Little Things Mean a Lot - The Importance of Usability Testing

LITTLE THINGS MEAN A LOT

JUNE 3, 2014

THE IMPORTANCE OF USABILITY TESTING

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

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

ABOUT YOU

• B2B?

• B2C?

• E-COMMERCE?

• ANY UX TESTING EXPERIENCE?

A SHOW OF HANDS PLEASE

USABILITY

“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

USABILITY

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

SOMEBODY DOES SOMETHING YOU WANT THEM TO DO

Page Visits x Conversion Percentage = Results

10,000 x .03 = 300

WHAT IS A CONVERSION?

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

SEARCH PPC PR ADVERTISING CONTENT MARKETING SOCIAL

ELEVATING CONVERSIONS

PUBLICRELATIONS

PAID SEARCH

MARKETING AUTOMATION

BRAND AWARENESS

GETTING MORE TRAFFIC

CONTENT MARKETINGSEARCH

SOCIAL OFFLINEMARKETING

• Expensive

• When budget ends, efficacy can end

• Over-optimization leads to less qualified users

GETTING MORE TRAFFICTHE DOWN SIDE

SEARCH PPC PR ADVERTISING CONTENT MARKETING SOCIAL

ELEVATING CONVERSIONS

• 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?

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

• 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

ELEVATING CONVERSIONSWHO SHOULD TEST

EVERYONE

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

• GOOGLE CONVERSION GOALS

• FUNNEL VISUALIZATION

• GOAL FLOW

• NON-GOOGLE ANALYTICS METHODS

ANALYTICS

ELEVATING CONVERSIONSWHEN TO TEST

ELEVATING CONVERSIONSWHICH PAGE DESIGN WORKED BETTER?

A B

• 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

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

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

TESTINGA-B-N TESTING EXAMPLE

TESTINGA-B-N TESTING EXAMPLE

• 6% increase in banner CTR • 21.3% increase in visitors that reached the

shopping cart

TESTINGA-B-N TESTING EXAMPLE

TESTINGRESULT

422% increase in CTR

TESTINGA-B-N TESTING EXAMPLE

TESTINGRESULT

9% increase in RFQ

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

TESTINGMULTIVARIATE TESTING

IMAGE 1

HEADLINE ONE

IMAGE 1

HEADLINE TWO

IMAGE 2

HEADLINE ONE

IMAGE 2

HEADLINE TWO

familiar top nav

Telephone contact & Request for demo

brief headline simple

instructions

stock photo of happy person at computer

TESTINGMULTIVARIATE TESTING

Three column layout

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

Less copy worked better

Visual parity to online ad

TESTINGRESULT

300% increase in form submissions

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

TESTINGUNMODERATED REMOTE USER TESTING

TESTINGRESULT

38% increase in conversion

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

TESTINGMODERATED USER TESTING

TESTINGSTATION

REMOTE OBSERVATION

RESULTS, ANALYTICS &

PRESENTATION

TESTINGMODERATED USER TESTING

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.

TESTINGMODERATED USER TESTING

TESTINGMODERATED USER TESTING

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

TESTINGRESULT

22% increase in requests

TESTINGMODERATED USER TESTING

TESTINGRESULT

?

TESTINGCOMBINED TESTING

TESTINGCOMBINED TESTING

ELEVATING CONVERSIONSWHICH PAGE DESIGN WORKED BETTER?

A B

TESTINGRESULT

310% increase in conversions

ELEVATING CONVERSIONSWHO SHOULD TEST

EVERYONE

THANK YOU

@clayewi

@topfloortech

THANK YOU