DIY Website Usability Testing

with Steve!@CleverCubed

DIY USABILITY TESTINGor

“The Legend of the Untested Website”A tale of pain and lost conversions

Web Usability:

WHAT?

What is website usability?

Usability:How well we can use and learn a product in order to achieve a particular goal, and how satisfied we are with the process.

The “technical” definition… *yawn*

Let me explain:On every website, there are obstacles between users and their goal.

The goal of good usability is to remove those obstacles.

$=+

Because Users + Goals = More Money…

=+

…and a happier world.

WHAT?

Some usability mistakes are obvious…

WHAT?

…some seem like a good idea at the time, but in practice are just confusing.

WHAT?

Any guesses as to what business this company is in? Check out their site: http://www.factorylabs.com/

WHAT?

Just TRY to navigate around this website:http://www.thomasedison.org/

WHAT?

How long will it take you to find the listing of categories on this website? Or, what Reddit even is? http://www.reddit.com/

This site is a travesty. There are so many problems, I don’t know where to start http://www.gizmodo.com/

Web Usability:

WHY?

So, why bother with user testing at all?“I built the site, it makes sense to me!!”

WHY?

We think we know our users, but we don’t.

WHY?

We think people use our sites like this…

WHY?

…when they really use them like this.

Know the user, and know you are not the user

- Arnie Lund

“”

WHY?

Modern retail has learned a lot from customer research.We feel bad if we leave a grocery store WITHOUT buying something!

58%Cart Abandonment

WHY?

Ecommerce Research:

- Source: Inc. Magazine, 2009

But we still have a lot to learn on the web.

ImprovedUsability

Average 83% increase!- Source: The Nielsen Norman Group, 2008

WHY?

Improving nothing but the usability of a websitecan have MASSIVE implications.

If they can't use it,they won't.

WHY?

- Me

“”

WHY?

Our users aren’t stupid! It’s not their fault.

WHY?

To reach them and design for them, we need to understand them.

Web Usability:

HOW?

HOW?

Usability Labs

Most people think of big expensive usability labs.

HOW?

Eye Tracking

Some people love the idea of eye tracking.

HOW?

Heat Maps

Eye tracking produces Heat Maps(not always as useful as you’d think)

HOW?

Gaze Maps

Gaze Maps show you in which order people looked at things.

HOW?

DIY = No-ExcuseUsabilityTesting

But we’re going to talk about doing it yourself. On the cheap.Because, if it’s worth putting on the web, it’s worth testing.

HOW?

In-Person Testing

THE book about DIY In-Person Usability Testing“Rocket Surgery Made Easy” by Steve Krug

In-Person Tools : Macwww.silverbackapp.com

HOW?

These applications video record the user, their screen, and where they click for later review.

In-Person Tools : Windowswww.camtasia.com

HOW?

These applications video record the user, their screen, and where they click for later review.

HOW?

In-Person Testing

THE book about DIY Remote Usability Testing“Remote Research” by Nate Bolt and Tony Tulathimutte

Remote Testing Tools : Automatedwww.UserTesting.com

HOW?

Automated tools find users for you based on demographics.

Remote Testing Tools : Automatedwww.userlytics.com

HOW?

Automated tools find users for you based on demographics.

Remote Testing Tools : BYOUwww.usabilla.com

HOW?

You have to “BYOU” (Bring Your Own Users), but they run the test.

Remote Testing Tools : BYOUwww.loop11.com

HOW?

You have to “BYOU” (Bring Your Own Users), but they run the test.

HOW?

When do we test?

Answer: in every stage of the project.

Before design/redesign

Test competitors’ sites

HOW?

…to find best practices, what users love, what they hate. Just looking for generalities.

Before design/redesign

Test the current site

HOW?

…to find what to keep and what to throw out.You may find that you don’t need a full redesign, just a realignment!

During design

Wireframes

HOW?

The earlier you test, the easier and cheaper it is to make changes.

During design

Paper Prototypes

HOW?

Yes, pointing at a piece of paper WILL get you actionable results.

During design

Working prototypes

HOW?

If you have working prototypes, test them.

Post design

Actual website

HOW?

And, of course, ALWAYS test the final website BEFORE launching it.

What you need:• 3-5 people

• 3-5 task-based scenarios

• 30-50 min each

• Moderator and note-taker (or video)

• Gift: $50-$75 (Amazon gift card)

HOW?

Where to find people

• Ask the client for sources

• Friends and family

• Co-workers

• Craigslist “gigs” section

HOW?

Tell the user…

• “We’re testing the WEBSITE, not you”

• “Think out loud as much as possible”

• “Be brutally honest - we need your help!”

HOW?

You, the moderator…

• Don’t help them complete tasks

• Ask “Why” and “What are you thinking”

• Answer questions with questions

HOW?

Web Usability:

WHAT NOW?

Okay, I’ve done all the testing, NOW what do I do?

• Analyze the data

• Look for trends

• Change the big problems

• Rinse and repeat

WHAT NOW?

Post-Testing:

Do the changes HAVE to be…

BIG?

WHAT NOW?

NOWHAT NOW?

200% increase in signups

37 Signals famously changed their button from “Free Trial” to “See Plans and Pricing” (based on testing) for a massive increase.

Do the changes HAVE to be…

EXPEN$IVE?

WHAT NOW?

Especially if youTEST AT THE BEGINNING

WHAT NOW?

NO

I repeat: ESPECIALLY if you test at the BEGINNING!

Microsoft’s Bing.com

WHAT NOW?

$80 millionincreased ad revenue

- Source: Paul Ray, UX Manager, Bing.com

vs.

Bing changed their link results from light blue to dark blue (based on testing) for a MASSIVE increase in revenue. That’s a 5 minute fix.

TEST IT!

WHAT NOW?

You no longer have an excuse…

Steve Martin@CleverCubedwww.CleverCubed.comsteve@clevercubed.com970-481-9682