Whatusersdo presentation at Screen Pages client event Sept 2012

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

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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

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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

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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

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18. Usability testing…
Answers Why?
Leads to double digit conversion
improvement
#screenpages @whatusersdo

19. Getting started…
#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