Ch - 6

1. Ch – 6
Selecting Elements to Tune

2. How to think about test elements????
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Breadth of impact
Granularity
Sweep
Coherency
Audience segmentation
Longevity
Baggage

3. Breadth of Impact
• The Pareto Principle, also commonly know as
80/20 rule has been applied to a wide range
of disciplines and observations.
• It predicts that vital few 20% of something are
responsible for the vast majority (80%0 of the
results.

4. To determine what is vital and what is trivial?
Follow the guideline of looking for the widest
potential impact:
• Most Important conversion Actions
• Biggest Possible Audience
• Most Popular paths through your site
• Most Prominent parts of the page

5. Placing items above the fold is critical for the
awareness stage of the decision process. (
Since you can’t click on a link that you do no
even know exists.)

6. Granularity & Sweep
The granularity of your test elements is the
level of detail at which you will make changes
to your design.
Closely related to the granularity of a tuning
element is the notion of sweep.

7. Coherency
• Coherency is an overall sense of your design
“Hanging together.”
• It is clear to most Internet surfers withiin a
split second of clicking on al ink whether the
destination page has coherency.
• Low-coherency landing pages affect visitors on
an emotional level, and no amount of logic
will convince them to linger on them.

8. Selecting Elements To Tune
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Page Structure
Information Architecture
Presentation
Emphasis

9. Typical page structure testing
elements include:
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Size and contents of page header
Size and contents of page footer
Size and location of page navigation
Placement of trust symbols and credibility logos
Separation of page shell and navigation from
page content.
• Size and location of forms or other calls – to –
action
• Mirror images of key page sections.
• Single versus multiple columns

10. Typical information architecture
related test elements include:
• Self – selecting by role or by task
• Clear and distinct descriptive link text and
choices
• Sensible and prominent page titles
• Breadcrumbs or other context
• Consistent placement of all page elements
• Navigation
• Number of available choices presented
• Alternative navigation methods
• Cross linking to other key information

11. Typical presentation testing elements
include:
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Degree of detail
Writing format
Choice of input elements
Action format
Editorial tone of your writing
Use of alternative formats and modalities

12. Typical Emphasis testing elements
include:
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Amount of screen real estate devoted to an item.
Use of relevant images.
Image captions
Font sizes and font families
Font emphasis
Background color blocks or background images
Visual seperators
removal of distracting secondary information

13. Tuning Multiple –Page flows
• Systematic
• Connected
• Flexible

14. Timeless testing themes
• Less is more
• Personalize It
• Test the offer

15. Price Testing
• Qualitative Methods
• Quantitative Methods