shurgard eyetracking
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Shurgard Eye Tracking Case
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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 ?
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1. ABOUT LBI
linkedin.com/in/jonathanbillen
Jonathan Billen InformaJon Architect Usability Expert LBi Brussels ONE Agency Netlash Agency.com
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A global marketing and technology agency, blending strategic, creative, media and technical expertise to create business value.
Who we are
Where we are
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PE
OP
LE B
RA
ND
S
Our blended services
2. THE CLIENT
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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
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Old web process
Select a loca*on Complete a form Price indica*on by phone
Fullfillment of the contract
MAP FORM PHONE CALL AT THE STORE
New web process
Indicate loca*on Select store and unit size
Simple form No payment
Fullfillment of the contract
HOMEPAGE SEARCH RESULT RESERVATION AT THE STORE
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New web process
3. FIRST ASSESSMENT
ON SITE PERFORMANCE
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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
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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
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4. METHODOLOGY FOR THE EYE TRACKING TEST
• TesJng on shurgard.co.uk • Eye tracking test in usability lab of LBi London
• Data gathering: • Eye tracking gaze plot • Video data • QualitaJve observa*ons
Gaze plot
Usability lab LBi London
User test with eye tracking
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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
Profiles of the test users
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
ConducJng the test
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5. THE TEST ITSELF
HOMEPAGE
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Key quesJon:
How fluently do users find the entry point for making a reservaJon?
2 / 5 respondents showed difficul*es to get started. One was assisted amer 48 sec
First observaJons
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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.
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First observaJons
First 3 seconds of a respondent that found and understood the homepage immediately
• 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
AlternaJve scenario
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Homepage 1 Homepage 2
AlternaJve scenario
ObservaJons -‐ alternaJve
First 5 sec on the homepage: the respondent started typing amer 5,8 seconds.
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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 »
ü NoJced by 3/5 respondents
ü Label not well understood
ü 20 – 30 seconds to entry point
« Start here »
ü NoJced and understood by all
ü Label is clear and acJonable
ü Within 7 sec
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• "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
RecommendaJon
SEARCH RESULT PAGE
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Key quesJons:
• How to structure SERP page best ? • Check boxes or slider ? • How to improve call-‐back
funcJonality ?
Setup
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Five variations
SERP 1
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SERP 2
SERP 3
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SERP 4
SERP 5
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Confirming the selecJon AM I ON THE RIGHT PLACE ?
The first thing all users did was checking whether they had entered the right keyword on the homepage.
ObservaJon
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Users need some confirma*on on their former made ac*on in order to mentally be able to go to the next step.
ObservaJon
Finding the right product CHECKBOX, SLIDER, RESULTS
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• 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
?
Check box or slider ?
• 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
ObservaJon: check box
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• Usage of the slider is unclear.
• Is it used to refine the search results?
ObservaJon: slider
Checkboxes
ü Fluently noJced
ü Well understood
ü No funcJonal difficulJes
Slider
ü Fluently noJced
ü Not well understood
ü User ‘wonders’ about the funcJoning.
ü Users try to put the marker in between two metrics
Results
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• 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
RecommendaJon
Calling for assistance CALL-BACK FUNCTION
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Call back funcJonality was visually ignored.
SERP 1
SERP 2
Call back funcJonality was noJced very well
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SERP 3
Call back funcJonality was not noJced very well.
SERP 4
Call back funcJonality was noJced but with less acenJon
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SERP 5
Call back funcJonality was noJces but only received a licle acenJon
The best visible placement of the call-‐back funcJon:
• between the "refine search" funcJon and "search results »
• in the visual context
RecommendaJon
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Extra: making a descision SIZE ESTIMATOR
• 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.
ObservaJon
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• 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.
RecommendaJon
6. RESULTS
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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
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7. WHAT TO REMEMBER
1. User-‐centered design process
PrevenJon cost
CorrecJon cost
Failure cost
Coding is long… Design is short… Paper is cheap…
Validate investments via user tesJng
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linkedin.com/in/jonathanbillen
jonathan.billen@lbi.com
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