Discover Your Website's Top Tasks with Usabilla
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This document discusses how the software Usabilla can be used to discover a website's top tasks by tracking user behavior and collecting feedback. It provides instructions on setting up Usabilla to measure key metrics like task completion rates. The document also presents example results from Usabilla studies, showing the most common tasks users perform and conversion rates for different pages on the Scarlet telecom website. It concludes by recommending that websites keep tasks simple, collect feedback over time from actual users, and use the insights to optimize pages.
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Discover Your Website's Top Tasks with Usabilla
- 1. Discover your website’s top tasks with Usabilla
- 2. 2015 © Humix, all rights reserved 2@HumixBE
- 3. Web optimization 2015 © Humix, all rights reserved 3@HumixBE
- 4. Top tasks 2015 © Humix, all rights reserved 4@HumixBE
- 5. Usabilla & Toptaken 2015 © Humix, all rights reserved 5@HumixBE
- 7. Speed vs Background 2015 © Humix, all rights reserved 7@HumixBE
- 8. Set up 2015 © Humix, all rights reserved 8@HumixBE
- 9. Results 2015 © Humix, all rights reserved 9@HumixBE
- 10. Top tasks & profile insight 2015 © Humix, all rights reserved 10@HumixBE
- 11. Top tasks & profile insight 2015 © Humix, all rights reserved 11 Vrouwen Vrouwen, niet werkend Mannen Mannen, werkend @HumixBE
- 13. Optimization self service-pages 2015 © Humix, all rights reserved 13@HumixBE
- 14. Set up 2015 © Humix, all rights reserved 14@HumixBE
- 15. Results 2015 © Humix, all rights reserved 15 7 days, 10% sampling @HumixBE Times Viewed 914 Times Completed 446 Conversion 49%
- 16. Expectations 2015 © Humix, all rights reserved 16@HumixBE
- 17. Results 2015 © Humix, all rights reserved 17 7 days, 10% sampling @HumixBE Times Viewed 1937 Times Completed 243 Conversion 13%
- 18. Take Aways • Keep it simple & to the point • You don’t get info from non-users • Spread answers over a period 2015 © Humix, all rights reserved 18@HumixBE
Notas do Editor
- Humix is a team of webanalists and UX-ers we analyse the behavior, opinions and needs of users to optimize applications, websites and webshops. And to make sure they achieve the goals they were developed for and to convert. I tend to refer to us as the psychologists of the digital world, we try to look into the heads of users. Our customers typically come to us with questions such as: the subscription form on our website doesn’t bring in enough new subscribers to our newsletter. We then go on a search together with our customer to find out what causes this and how we could fix it. We do this by finding the answer to questions such as: Is the subscription form on the right place? What do you promise to your visitors? Are you asking the right questions? You don’t need a physical address to send a digital newsletter. This is like being asking for your Identity Card to be able to pay for your clothes at the cashregister.
- Optimization is all about making your website or application achieve what it was build for. The only way to do that is to find the match between what you have to offer and what your users, customers or visitors are looking for. Search for the why What do people really come for to your website? Asking questions outside the use context gives you often “appropriate behavior” or how it should be
- You need to take your users by the hand to get them what they are looking for fast and efficient To be able to do so you need to focus your interface on the top priority tasks and discover what they are. Often they are not what you expect, think about the reasons why you go to the website of your city, probably not to see who’s in the mayor’s office but to see when the dump area is open or the local library. But determining what those key tasks are isn’t always that easy, depending on what you know already about your web audience and how big your website is you will need to start by establishing a long list and bring that back to a short list or you will be able to start from a short list. Depending on the situation you will need to combine online questionnaires with offline interviews or not.
- The best way to discover top tasks, either establish your long list or focus in your short list, is by asking visitors of your website what they came to do when they enter your website. When you are establishing a long list you will need to ask an open question and have your visitors fill in their answer. Of course this will cost more time to analyze and to distract a list of tasks. If you allready have a short list you can ask a simple closed question What did you come here for, with the list of tasks to choose from and maybe the option other. To be able to do this you need a flexible tool that attracts the attention of your visitors without being anoying and is so easy to use visitors will have the feeling it is less trouble to answer the questions then to just close the pop-up. Usabilla seems an ideal tool for this and the results seem to be rather addictive, since it becomes so easy to just ask your users…
- There were many assumptions about the way people consume online news. Things like speed is the most important factor and there are users who have our website open the whole day and are constantly “F5-ing” to keep up to date with the latest news were said by different people internally. On the other hand they knew that people expect and respect the public broadcaster for their background information and credibility. To be able to answer better to the needs of the current visitors and attract more new users we needed to get a better idea of what users really find important and expect when they visit the website deredactie.be. Next to a set of in-depth interviews we also set up an online top task questionnaire with Usabilla on the website. A clear note was made here that this would only bring insights about our current users and not about why people currently miss and don’t come to our website. This information (amongst others) we got from the in-depth interviews.
- We really wanted to find out a lot of information, what are the main reasons expectations outside the topics, why people were coming to the news site of the VRT. We also wanted to discover if we could connect these reasons to classic profile factors such as age, gender, social class, etc. since these are still used in the goals set for the website. We set-up a Slide-out questionnaire Shown immediately to the visitors when arriving on the website, this to really capture their intention The first slide out consisted out of the 2 most important questions, Why did you come to the website? With different default answer options such as Quick overview of the latest news Main points Live reporting Video Background … And “other” People could check multiple reasons The second question was “how often do you visit this website” this was also an important question for us, since we expected that the frequency of visit could have an impact on these reasons for visit After capturing answers to our key questions we invited users keep on helping us and fill out some more questions on the next pages of the slide out Since the slide out was rather big and intrusive we showed it only once to the visitors
- Answers came in rather quick we gathered +2000 answers within the first 2 hours, this website has an average of 390000 visits per day. Since we wanted to gather feedback over a longer period of time to limit the influence of external factors such as “the news” and time of day and week, we then setup sampling to 10% of the visitors After 1 week: 20.003 forms were filled-in, 12% conversion 8000 also filled out the extra questions, which gives a conversion of 5% The extra questions contained typical profile questions, a question about which types of news sources they currently use, what they expect from a good news source and what they find important when using a news source. Since we found these questions more important than the profile questions we asked them first, to make sure that we would capture as much important info as possible also when users dropped out.
- Top tasks: quick overview of the most recent news & an overview of the important news. 43% of the visitors come more than once a day to the website, the GA figures show that multiple times a day is 2 à 3 times a day and not more. Conclusions drawn from this research such as that want an overview of recent news but that they also expect that the editorial team will make a distinction between the important news and the rest. Also came from the in-depth interviews, which also taught us that people just expect news to be “up to date” and they don’t want a news feed to be filled with faits divers. Also speed is important but relevance and reliability are more important.
- We found little to no difference in these kind of high level tasks based on the classic profile factors. Conclusion: profiling of “The Flemish audience” is more logic based on intentions such as wanting to learn more, always up to date, fun, discovering etc than based on classic profiling factors especially if we want to use this to adjust what and how we bring news to the audience. This exercise is part of a bigger project where VRT is rethinking the way they want to fulfill their assignment of “informing the citizens of Flanders”. Based on these insights new formats are currently being developed and will be tested in the near future.
- We were asked to help Scarlet in the improvement of their self service pages, these should help their customers to find answers to the most common questions they have and manage their accounts and usage. The aim is to lower the amount of calls to the call center without lowering on service. There was little to no insight into what the users came to do on the service pages and with what kind of questions people called to the service desk. Since this is a task based environent, nobody goes to service pages to amuse themselves, it is even more important to focus on the key tasks and to help visitors to get where they need to be as fast and efficient as possible. We need to find a balance between focusing on frequent tasks and not hiding less frequent tasks to much. To gather insights in the top tasks we set up a questionnaire in the existing environment with Usabilla. After this first campaign we launched a second one that focused more on the visitors expectations.
- Here we used a full-survey in overlay, triggered again when people arrived at the service pages. In this case we first asked some basic profile questions and finished with the “Why did you come here question” next to the tasks from the short list users could also tick “others” and fill in what they came for. We ran the test in 2 languages Dutch & French, we used 2 invisible buttons, one for each language
- Toptaken: Check invoices Check mobile usage Change personal information Check fixed phone usage Others (118 pp): Activate simcard Request automated incasso Change subscription Fix problems Cancel account According to Scarlet: Usage Invoices Request options Change information
- These results show that it is really important to keep your questionnaire simple, the more effort it costs the lower your conversion rate. The most important problems on the website turn out to be locating the contact info and the login procedure The insights out these questionnaires gave us together with visitors data from GA quick insight in what users come to do. We are currently working on limiting the original “Feature list” to the features users are waiting for and not what Scarlet thought they needed. The next step is we will work put a new information architecture and wireframes that translate our insights into new screendesigns for the back office.