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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 KONNOR

DIRECTOR 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
22
24
1313
2120
2007 2010 2012
Ease of
conversion
Ease of use

(usability)
Security and

confidence
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
PUBLIC

RELATIONS
PAID SEARCH
MARKETING

AUTOMATION
BRAND

AWARENESS
GETTING MORE TRAFFIC
CONTENT

MARKETING
SEARCH
SOCIAL
OFFLINE

MARKETING
• Expensive
• When budget ends, efficacy can end
• Over-optimization leads to less qualified users
GETTING MORE TRAFFIC
THE 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 OPTIMIZATION
WHY 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 CONVERSIONS
WHO 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 CONVERSIONS
WHEN TO TEST
ELEVATING CONVERSIONS
WHICH 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
TESTING
TYPES 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
TESTING
A-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
TESTING
A-B-N TESTING EXAMPLE
TESTING
A-B-N TESTING EXAMPLE
• 6% increase in banner CTR
• 21.3% increase in visitors that reached the 

shopping cart
TESTING
A-B-N TESTING EXAMPLE
TESTING
RESULT
422% increase in CTR
TESTING
A-B-N TESTING EXAMPLE
TESTING
RESULT
9% increase in RFQ
TESTING
MULTIVARIATE 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
TESTING
MULTIVARIATE 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
TESTING
MULTIVARIATE 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
TESTING
RESULT
300% increase in form submissions
TESTING
UNMODERATED 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
TESTING
UNMODERATED REMOTE USER TESTING
TESTING
RESULT
38% increase in conversion
TESTING
MODERATED 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
TESTING
MODERATED USER TESTING
TESTING

STATION
REMOTE
OBSERVATION
RESULTS,
ANALYTICS &
PRESENTATION
TESTING
MODERATED USER TESTING
TESTING
MODERATED 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.
TESTING
MODERATED USER TESTING
TESTING
MODERATED USER TESTING
TESTING
MODERATED 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
TESTING
RESULT
22% increase in requests
TESTING
MODERATED USER TESTING
TESTING
RESULT
?
TESTING
COMBINED TESTING
TESTING
COMBINED TESTING
ELEVATING CONVERSIONS
WHICH PAGE DESIGN WORKED BETTER?
A B
TESTING
RESULT
310% increase in conversions
ELEVATING CONVERSIONS
WHO SHOULD TEST
EVERYONE
THANK YOU
@clayewi
@topfloortech
THANK YOU

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Little Things Mean a Lot - The Importance of Usability Testing

  • 1. LITTLE THINGS MEAN A LOT JUNE 3, 2014 THE IMPORTANCE OF USABILITY TESTING
  • 2. 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
  • 3. 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 KONNOR
 DIRECTOR OF DIGITAL DESIGN
  • 4. ABOUT YOU • B2B? • B2C? • E-COMMERCE? • ANY UX TESTING EXPERIENCE? A SHOW OF HANDS PLEASE
  • 6. “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
  • 8. 22 35 26 17 18 29 22 24 1313 2120 2007 2010 2012 Ease of conversion Ease of use
 (usability) Security and
 confidence Confirmation of action TOP USER COMPLAINTS FOR WEBSITES USER EXPERIENCE
  • 9. SOMEBODY DOES SOMETHING YOU WANT THEM TO DO Page Visits x Conversion Percentage = Results 10,000 x .03 = 300 WHAT IS A CONVERSION?
  • 10. 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
  • 11. SEARCH PPC PR ADVERTISING CONTENT MARKETING SOCIAL ELEVATING CONVERSIONS
  • 12. PUBLIC
 RELATIONS PAID SEARCH MARKETING
 AUTOMATION BRAND
 AWARENESS GETTING MORE TRAFFIC CONTENT
 MARKETING SEARCH SOCIAL OFFLINE
 MARKETING
  • 13. • Expensive • When budget ends, efficacy can end • Over-optimization leads to less qualified users GETTING MORE TRAFFIC THE DOWN SIDE
  • 14. SEARCH PPC PR ADVERTISING CONTENT MARKETING SOCIAL ELEVATING CONVERSIONS
  • 15. • 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 OPTIMIZATION WHY OPTIMIZE USABILITY?
  • 16. 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
  • 17. • 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
  • 19. 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
  • 20. • GOOGLE CONVERSION GOALS • FUNNEL VISUALIZATION • GOAL FLOW • NON-GOOGLE ANALYTICS METHODS ANALYTICS ELEVATING CONVERSIONS WHEN TO TEST
  • 21. ELEVATING CONVERSIONS WHICH PAGE DESIGN WORKED BETTER? A B
  • 22. • 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 TESTING TYPES OF TESTING
  • 23. 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
  • 24. TESTING A-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
  • 26. TESTING A-B-N TESTING EXAMPLE • 6% increase in banner CTR • 21.3% increase in visitors that reached the 
 shopping cart
  • 31. TESTING MULTIVARIATE 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
  • 32. TESTING MULTIVARIATE TESTING IMAGE 1 HEADLINE ONE IMAGE 1 HEADLINE TWO IMAGE 2 HEADLINE ONE IMAGE 2 HEADLINE TWO
  • 33. familiar top nav Telephone contact & Request for demo brief headline simple instructions stock photo of happy person at computer TESTING MULTIVARIATE TESTING Three column layout
  • 34. 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
  • 35. Less copy worked better Visual parity to online ad
  • 37. TESTING UNMODERATED 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
  • 40. TESTING MODERATED 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
  • 43. TESTING MODERATED 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.
  • 46. TESTING MODERATED 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
  • 52. ELEVATING CONVERSIONS WHICH PAGE DESIGN WORKED BETTER? A B