Usability testing for conversion

Lee Duddellwhatusersdo.com

What is Usability testing?

Why it works?

How to do it

Examples

Usability testing is ...

... observing real people (WHO DO NOT WORK WITH YOU) using something.

So you can make it more usable and useful

(actually, so you can make it more profitable)

On average usability tested websites are 80% better

More than 83% of users are likely to leave a website if they feel there are too many clicks

“Usability testing is the most under-utilised CRO tool”

It’s common sense...

It’s really annoying when websites are difficult to use or confusing

The day we start working on a website is the day we lose the perspective of a user

You are not your users

People don’t behave how you expect (or want)

them to

It works!

Utility firm: Test each iteration for gotchas [“forehead slapping” moments]

Fashion retailer: Increased online sales by 5% [by simplifying product information]

Accountants: Increased enquiries by 40% [stopped fighting over the Home Page]

Where do I start?(p.s. it’s not hard)

5

First, read “Don’t Make Me Think” S. Krug and then...

DIY Office: Recruit participants, Hope they turn up, Sit with them, Watch them, Make notes, Share results with the team

DIY Coffee shop: guerilla testing.

Consultant/Lab: £5k minimum, lab with 2 way mirrors

whatusersdo.com

We’ve recruited a panel of UK internet users

1. You can set them tasks online

2. We record their voices and screens 3. You watch videos of their experience

Do I need to be an expert?

If you can afford a usability expert, get one.

BUT often it’s soooooo obvious.

Examples

Airline Sites

< 15 seconds to locate volcanic ash information

You can...

Test your website or a competitor’s

Decide what to MVT

See people search

Win new business

When to usability test...

Early and often

You can even do it on paper!

It’s a weapon...

Try it free (before the end of the week)

Voucher code: “wawmanc”

www.whatusersdo.com