raising the rate of conversion by conducting usability tests with users

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RAISING THE RATE OF CONVERSION THROUGH OPTIMIZATION BY CONDUCTING USABILITY TESTS WITH USERS ECOMTEAM 2014 10/31/2022 1 DARKO ČENGIJA USABILITY SPECIALIST, UX PASSION [email protected] - @darkoche

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How to plan and conduct user testing in order to improve usability and thus increase conversion rate of a website.

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Page 1: Raising the rate of conversion by conducting usability tests with users

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RAISING THE RATE OF CONVERSION THROUGH OPTIMIZATION BY CONDUCTING USABILITY TESTS WITH USERS

ECOMTEAM 2014

DARKO ČENGIJA

USABILITY SPECIALIST, UX PASSION

[email protected] - @darkoche

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BETTER USABILITY ⬇

HIGHER CONVERSION

ECOMTEAM 2014

DARKO ČENGIJA

USABILITY SPECIALIST, UX PASSION

[email protected] - @darkoche

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WHY SHOULD YOU SIT HERE FOR ANOTHER 90

MINUTES?

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I’m going to show you how to increase conversion by improving the usability.

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WHO AM I?

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2009 2010 2011 2012 2013 2014

Usability specialist

Information Architect Interaction Designer

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WHAT IS

USER EXPERIENCE?

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WHAT IS

USABILITY?

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• The international standard, ISO 9241-11, provides guidance on usability and defines it as:– The extent to which a product can be used by specified

users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use.

• Usability is about:– Effectiveness– Efficiency– Satisfaction

• Good usability is invisible when good

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WHAT ISCONVERSION?

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• Conversion is– The percentage of users who take a desired action.

• A desired action may be– Buying your product– Signing up for the newsletter– Downloading free trial– …

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SO HOW ARE USABILITY

AND CONVERSION

RELATED?

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• “In 2013, e-commerce sites averaged around 3% conversion rates

• “…when we measure success rates in usability studies, websites often score around 80%.”*http://www.nngroup.com/articles/conversion-rates/

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• If, let’s say, a website has 4% conversion rate and 80% usability success rate…

• …it means that 20% of users who come to the website wouldn’t know how to do something even if they wanted to

• By improving usability and nearing it to 100% success rate, you would automatically increase the conversion to 5%.

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HOW TO INCREASE

USABILITY?

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Ethnographic research

Participatory design

Focus group research

Surveys

Card sorting

Paper prototyping

Expert evaluation

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Ethnographic research

Participatory design

Focus group research

Surveys

Card sorting

Paper prototyping

Expert evaluation

USABILITY TESTING

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DESIGN THE TEST SCENARIOS

DESIGN THE SCREENER

CONDUCT TEST SESSIONS

SCORE THE TASKS

MAKE RECOMMENDATIONS

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DESIGN THE TEST SCENARIOS

DESIGN THE SCREENER

CONDUCT TEST SESSIONS

SCORE THE TASKS

MAKE RECOMMENDATIONS

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DESIGN THE

TEST SCENARIOS

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DESIGN

TEST SCENARIOS

RED ROUTES

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Design test scenarios – red routes

Every website has few main functionalities that give the users the highest value

– Every website also has other functionalities that can stand in user’s way of achieving the goal.

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http://outhouserag.typepad.com/gizmos/2008/01/the-hitachi-240.html#more

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Design test scenarios – red routes

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Design test scenarios – red routes

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Design test scenarios – red routes

Red routes will be your most likely candidates for test scenarios

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Design test scenarios – red routes

Scenario should be defined as

– A complete activity– Specific and measurable– Describes what users do,

not how to do it

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Design test scenarios – red routes

“On the Vodafone website, find the smartphone and tariff that suits you most, and then purchase them.”

“You have an apartment you want to rent to tourists. Register your apartment on the Airbnb website.”

“Using the IMDb application on your mobile device, rate any movie and add it to your watchlist.”

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Design test scenarios – red routes

Scenarios consist of steps– There are “main flow”

steps and “secondary” steps

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Design test scenarios – red routes

“Find the full list of mobile internet plans”“Find basic information about a plan”“Find detailed information about the plan”….

“Find the login area on the Airbnb website”“Recover the lost password”“Login with the new password”“Change the price of…”

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Design test scenarios – red routes

Scenarios may overlap– You will most likely test

more than one scenario

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Design test scenarios – red routes

One test session can consist of multiple scenarios

– If the scenarios are short, the participant can cover more than just one

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• Red routes will be your most likely candidates for test scenarios

• Scenario should be defined as– A complete activity– Specific and measurable– Describes what users do, not how to do it

• Scenarios consist of steps • Scenarios may overlap• One test session can consist of multiple

scenarios

Design test scenarios – RECAP

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DESIGN THE TEST SCENARIOS

DESIGN THE SCREENER

CONDUCT TEST SESSIONS

SCORE THE TASKS

MAKE RECOMMENDATIONS

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DESIGN THE SCREENER

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DESIGN THE SCREENER

PERSONAS

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http://onscreencars.com/tv/the-homer-the-car-built-for-homer/

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http://assets.nydailynews.com/polopoly_fs/1.450204!/img/httpImage/image.jpg_gen/derivatives/landscape_635/alg-gordon-ramsay-jpg.jpg

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Design the screener - personas

There’s no “average user”

– You have to know whom you’re designing for

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https://blog.kissmetrics.com/wp-content/uploads/2012/01/business-personas-for-mobile-phones.png

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https://blog.kissmetrics.com/wp-content/uploads/2012/01/business-personas-for-mobile-phones.png

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Design the screener - personas

Persona is– A short and engaging

description of some key group of users

– Not a description of one single user

– Not a description of an average user

– A description of a stereotype of a group of users

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Design the screener - personas

Key characteristics– Persona description focuses

on key characteristics, not average ones

– Differences between personas should be those characteristics relevant to the design

– Personas are based on interviews

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Design the screener - personas

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Design the screener - personas

• The users you want to bring to your test sessions are your personas.– Once you know your

personas characteristics, you can design a screener.

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Design the screener - personas

…Are you on a postpaid plan or a prepaid plan?

- postpaid scenario A- prepaid scenario B

…How often do you use “My Telekom” page to check your account or pay the bills?

- weekly or more often stop the interview- monthly or more rarely proceed to the next

question….

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• There’s no “average user”• Persona is a description of a stereotype of

a group of users• Personas have “key characteristics”

– Knowledge about personas must come from interviews with users

• The users you want to bring to your test sessions are your personas

Design the screener – RECAP

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DESIGN THE TEST SCENARIOS

DESIGN THE SCREENER

CONDUCT TEST SESSIONS

SCORE THE TASKS

MAKE RECOMMENDATIONS

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CONDUCT

TEST SESSIONS

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Conduct test sessions

First contact– Greet the participant– Make sure there’s no

anxiety

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Conduct test sessions

Give them introduction– Is the session being recorded?– Why are they here?– You are testing the website,

not them– Explain what you are trying to

recreate– Explain your role– Encourage them to speak while

working

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Conduct test sessions

Relax the participant– Ask some easy questions

about them– Don’t push

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Conduct test sessions

Read them the scenario main task

– It’s useful to have it written down on a piece of paper

– Ask them to repeat the task in their own words

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Conduct test sessions

During the main flow– Keep your interventions to a

minimum– No direct help (unless absolutely

necessary)– Encourage them to think and

interpret by themselves– Ask them to remind themselves

of the task– Don’t interrupt the flow

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Conduct test sessions

Asking questions– Always ask open-

ended questions.– Don’t assume, ask!

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Conduct test sessions

During the secondary tasks– Focus is not so much on

participant’s ability to find the page (information) in question

– Secondary tasks indicate what is more or less relevant to users

– Set a time limit on each task– Usability issues related to

secondary task should be considered as having smaller impact

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Conduct test sessions

Closing the session– Sessions are usually about 60

minutes long– Take a couple of minutes to

recap– Ask about their experiences,

expectations being met, would they recommend the website?

– Don’t forget to take their information regarding the fee or for further contact

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• Make sure there’s no anxiety or stress• Explain why you are all here and what you

are supposed to do• Explain the main task (scenario)• Let them “fight” while doing the main

task• YOU. DON’T. READ. MINDS. Ask

questions.• Cover the secondary tasks• Gather as much feedback as you can

Conduct test sessions – RECAP

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DESIGN THE TEST SCENARIOS

DESIGN THE SCREENER

CONDUCT TEST SESSIONS

SCORE THE TASKS

MAKE RECOMMENDATIONS

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SCORE THE TASKS

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Score the tasks

Effectiveness– The percentage of users who can

correctly complete the task without external help.

• You can measure how difficult it was to complete the task:0 – no difficulties, 1 – some difficulties, 2 – major difficulties, 3 – show-stopper

– Disaster rate: the percentage of users who think they were correct, but they weren’t

– The percentage of tasks completed in the first attempt

– How many times did users ask for help

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Score the tasks

Efficiency– Average time to

complete the task– Time needed to relearn

functionalities– Time needed to

complete the task compared to an expert

– Time needed for a beginner to reach the expert level

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Score the tasks

Satisfaction– Average result from the questionnaire– Ratio between positive and negative

adjectives in describing the website– The user’s subjective opinion about

the quality of the output– The percentage of users who would

recommend the website to others– The percentage of users who think

this website is easier to use than the competitor’s

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Score the tasks

SUS score– System Usability Scale (SUS), released by John

Brooke in 1986, and it has since become an industry standard.

– The SUS is a 10 item questionnaire with 5 response options:

• 1. I think that I would like to use this system frequently.• 2. I found the system unnecessarily complex.• …• 10. I needed to learn a lot of things before I could get

going with this system.

– The response format is• 1 – strongly disagree, 2, 3, 4, 5 – strongly agree

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Score the tasks

SUS score– Scoring SUS

• For odd items: subtract one from the user response.• For even-numbered items: subtract the user responses

from 5• This scales all values from 0 to 4 (with four being the

most positive response).• Add up the converted responses for each user and

multiply that total by 2.5. This converts the range of possible values from 0 to 100 instead of from 0 to 40.

– The average SUS score from all 500 studies is a 68. A SUS score above a 68 would be considered above average and anything below 68 is below average.

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• You can measure any (combination) of the three usability components– Effectiveness– Efficiency– Satisfaction

• Choose wisely – There’s no point in gathering data which you

don’t know what to do with

Score the tasks – RECAP

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DESIGN THE TEST SCENARIOS

DESIGN THE SCREENER

CONDUCT TEST SESSIONS

SCORE THE TASKS

MAKE RECOMMENDATIONS

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MAKE RECOMMENDATIONS

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Make recommendations

Now it’s time to transform numbers into something useful

– Identify:• Tasks that did not meet success

criterion• User errors and difficulties• Sources of (reasons for) errors

– Prioritize problems = severity + probability of occurrence

• Severity: 4 – unusable, 3 – severe, 2 – moderate, 1 – irritant

• Frequency: 4 – >90%, 3 – 50%-90%, 2 – 10%-50%, 1 – <10%

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Make recommendations

Coming up with recommendations– Take a break for few days, focus on

something else before going back to the data

– Understanding the problem is 90% of the solution

– The design team should be an integral part of this process because

• There’s no “one right answer”• You need a buy-in

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Make recommendations

Report findings– Written report, highlights video

• In case of a report: identify an issue, provide screen shot, explain why it was an issue, describe a solution

– Focus on solutions that will have the widest impact

– Ignore “political considerations”– Provide both short-term and long-term

recommendations– Know that the report only has value if someone

actually reads it• Describe the findings “straight to the point”

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DESIGN THE TEST SCENARIOS

DESIGN THE SCREENER

CONDUCT TEST SESSIONS

SCORE THE TASKS

MAKE RECOMMENDATIONS

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LET’S RECAP

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Q&A ?

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THANK YOU

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• Body– ParagraphUX Passion

Horvatovac 23

HR-10000, Zagreb

www.uxpassion.com

[email protected]

+385 99 338 9941