Upload
kissmetrics-on-slideshare
View
2.152
Download
0
Tags:
Embed Size (px)
Citation preview
Dave O’Brien, Optimal Workshop
Improve your funnels with be!er website navigation April 2015 Presentation
Dave O’Brien Dave has been researching, designing, and testing user interfaces for 20 years in North America and New Zealand. In the IA community, he is best known for designing Treejack, the online tree-testing tool from Optimal Workshop.
Thue Madsen - KISSmetrics - @ThueLMadsen Thue is the KISSmetrics Webinar Wizard and Marketing Ops Specialist. Before joining forces with KISSmetrics, he was a Ly" driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him fishing and hiking in the Sierras.
1 The problem of bad navigation
Testing early
Testing late
2 Finding and fixing navigation problems
3 Testing organization and labels (tree testing)
Table of Contents
4 Testing navigation (first-click testing)
5 How these fit in a project
WATCH WEBINAR RECORDING NOW
What’s to blame?
• Site structure ≠ users’ mental model
• Labels not clear and distinguishable
• Careless dumping of content over time
LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial
“Ge!ing to the right page within a website or intranet is the inevitable prerequisite to
ge!ing anything done.”
— Jakob Nielsen, Web usability guru
How to find navigation problems in your website
1. Analytics
2. Navigation testing
3. Tree testing
4. First-click testing
Roger Pressman, So!ware Engineering: A Practitioner’s Approach, McGraw-Hill
Testing early saves time and money
Why we like tree testing
• Easy to set up
• Easy for users to do (~5 minutes for 10 tasks)
• Isolates the organisation and labelling
• Analysis is straightforward and visual
• Lets us compare alternatives early
• Cheap and quick to do
• Reduces risk early in the project
• And best of all…
“You're currently paying for cell phone credit as you go. Work out if a monthly plan would be!er suit your needs.”
“Based on our findings, we suggest that you work hard to ensure that the first click is a correct click.” — Bob Bailey, WebUsability.com
What we find in first-click tests
• Labels that are not clear and distinguishable from each other
• Important targets that get “lost” in the clu!er
• Items that a!racted clicks, but aren’t actually clickable
• Slow clicks (both right and wrong)
• Fast clicks to the wrong targets
Current site
• Why join us? • Residential • Business • Agribusiness • Residential pricing • Join • Offers
• Save energy & money • Residential • Business • etc.
• My account • My bill • etc.
• About us
Idea 1
• Residential • Plans and pricing • Offers • etc.
• Small business • Plans and pricing • etc.
• Corporate • Products and pricing • etc.
• Farm • Plans and pricing • etc.
• My Account • About us
Idea 2
• Join • Join • Moving
• Plans and rates • Residential plans • Business plans • etc.
• Better off with us • Great online tools • etc.
• Your account • My bill • How to pay • etc.
• About us
46% 43% 47%
Tree testing – round 1
Idea 1
• Residential • Plans and pricing • Offers • etc.
• Small business • Plans and pricing • etc.
• Corporate • Products and pricing • etc.
• Farm • Plans and pricing • etc.
• My Account • About us
Idea 2
• Join • Join • Moving
• Plans and rates • Residential plans • Business plans • etc.
• Better off with us • Great online tools • etc.
• Your account • My bill • How to pay • etc.
• About us
Tree testing – round 1
Tree 3
• Your home • New customers • Current customers • etc.
• Agribusiness • New customers • etc.
• Small/med business • New customers • etc.
• Large business • New customers • etc.
• About us
70%
Tree testing – round 2
Current site
• Why join us? • Residential • Business • Agribusiness • Residential pricing • Join • Offers
• Save energy & money • Residential • Business • etc.
• My account • My bill • etc.
• About us
Idea 1
• Residential • Plans and pricing • Offers • etc.
• Small business • Plans and pricing • etc.
• Corporate • Products and pricing • etc.
• Farm • Plans and pricing • etc.
• My Account • About us
Idea 2
• Join • Join • Moving
• Plans and rates • Residential plans • Business plans • etc.
• Better off with us • Great online tools • etc.
• Your account • My bill • How to pay • etc.
• About us
43%
Meridian – what if?
• Create several site trees • Tree-test “wide” until one wins • Tree-test deep until it’s solid
• Create wireframes/mockups
• Nav-test “wide” until one wins
• Nav-test deep until it’s solid
• Usability-test the final design or early code
The overall process
• Create several site trees
• Tree-test “wide” until one wins
• Tree-test deep until it’s solid
• Create wireframes/mockups
• Nav-test “wide” until one wins
• Nav-test deep until it’s solid
• Usability-test the final design or early code
The overall process
• Create several site trees
• Tree-test “wide” until one wins
• Tree-test deep until it’s solid
• Create wireframes/mockups
• Nav-test “wide” until one wins
• Nav-test deep until it’s solid
• Usability-test the final design or early code
The overall process
• Bad navigation is a major problem • You can test late, but testing early lowers
your risk and your cost • Nail your organization and labelling first
with tree testing • Test your page layouts and navigation with
nav testing or first-click testing • Go wide with competing ideas
before you go deep on one • Choose tools that let you go fast without
breaking the bank
Summary
• Donna Spencer: paper testing h!p://www.boxesandarrows.com/view/card_based_classification_evaluation
• Dave O’Brien: online tree testing h!p://www.boxesandarrows.com/view/tree-testing
• Step Two Designs: tree-testing overview h!p://www.steptwo.com.au/papers/kmc_treetesting
• Treejack so"ware (Optimal Workshop) www.optimalworkshop.com/treejack
Tree testing – Learn more
• Finding and solving 3 common usability problems h!p://neoinsight.com/insights/articles/2012/09/08/first-click-test-to-find-and-solve-3-common-usability-problems/
• TV interface testing with Chalkmark h!ps://www.optimalworkshop.com/blog/testing-tv-interfaces-with-chalkmark/
• Testing accordion menu designs & iconography h!p://viget.com/inspire/testing-accordion-menu-designs-iconography
• Chalkmark so"ware (Optimal Workshop) www.optimalworkshop.com/chalkmark
First-click testing – Learn more
Questions?
Dave O’Brien UX designer
Optimal Workshop @optimalworkshop
Thue Madsen Marketing Operations Specialist
KISSmetrics @ThueLMadsen