little things mean a lot - the importance of usability testing
DESCRIPTION
Usability testing is the only way to optimize a website for conversion efficiency, which leads directly to an increase in lead generation and/or sales.TRANSCRIPT
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LITTLE THINGS MEAN A LOT
JUNE 3, 2014
THE IMPORTANCE OF USABILITY TESTING
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ABOUT TOP FLOOR
TOP FLOOR MAINTAINS DEDICATED TEAMS: !• MARKETING STRATEGY • DIGITAL DESIGN • DIGITAL DEVELOPMENT • INTERNET MARKETING • SEARCH AND ANALYTICS • CONVERSION OPTIMIZATION • BRANDING • INTEGRATED MARKETING SERVICES
14 YEARS OF DELIVERING DIGITAL MARKETING RESULTS
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ABOUT ME
PHOTO (329W X 357H)
• 20 YEARS DIGITAL MARKETING EXPERIENCE
• HUNDREDS OF WEBSITE DESIGNS
• MAJOR GLOBAL BRAND EXPERIENCE
• FEATURED NATIONALLY AS SPEAKER
• UX DESIGN AND OPTIMIZATION FOR LARGE, GLOBAL BRANDS SUCH AT THE GAP, SONY, BOMBAY COMPANY, FARMERS INSURANCE, NORTHWESTERN MUTUAL, GE HEALTHCARE, MOTOROLA, HONEYWELL AND MANY OTHERS.
CLAY KONNORDIRECTOR OF DIGITAL DESIGN
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ABOUT YOU
• B2B?
• B2C?
• E-COMMERCE?
• ANY UX TESTING EXPERIENCE?
A SHOW OF HANDS PLEASE
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USABILITY
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“Usability • making sure that something works well: that a person of average (or even below average) ability and experience can use the thing – whether it’s a website,
a fighter jet, or a revolving door – for its intended purpose without getting hopelessly frustrated”
!- Steve Krug, Author
USABILITY
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USABILITY
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22
35
26
17 18
29
2224
1313
2120
2007 2010 2012
Ease of conversion
Ease of use(usability)
Security andconfidence
Confirmation of action
TOP USER COMPLAINTS FOR WEBSITES
USER EXPERIENCE
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SOMEBODY DOES SOMETHING YOU WANT THEM TO DO
Page Visits x Conversion Percentage = Results
10,000 x .03 = 300
WHAT IS A CONVERSION?
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AVERAGE CONVERSION?
High Tech
Travel & Hospitality
Retail
B2B
0 2 3 5 6
1.5
2.2
2.1
1.5
5.2
4.2
3.6
2.9
Best of Best The Masses
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SEARCH PPC PR ADVERTISING CONTENT MARKETING SOCIAL
ELEVATING CONVERSIONS
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PUBLICRELATIONS
PAID SEARCH
MARKETING AUTOMATION
BRAND AWARENESS
GETTING MORE TRAFFIC
CONTENT MARKETINGSEARCH
SOCIAL OFFLINEMARKETING
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• Expensive
• When budget ends, efficacy can end
• Over-optimization leads to less qualified users
GETTING MORE TRAFFICTHE DOWN SIDE
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SEARCH PPC PR ADVERTISING CONTENT MARKETING SOCIAL
ELEVATING CONVERSIONS
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• The component most under your control
• Delivers the biggest bang for your buck
• Exponential effect on bottom line
• You get the benefit… forever
• Competitive advantage
• Customer loyalty goes to the best user experience
USABILITY OPTIMIZATIONWHY OPTIMIZE USABILITY?
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BOTTOM LINE EFFECTS
Design Design 1 Design 2
Budget 1,000,000 1,000,000
Traffic 1,000,000 1,000,000
CPC $1 $1
Conversion Rate 3% 5%
Sales 30,000 50,000
Average Revenue Per Sale $100 $100
Total Web Sales
ELEVATING CONVERSIONS
$3,000,000 $5,000,000
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• Companies that have engaged in conversion
enhancement initiatives have seen average increases of
25%-600% or more conversion
!• The median conversion increase is 40-60%
! - Jakob Nielsen’s report “ROI on Usability”
BOTTOM LINE EFFECTS
ELEVATING CONVERSIONS
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ELEVATING CONVERSIONSWHO SHOULD TEST
EVERYONE
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AFTER LAUNCH
• UX IS DESIGN
• CHOOSE THE RIGHT PLATFORM
• UTILIZE UX PROFESSIONALS
• DESIGN FOR THE LESS INITIATED
• HIGH FIDELITY WIREFRAMES
• TEST CONCEPTS
• TEST CREATIVE
DEVELOPMENTDESIGN
ELEVATING CONVERSIONS
• PROTOTYPES
• ALPHA RELEASE
• TEST BEFORE LAUNCH
• YOU JUST BUILT THE ULTIMATE TESTING PLATFORM
• HONE YOUR ANALYTICS
• NEVER STOP TESTING
WHEN TO TEST
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• GOOGLE CONVERSION GOALS
• FUNNEL VISUALIZATION
• GOAL FLOW
• NON-GOOGLE ANALYTICS METHODS
ANALYTICS
ELEVATING CONVERSIONSWHEN TO TEST
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ELEVATING CONVERSIONSWHICH PAGE DESIGN WORKED BETTER?
A B
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• FORM A HYPOTHESIS BASED ON ANALYTICS, USER OBSERVATION OR USER TESTING
• CREATE A TEST THAT FOCUSES ON THE DESIRED CONVERSION • SELECT A TEST GROUP
• AS WIDE AS POSSIBLE • CONSIDER GEOGRAPHIC TESTING
• CONDUCT TEST • ANALYZE RESULTS
TESTINGTYPES OF TESTING
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UNMODERATED REMOTE TESTING
• TESTING A SINGLE OPTION AGAINST ANOTHER SINGLE OPTION
• COMPARING TWO (OR MORE) DISSIMILAR APPROACHES
MULTIVARIATE TESTINGA-B-N TESTING
TESTING
• TESTING A HOW COMBINATIONS OF ITEMS WORK AGAINST EACH OTHER
• COMPARING TWO SIMILAR APPROACHES
• TYPICALLY VIDEO-BASED
• TASK-BASED TESTING
• USER GUIDED BY SYSTEM
TYPES OF TESTING
MODERATED TESTING
• TASK-BASED TESTING
• MOST POWERFUL
• MOST EXPENSIVE
• USER GUIDED BY SYSTEM AND MODERATOR
• REAL-TIME ANALYSIS
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TESTINGA-B-N TESTING
• OPTIMIZELY
• JAVASCRIPT
• MANY OTHERS
TOOLS
• VERY SIMPLE TO RUN
• INEXPENSIVE
• MULTIPLE TESTS ARE SIMPLE
BENEFITS
DISADVANTAGES
• WORKS BEST WITH LANDING PAGES OR SIMPLE CONVERSION PATHS
• DIFFICULT TO IMPLEMENT FOR A SITE-WIDE TEST
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TESTINGA-B-N TESTING EXAMPLE
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TESTINGA-B-N TESTING EXAMPLE
• 6% increase in banner CTR • 21.3% increase in visitors that reached the
shopping cart
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TESTINGA-B-N TESTING EXAMPLE
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TESTINGRESULT
422% increase in CTR
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TESTINGA-B-N TESTING EXAMPLE
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TESTINGRESULT
9% increase in RFQ
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TESTINGMULTIVARIATE TESTING
• OPTIMIZELY
• VISUAL WEBSITE OPTIMIZER
• GOOGLE CONTENT EXPERIMENTS
• MANY OTHERS
TOOLS
• SIMPLE TO SET UP
• INEXPENSIVE
• FOLLOW-UP TESTS ARE SIMPLE
BENEFITS
DISADVANTAGES
• WORKS BEST WITH LANDING PAGES OR SIMPLE CONVERSION PATHS
• DIFFICULT TO IMPLEMENT FOR A SITE-WIDE TEST
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TESTINGMULTIVARIATE TESTING
IMAGE 1
HEADLINE ONE
IMAGE 1
HEADLINE TWO
IMAGE 2
HEADLINE ONE
IMAGE 2
HEADLINE TWO
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familiar top nav
Telephone contact & Request for demo
brief headline simple
instructions
stock photo of happy person at computer
TESTINGMULTIVARIATE TESTING
Three column layout
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Removed all nav
Replace entire header of site with just logo
Replace stock photo with
actually relevant image !
Remove alternate
contact info
More detailed copy about
offer
Simplify layout to two columns and shade form
column
Big submit button - only
button on page
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Less copy worked better
Visual parity to online ad
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TESTINGRESULT
300% increase in form submissions
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TESTINGUNMODERATED REMOTE USER TESTING
!• TRY MY UI
• OPEN HALLWAY
• USERLYTICS
• USERTESTING.COM
• USER ZOOM
• WHAT USERS DO
TOOLS
• ROBUST RESULTS
• GEOGRAPHIC VARIABLES
• RECRUITING OPTIONS
• WRITE YOUR OWN TESTS
• VIDEO TO REVIEW
BENEFITS
DISADVANTAGES
• LACK OF MODERATOR
• SUBJECT TO USABILITY OF ACTUAL TEST DESIGN
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TESTINGUNMODERATED REMOTE USER TESTING
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TESTINGRESULT
38% increase in conversion
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TESTINGMODERATED USER TESTING
!• MORAE
TOOLS
• MOST ROBUST RESULTS
• REALTIME OBSERVATION
• RECRUITING OPTIONS
• WRITE YOUR OWN TESTS
• VIDEO TO REVIEW
• CUSTOM ANALYTICS
• CUSTOM PRESENTATIONS
BENEFITS
DISADVANTAGES
• HIGHEST COST
• REQUIRES GREATER EXPERTISE TO DESIGN TESTS
• REQUIRES EXPERTISE TO CONDUCT TESTS
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TESTINGMODERATED USER TESTING
TESTINGSTATION
REMOTE OBSERVATION
RESULTS, ANALYTICS &
PRESENTATION
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TESTINGMODERATED USER TESTING
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TESTINGMODERATED USER TESTING
1. Find 10x20 trade show display !Your company is attending a trade show. The show is high profile and demands an exhibit that will stand out. You have been instructed to find a trade show display that measures 10 x 20 feet. Your budget is $30,000 - $40,000. The display must fit between other displays which is known as "inline". Find a display or displays and request a quote for a similar display customized for Top Floor.
2. Find a road case !In addition to the display Top Floor needs a case to transport the display to various shows. Find an appropriate case and request a quote.
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TESTINGMODERATED USER TESTING
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TESTINGMODERATED USER TESTING
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TESTINGMODERATED USER TESTING
• Lack of AJAX loading when filters are engaged in Solutions make the page jump
to the top creating user frustration and confusion
• No indication that page is reloading when filter is engaged
• "Events" is in the wrong section - nobody found it where it is. Everyone looked
in “what we do”
• "Our Portfolio" should be renamed
• "Read More" button on product array lists should say “Details”
• Listing pages lack a direct RFQ button
• Lack of images in main area makes users think that the page hasn't loaded and
causes confusion
• Custom is two levels down. If indeed that is a primary offering, then Custom
should be a main navigation item or within solutions
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TESTINGRESULT
22% increase in requests
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TESTINGMODERATED USER TESTING
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TESTINGRESULT
?
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TESTINGCOMBINED TESTING
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TESTINGCOMBINED TESTING
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ELEVATING CONVERSIONSWHICH PAGE DESIGN WORKED BETTER?
A B
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TESTINGRESULT
310% increase in conversions
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ELEVATING CONVERSIONSWHO SHOULD TEST
EVERYONE
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THANK YOU
@clayewi
@topfloortech
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THANK YOU