 Nielsen’s study revealed that just five users would reveal about 85% of all problems with your website.
- #45 An A/B test is a process through which you provide different versions of a medium to statistically significant groups of users, and then measure their reactions to those versions in order to understand which is more effective at driving the behavior you prefer.