How to meet user expectations - WordCamp Praha 2015

How to meetuser expectationsWORKSHOP ON WORDCAMP PRAHA 2015

2Expectations vs. Reality

Site owner: Expectation: beautiful website $$$$$$$

Reality: high cost design nice looking website with poor UI $$

Site visitor: Expectation: looking for info/buying great UI paid $$$ and

returning/recommending

Reality: nice looking site poor UI, can’t find anything comes back only if $ is cheap and not recommending

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3

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4Solution

Happy

customer

visitor intent your intent

$$$$$

for you

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5What to do about it?

Technical issues

Message communicated On-site

Anywhere else, prior to visit

Design & Ease of use

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6How to make it happen?

Web Analytics tracking

User behavior recording

Uptime and speed monitoring

Clear and consistent messages

Continuous testing and improvements

Alignment with overall strategy

Proper documentation on changes

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Technical challenges

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8Site speed

Gtmetrix WP plugin – GTMetrix for WordPress

Google PageSpeed Tools

Tools.pingdom.com

Webpagetest.org ***

Mobitest.akamai.com

Do you have CDN?

Example: ?

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Source:https://blog.kissmetrics.com/loading-time

10Browser compatibility

Browserling.com

Crossbrowsertesting.com

Browsera.com

Browseemall.com

Testingbot.com (with Selenium)

Litmus.com (for email testing)

Whenever you can, do the check manually on your hardware

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11Server & Uptime monitoring

Uptimerobot.com (with WP plugin)

Pingdom.com (Real User Monitoring, WP-Pingdom)

New Relic (with WP plugin)

Other popular plugins: WP Server, WordPress Server Load

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12Managing multiple WP websites?

ManageWP

MainWP

InfiniteWP

Ithemes Sync

JetPack

...

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Marketing mambo-jumbo

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15Consistent messages

Online ads Adwords (and other), media buying

Social media

Forums

Guest posts

You need to have and communicate same message across all marketing channels and it needs to match your offer. Don’t be vague, lie or misrepresent; it will get back to you.

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16What about your Landing Page?

Is the message matching the one from the incoming traffic?

Title, call to action

Content on the page offering what is promised

There is no rule about the length of the LP Just test

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On-site tracking

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18Web analytics

Google (Universal) analytics

KissMetrics

Mixpanel

Adobe SiteCatalyst

...

Most of them have WP plugins

I recommend instalation through Tag Manager (GTM, DTM)

Event tracking

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19Behavior on site

Clicktale

Mouseflow

Inspectlet

Crazyegg ***

Eyequant ***

Don’t forget to put notification and opt-out option in the Privacy Policy and/or Terms of Service file.

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20Behavior on site

Get feedback from your visitors: Qualaroo.com

iPerceptions.com

Proactive/dynamic/automated support: Intercom.io

Some custom/internal event-triggered solution

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Usability testing

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22Real life situations

Make personas

Go out and test on real people – coffee/beer breaks

Lab testing

Testing services: Usertesting.com

Mechanicalturk.com

Userlytics.com

Feedbacks: Fivesecondtest.com

Usabilia.com

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23Testing-shmesting

When did you do usability testing: before or after release?

Are you a HIPPO (Highest Paid Person’s Opinion)? Then make a decision and don’t wait until it’s too late

Make this a company culture/mindset

Grab someone from unrelated project

and let them try/run it out as soon as you

have first scatch-up

Wear the customer’s shoes and be cruel

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24

Website design and UX

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25Theme markets

A nice-looking theme is not always a good theme for your site Think about what visitors want to see, not what you want to see

SEO optimisation – not many are well made so be careful

There are no rules what is good or bad design Trends: flat, 3d, animated headers, etc.

Genesis framework and themes

Woo themes

Themeforest

Elegant themes

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26Elements on the website

Colors: http://blog.crazyegg.com/2012/07/11/website-color-palettes/

http://www.quicksprout.com/the-complete-guide-to-understand-customer-psychology-chapter-4/

Popups? Big NO!

Caroussels? Good for promo offers. Otherwise, only if you must...

Login with social media accounts? Of course!

Security symbols, proof of authority

Auto loaded video? No! How about sound? So 1990s...

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Finally: Conversion rate optimisation

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29What is the first thingyou would change?

Button? Background color? Photo? Headline? Call to action?

Strategy and your business goals FIRST!

Do the thinking about all the previous steps

Measure 3 times, cut only once

Testing and optimisation are not the same thing

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30How to do the actual testing?

Visual Website Optimizer (WP plugin)

Optimizely (WP plugin)

Unbounce

Leadpages

Google Content experiments – part of the Analytics

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31How long should it take?

Depends on: Your traffic volume

Current conversion rate

Business cycles

Average time to sale

Seasonality

Calculator: https://vwo.com/ab-split-test-duration/

A word about statistical significance: http://conversionxl.com/statistical-significance-does-not-equal-validity

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32Usual split testing myths & lies

I have most experience/hunch/feeling so why test? HiPPO, hello?

Statistical significance (magic 95%) is enough to stop the test

Test result (number, percentage lift) will get us % more money/articles sold

Test with no lift is failure

Only websites should be tested

Trends can be spotted early

Test results are valid forever

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33Checklist before testing

Did you try if all test variations display properly across browsers?

Are you sure your changes are allowed in all of the countries you are serving?

Do you need all of those plugins and scripts on the pages? Make them lighter and faster first

Do you know how long the test will run and when to stop it?

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34Useful resources

People to follow on Twitter: @kissmetrics, @cutroni, @peeplaja, @fastbloke, @optimiseordie,

@carmenmardiros

Blogs to follow: Unbounce.com, kissmetrics.com, cutroni.com, conversionxl.com, kaushik.net

Books to read: Don’t make me think, Designing for Behavior change, You should test that, 100

things every designer needs to know about people

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35About me & contact info

igor.kolosov@gmail.com or igor@optimize.rs

rs.linkedin.com/in/igorkolosov

@igorko_hub

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