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Why UX experts should show humility & test
by @KyleNewsh
Sometimes the little things frustrate me..
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BUSINESS FIRST APPROACH
• Guides you through a labyrinth • You will spend more than you planned to • If you’ve got plans for later, cancel them • You probably don’t rush back
CUSTOMER FIRST APPROACH
• No queues, cashiers or need for cash • ‘Zero friction’ approach - it’s at your convenience • You’ll most likely make frequent visits
Now think about your website. Which one are you?
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Now be honest. Have you made changes to your website without knowing the impact?
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I used to do this all the time
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How do you decide what needs ‘fixing’?
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What’s the problem with that approach
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Analytics is a starting point at showing what is a problem but not why.1
There is an assumption that competitors or industry leaders are doing things right.2
Although data is a good starting point, assumptions are often made about the solution.3
What’s the problem?
Not everything that can be counted counts, and not everything that counts
can be counted.
(Albert Einstein)
“
So what can you do?
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When in doubt, test it out.
This is the time to leave egos behind and see what potential customers care about.
1
1 Formative assessment
Remote user testingParticipants are in their natural environment, using screen-sharing software. Great in terms of speed and cost.
Moderated user testingModerated sessions give you more control. You can keep participants on task to meet the goals of the study. Great for thorough & regional insight.
to your audience
It’s all about the customer
Listen
1 Summative assessment
A/b testingWhere user testing allows you to form ideas based on feedback, a/b testing allows you to validate them based on real user interactions.
Actions
Finding your conversion rate
÷ unique visitorsForm submit
SalesRegistrations
Phone calls
×10,000
250,000100
10,000,000
5,000
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Identify audience or segments
Language
Arabic version
Pages/Session Avg. Session
2.5 00:01:55
English version 5.5 00:04:54
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Case study Increasing product sales
Respect the visitors context
‘Engaging’ isn’t always positive
Leverage social proof
UPLIFT
15%
Increasing phone calls
Challenge assumptions
Targeting multiple visitor segments
Customer preference is clear
UPLIFT
170%
Case study
of users are unlikely to return to a mobile site they had trouble
61%You can’t afford to sit around and do nothing. You’re literally harming your business by not respecting your potential customers
A problem shared is a problem halved.
Don’t test in isolation. Collaboration brings out the best ideas.
google.com/forms
2
If it ain’t broke, don’t fix it.
Before rolling up your sleeves to solve a problem, look at the data to see if the effort is justified.
3
Search…
Is there a problem?Establish if there’s a pain point first. Customer feedback, user testing and competitor benchmarking can help.
1 Is it a priority?Have a look at the analytics. Is there actually an issue? How does search influence conversions?
2
Search…
only 0.01% of visitors use site search
How can you take things even further?
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StrategisePlan how you can introduce a/b testing to your team. Early on, quick wins can help with buy in.
1 Get startedThe tools are more accessible than ever. Do some research and look at launching your first test.
2
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ConsultationIf you want the best results. work with experts and learn from them. You’ll save time in the long run
3 Get trainingCoaching or training is a quick way to develop your own skills. Reading blog posts will only get you so far.
4
kylenewsh
Human action can be modified to some extent, but human nature cannot
be changed
(Abraham Lincoln)
“
User testing is a goldmine for customer insight and ideasA/b test to find out what ideas actually work best for your customers
Agility is your friendMake small and frequent changes
There isn’t one perfect solutionDon’t be scared to innovate or get inspiration from other industries
Key lessons
Limited startup offer
• 1-on-1 remote coaching • Skype call (+ session recording) • Weekly check-ins • Digital growth plan • Priority email access
$397pm$597
(Only 10 spaces available)
for first 5 spots
