This document discusses usability testing and its benefits. It notes that usability testing reveals why people leave websites, ignore ads, or abandon carts. It provides 5 usability guidelines: 1) ensure the home page conveys key information, 2) make the returns policy easy to find and understand, 3) optimize registration processes, 4) make contact methods clear, and 5) embrace mobile users. Usability testing provides insights into conversions by having users complete tasks and hear their thoughts. It leads to double digit improvements in conversions.

1. whatusersdo
Screen Pages’ Client Event
27th September 2012
Lee Duddell
#screenpages @whatusersdo

2. So far…
• Content… what you say
• Search… how they find you
• Marketing… getting them to your site
• Fulfillment… getting product to them
• Analytics… what happens on your site
This session is about the “WHY”
#screenpages @whatusersdo

3. We are…
• Europe’s leading user insight and testing service
• Capture ‘User Experience’ in videos (with users’
voice)
• Mobile and Fixed Web tests (and both)
#screenpages @whatusersdo

4. Why…
• People leave your website for a competitor’s
• Your Home Page bounce rate is up
• One landing page works better than another
• People ignore your PPC ads
• Your cart abandonment is so high
Usability testing reveals the “WHY”
#screenpages @whatusersdo

5. Usability testing …
• Watch users
• Completing tasks
• Hear what they think
#screenpages @whatusersdo

6. 5 Usability Guidelines
1. Get your Home Page working
2. Check that Returns Policy
3. Optimise the registration process
4. Make you contact mechanism clear
5. Embrace the mobile user
#screenpages @whatusersdo

7. 1. Home Page
MUST CONVEY:
- Who you are?
- Why you’re special?
- Where to start?
IN COPY NOT JUST IMAGERY
#screenpages @whatusersdo

8. #screenpages @whatusersdo

9. #screenpages @whatusersdo

10. 2. Returns Policy
MUST BE:
- Easy to find from any page
- Clear and concise
- Accessible for all – written by Marketing or a
Lawyer?
RETURNS IS A CONVERSION TOOL
#screenpages @whatusersdo

11. #screenpages @whatusersdo

12. 3. Registration Process
Do you really need to enforce it?
USERS EXPECT GUEST REGISTRATION
#screenpages @whatusersdo

13. 4. Telephone number?
Make you contact number prominent
Explain why you don’t have a contact number
THERE ARE PEOPLE BEHIND YOUR
WEBSITE
#screenpages @whatusersdo

14. #screenpages @whatusersdo

15. 5. Mobile
Do as little as you can for Tablets (e.g. remove flash)
Do more for Smartphones, if Analytics justifies the
effort
USERS RESEARCH ON PHONES
#screenpages @whatusersdo

16. #screenpages @whatusersdo

17. #screenpages @whatusersdo

18. Usability testing…
Answers Why?
Leads to double digit conversion
improvement
#screenpages @whatusersdo

19. Getting started…
#screenpages @whatusersdo

20. Getting started…
planni
ng
concep
live
t
protot
prelive
ype
Plan in testing Define the test
Select the panellists Choose the devices
Session Prioritised Easily identifiable
playback videos research insights quick wins
#screenpages @whatusersdo

21. We are…
• Europe’s leading user insight and testing service
• Capture User Experience in videos (with users’ voice)
• Mobile and Fixed Web tests (and both)
#screenpages @whatusersdo

22. Thank you…
“I would like to apologise for not being able to
accomplish the tasks, no matter how hard I tried.”
“I actually found the site very easy to use.”
“Perhaps the online community could be made into a mobile
site too. However, everything else is pretty straightforward
and easy on the eye, and easy to browse.”
#screenpages @whatusersdo