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Zig zag for website
1. Why Do They Zig When You Want Them to Zag on Your Website? Helping Clients Answer Questions to Provide Good Direction The Treistman Group – EyeTrackUX Conference June 2, 2010
2. Presentation Agenda Website perspective Revelations through observation, eye tracking and in-depth interviewing Influencers of user experiences Illustrations of zigs and zags Conclusions Rules of the road for websites and research The Treistman Group - EyeValue™
3. Websites are visited for fun, information, transactions, dialog… Use and dependency on websites increases They are a resource for marketing, brand relationships, ecommerce, education… IN DESIGNING AND TWEAKING WEBSITES, ORGANIZATIONS SHOULD REMEMBER… People who access the web have options Time on the internet is voluntary & finite Long-term benefits depend on short-term user experiences The Treistman Group - EyeValue™
4. Websites often neglect basics What happened to the tenets of attention, involvement and persuasion? Are we ignoring the lesson of KISS? Where do visitor expectations and site experiences intersect? How does this make a difference for usability research and insuring website effectiveness? The Treistman Group - EyeValue™ Research that examines website variables and user expectations creates dynamic outcomes
5. Website metrics often focus on limited perspectives Web analytics The Treistman Group - EyeValue™ Visitor satisfaction surveys But website effectiveness is multidimensional
6. There was a time eye tracking was a static phenomenon. I was there! The Treistman Group - EyeValue™
7. Now we can align interactive behavior, eye tracking and in-depth interviewing The Treistman Group - EyeValue™
8. EyeValue™ research framework… Context for realism and comfort Exercises based on website goals Observation assists flexibility of interview Eye tracking as historical record of experience In-depth interviewing for understanding Analysis to align all the measures Insights to enhance website experience…and meet corporate goals! The Treistman Group - EyeValue™
9. Research framework defined Comfort as in a chair, a desk and a mouse Exercises that are based on corporate goals, not bells and whistles Observation by a professional who views eye tracking behavior and interviews simultaneously Professional moderator who knows eye tracking and can adapt the discussion and methodology Historical record of eye tracking and interview Use both behavioral and attitudinal consumer reactions in the analysis Let the conclusions and recommendations be guided by the intent of the website from a corporate point of view, i.e. why the research was done The Treistman Group - EyeValue™
10. Zigs and Zags are influenced by… Reasons for visit User expectations Website design Content The Treistman Group - EyeValue™
11. Reasons for website visits vary and guide visitor expectations The Treistman Group - EyeValue™
12. Examining the impact of quests for: The Treistman Group - EyeValue™ Transactions Relaxation Information
14. Exercise to buy address labels: Avery 8663 at OfficeDepot.com The Treistman Group - EyeValue™
15. Example of transaction that requires work Two landing pages are not better than one You can see it; you hear about it The Treistman Group - EyeValue™
16. Exercise to buy address labels:Avery 8663 at Staples.com The Treistman Group - EyeValue™
17. Example of a transaction made easy Other observations about extra zigs and zags Add opportunity to improve the experience The Treistman Group - EyeValue™
18. Transaction zig zag conclusions Be self evident at the point of transaction Provide certainty upon responding to request Deliver the product visitors want Identify, describe and leave no doubt-inform One landing page is better than two Include product reviews The Treistman Group - EyeValue™ Make the purchase process a slam dunk
19. Transaction zig zag cont’d Know if video clips are welcomed or avoided Identify what added information is sought Explore motivation required to influence clicking onto links, tabs Unsuspecting visitors become irate when “attacked” with irrelevant messages, ads, etc. The Treistman Group - EyeValue™ Examine meaning of phrases; for example “More information…” has several meanings
22. Observing the role of menu bars and other navigation options The Treistman Group - EyeValue™ Paths of least resistance, with least solutions “Kitchens” vs. drop down menu
23. Observing the landing page experience as search begins… The Treistman Group - EyeValue™
24. Information zig zag conclusions Some menu bars and destinations overlooked Pop up commercials, ads need an “X” box Visitors want to be in control Identify which ad approaches are acceptable “Before and after” pictures are engaging Delivering information from general to specific is preferred Scrolling is rarely employed and content underneath bypassed The Treistman Group - EyeValue™ Video avoided for unknown content & time
29. Example of Zig Zag for sunglasses The Treistman Group - EyeValue™
30. Relaxation zig zag conclusions Surfing does not guarantee website/home page understanding or full examination Arrival at unrelated content leads to exit Search box use expected to lead to answer Home page return expected in one click Visitors often avoid videos - content & time Host site and sponsored links can compete The Treistman Group - EyeValue™ Several paths can be confusing/frustrating
31. Take into account objectives …make it win/win for all constituencies …corporate, website visitors Align content hierarchy with visitor needs …tell them what they want to know right away …what comes first, the chicken or the egg…or the farm? Expect to be on borrowed time …identify the potential time a visitor would allow …individual tolerance varies by need and expectations Avoid bells, whistles, and unwanted noise …where is this visit taking place? At home? At work? …engagement is about love, not the date from hell Rules of the Road- for the website & research The Treistman Group - EyeValue™
32. Rules of the Road, cont’d Consider who is responsible for development …align creativity, content and navigation …IT, graphic designers, marketing, content managers Examine visitor experience & expectations …understand how prospects function on the internet …wants, needs, “turn offs” Identify the competitive landscape …within the category …for the visitor’s time The Treistman Group - EyeValue™
33. Rules of the Road, cont’d Don’t hide messages, the critical links …they should be obvious …graphics can get in the way, designs are not always clear Use the simplest words and icons …say what you mean and mean what you say …clever can offset understanding Make navigation intuitive …lead visitors by the hand and the eye …make the path of least resistance your website’s path The Treistman Group - EyeValue™
34. Rules of the Road, cont’d Recruit the right respondent, defined as prospective or actual visitor Provide an appropriate location and context Pay attention to eye tracking, visceral and attitudinal reactions Don’t use short closed-end questions And above all engage professional senior moderators familiar with eye tracking The Treistman Group - EyeValue™
35. Align website goals and research Reasons for visit User expectations Website design Content The Treistman Group - EyeValue™ Make it a win/win for the user & the organization
