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