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This presentation will show you many techniques for increasing your profits by improving the user experience of your site. The slides aren't all self-explanatory. To see a video of the talk, visit http://www.conversion-rate-experts.com/usability-testing/
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What you’ll get from this talk
Tools for user testing.
15 common insights that user tests reveal.
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Tips for getting great insights from user tests.
I’m an idiot. He’s an idiot.
Something is wrong with the world
Designer User
He’s the idiot. I’m the idiot.
A be!er, more profitable view
Designer User
“If a user is having a problem,
it’s our problem”
Happy clients
Doubled sales
you When did
last run a user test?
user tests? Why should you run
現地現物
現地現物 Genchi Genbutsu = Go and See
現場
現場 Gemba = The Real Place
Whom to test on?
1. Yourself
2. Anyone you can find
3. Anyone qualified
4. Your visitors
5. Your customers
Card sorting
Unmoderated remote user tests
JoinGoToMeeting.com
Tips
Scripts
• Steve Krug’s script: http://www.sensible.com/downloads/test-script.doc
• Ethnio’s script: http://remoteresear.ch/moderator-script/
The best user tests leave you
in tears
Be Louis Theroux
Keep quiet. Ask later.
Things you see during user testing
The user making stupid mistakes
(=You being a stupid designer)
The “house-visitor” effect
Not scrolling
The user… • Completely misses the point • Hits a sticking point • Is unsure what you do • Doesn’t trust you • Isn’t interested • Is confused • Doesn’t believe your product’s claims • Isn’t convinced you’re better than the alternatives • Is worried about the risk • Wants to think about it. Is “still researching.”
Ten more obstacles we oen see during user-tests
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