SKYPE WEBSITE REVIEW

AGENDA

Review the Skype website and pick 3 pages that you think

would be very important to them in terms of optimising

conversion rates – please choose non-transactional pages.

Highlight the sort of information you would like to know

about these pages to understand how good conversion is

and how you would be able to spot issues that could be

tested and improved

Suggest 1 specific test you would do for one of the pages

you highlighted

USABILITY & USER EXPERIENCE Making the Online Experience Relevant

User Experience is the quality of experience a person has

when interacting with a specific design. This is can range

from a specific artifact, such as a cup, toy or website, up

to larger, integrated experiences such as a museum or an

airport.” User Experience Network (www.uxnet.org)

USER CENTRIC APPROACH

Easy to Use

Intuitiveness Aesthetic

CREATING EXPERIENCES THAT BUILD RELATIONSHIPS WHICH DRIVE RESULTS

Context

SKYPE BRIEF REVIEW Making the Online Experience Relevant

Heuristic Approach:

User searching for “Cheap Internet Calls” using Google search

– Skype in not listed among the top 20 sites!

Home Page as a landing page.

Readability Issues

Not built around personas, but Products

SKYPE BRIEF REVIEW Making the Online Experience Relevant Navigation Toolbar

not intuitive

Background and characters colour

Good

SKYPE REVIEW Making the Online Experience Relevant

1. Good title length (about 50 characters) - only issue the word

“Skype” is repeated twice whilst “Internet” being omitted

2. HTML structure – keywords mainly on level H4 rather than H1

3. 6 of the 26 pictures do not have alternative text

4. Text/HTML ratio is below 11%

5. Frames being detected

To Make the Experience Relevant

↔

E-ager Beavers

Well educated single man in his mid 20s, looking for his first job likely in Hi-Tech or services, still living with his parents. Cosmopolitan in taste and open to new ideas and influences.

Heavy Internet users, with a preference over Motoring, websites. More than 1 in 2 go online through their newest HTC handset, using 3 Network. More likely to share videos with their closed friends and to subscribe to LIVE TV on their mobile phones.

Social Secretaries

Playschool Female user in her 40s, well educated, liberal in her views with a keen interest in environmental and humanitarian issues.

Tends to spend more on services and less in products.

Keys exceptions are small high value equipment; convergence of technologies is a necessity. More likely to buy brands promoting multi-cultural image. Her lifestyle is hectic, having to juggle between family/friends and work, nevertheless she is 40% more likely to help out a local charity group.

Young Professional Business Consultant

A image conscious career person, willing to sacrifice time with his family in order to get ahead, who likes taking risks and stands out of the crowd. A perfectionist, who loves to buy new gadgets and appliances and is prepared to pay more for products that make life easier. He dreams of setting up its own business and has a keen interest into financial services. His mobile phone is his mobile office: features in used Internet/WAP and e-mail downloaded. He uses its mobile for checking its financial position.

SKYPE most likely Personas

SKYPE VIDEO PAGES Making the Online Experience Relevant

HP

NAV

Features

Video Down

Premium

Free

Business

Free DL

SKYPE VIDEO PAGES Making the Online Experience Relevant

HP

NAV

Features

VideoHP

Down

Premium

Free

Business

Free DL

1. Visits entering the HP searching for Free Video Calling 2. HP Clicks analyse (usage of the Navigation vs. Feature elements and

Search Box) 3. Visits to the Video HP by sources 4. Visits/Clicks to the Download Button by sources 5. Visits/Clicks to Free Skype by sources 6. Visit/Clicks to the Business Link behind the Free Skype Offer by

sources. 7. Video usage.

THE AMOUNT OF OPTIONS AND PATHS SHOULD NEVER OVERWHELM THE USER

SKYPE HELP PAGES Making the Online Experience Relevant

HP

Support Searc

h

Best Fit

FAQ

Reseat

Now Check

email Account

Not Easy Readable

Not always Relevant

SKYPE MY ACCOUNT PAGES Making the Online Experience Relevant

1. How Visitors check for help – Forum vs. HP redirect (and Search) 2. Time spent on HP before clicking on the Support Link 3. How many search done in the Help search box (search refinery)

before landing to the relevant page 4. Best Fit vs. FAQ lists – does anyone read the glossary? 5. Time laps from resetting the account and the email received 6. Click from the email and successful resetting account

TIME LAPS SHOULD BE MONOTORED AS WELL AS USERS THAT HAVE TO MANUALLY TYPE THE TOLKEN CODE.

SKYPE SMALL BUSINESS Making the Online Experience Relevant

Not easy Readable nor

intuitive

SKYPE SMALL BUSINESS PAGES Making the Online Experience Relevant

HP

NAV

Features

B HP SMEs Account

1. How users search for Business call: Keyphrase analyses (voip explained page!)

2. Search Optimised for US version 3. HP clicks analyses – depth of visitors 4. Path analysis – usage for each page – abandonment rate 5. Time spent on this section: are picts of any help? 6. Usage analyse: how users interact with the overwhelming and unclear

options

THE AMOUNT OF OPTIONS AND PATHS SHOULD NEVER OVERWHELM THE USER

Top Story MNG Trial

Account Acco

unt Account Acco

unt

TEST Making the Online Experience Relevant

Q & A ?