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whatusersdo
           Screen Pages’ Client Event
             27th September 2012
                  Lee Duddell



#screenpages @whatusersdo
So far…
 •   Content… what you say
 •   Search… how they find you
 •   Marketing… getting them to your site
 •   Fulfillment… getting product to them
 •   Analytics… what happens on your site


       This session is about the “WHY”


#screenpages @whatusersdo
We are…
• Europe’s leading user insight and testing service
• Capture ‘User Experience’ in videos (with users’
  voice)
• Mobile and Fixed Web tests (and both)




#screenpages @whatusersdo
Why…
 •   People leave your website for a competitor’s
 •   Your Home Page bounce rate is up
 •   One landing page works better than another
 •   People ignore your PPC ads
 •   Your cart abandonment is so high


     Usability testing reveals the “WHY”


#screenpages @whatusersdo
Usability testing …
• Watch users
• Completing tasks
• Hear what they think




#screenpages @whatusersdo
5 Usability Guidelines
1. Get your Home Page working

2. Check that Returns Policy

3. Optimise the registration process

4. Make you contact mechanism clear

5. Embrace the mobile user


#screenpages @whatusersdo
1. Home Page
MUST CONVEY:

- Who you are?
- Why you’re special?
- Where to start?


      IN COPY NOT JUST IMAGERY

#screenpages @whatusersdo
#screenpages @whatusersdo
#screenpages @whatusersdo
2. Returns Policy
MUST BE:
- Easy to find from any page
- Clear and concise
- Accessible for all – written by Marketing or a
  Lawyer?


   RETURNS IS A CONVERSION TOOL

#screenpages @whatusersdo
#screenpages @whatusersdo
3. Registration Process

Do you really need to enforce it?



 USERS EXPECT GUEST REGISTRATION



#screenpages @whatusersdo
4. Telephone number?

Make you contact number prominent

Explain why you don’t have a contact number


   THERE ARE PEOPLE BEHIND YOUR
              WEBSITE

#screenpages @whatusersdo
#screenpages @whatusersdo
5. Mobile

Do as little as you can for Tablets (e.g. remove flash)

Do more for Smartphones, if Analytics justifies the
  effort


      USERS RESEARCH ON PHONES

#screenpages @whatusersdo
#screenpages @whatusersdo
#screenpages @whatusersdo
Usability testing…


            Answers Why?

  Leads to double digit conversion
            improvement

#screenpages @whatusersdo
Getting started…




#screenpages @whatusersdo
Getting started…
                  planni
                    ng

                               concep
     live
                                  t




                           protot
        prelive
                            ype




     Plan in testing                    Define the test




     Select the panellists              Choose the devices




    Session                              Prioritised         Easily identifiable
    playback videos                      research insights   quick wins



#screenpages @whatusersdo
We are…
• Europe’s leading user insight and testing service
• Capture User Experience in videos (with users’ voice)
• Mobile and Fixed Web tests (and both)




#screenpages @whatusersdo
Thank you…
         “I would like to apologise for not being able to
       accomplish the tasks, no matter how hard I tried.”



           “I actually found the site very easy to use.”


  “Perhaps the online community could be made into a mobile
   site too. However, everything else is pretty straightforward
            and easy on the eye, and easy to browse.”


#screenpages @whatusersdo

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Whatusersdo

  • 1. whatusersdo Screen Pages’ Client Event 27th September 2012 Lee Duddell #screenpages @whatusersdo
  • 2. So far… • Content… what you say • Search… how they find you • Marketing… getting them to your site • Fulfillment… getting product to them • Analytics… what happens on your site This session is about the “WHY” #screenpages @whatusersdo
  • 3. We are… • Europe’s leading user insight and testing service • Capture ‘User Experience’ in videos (with users’ voice) • Mobile and Fixed Web tests (and both) #screenpages @whatusersdo
  • 4. Why… • People leave your website for a competitor’s • Your Home Page bounce rate is up • One landing page works better than another • People ignore your PPC ads • Your cart abandonment is so high Usability testing reveals the “WHY” #screenpages @whatusersdo
  • 5. Usability testing … • Watch users • Completing tasks • Hear what they think #screenpages @whatusersdo
  • 6. 5 Usability Guidelines 1. Get your Home Page working 2. Check that Returns Policy 3. Optimise the registration process 4. Make you contact mechanism clear 5. Embrace the mobile user #screenpages @whatusersdo
  • 7. 1. Home Page MUST CONVEY: - Who you are? - Why you’re special? - Where to start? IN COPY NOT JUST IMAGERY #screenpages @whatusersdo
  • 10. 2. Returns Policy MUST BE: - Easy to find from any page - Clear and concise - Accessible for all – written by Marketing or a Lawyer? RETURNS IS A CONVERSION TOOL #screenpages @whatusersdo
  • 12. 3. Registration Process Do you really need to enforce it? USERS EXPECT GUEST REGISTRATION #screenpages @whatusersdo
  • 13. 4. Telephone number? Make you contact number prominent Explain why you don’t have a contact number THERE ARE PEOPLE BEHIND YOUR WEBSITE #screenpages @whatusersdo
  • 15. 5. Mobile Do as little as you can for Tablets (e.g. remove flash) Do more for Smartphones, if Analytics justifies the effort USERS RESEARCH ON PHONES #screenpages @whatusersdo
  • 18. Usability testing… Answers Why? Leads to double digit conversion improvement #screenpages @whatusersdo
  • 20. Getting started… planni ng concep live t protot prelive ype Plan in testing Define the test Select the panellists Choose the devices Session Prioritised Easily identifiable playback videos research insights quick wins #screenpages @whatusersdo
  • 21. We are… • Europe’s leading user insight and testing service • Capture User Experience in videos (with users’ voice) • Mobile and Fixed Web tests (and both) #screenpages @whatusersdo
  • 22. Thank you… “I would like to apologise for not being able to accomplish the tasks, no matter how hard I tried.” “I actually found the site very easy to use.” “Perhaps the online community could be made into a mobile site too. However, everything else is pretty straightforward and easy on the eye, and easy to browse.” #screenpages @whatusersdo