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Website UsabilityWhat is it?
Viviana TalledoWeb Marketing Strategist
A website’s ability to achieve the visitor’s purpose and
deliver a successful user experience
Many times visitors use a website not as it was intended
A little bit about me:Viviana Talledo
Web Marketing Strategist and Master Certified SEO|Web Analytics
In these slides, I share my experience on:• Running a Web Usability Study • How usability helps to increase website conversions
Why is Usability Important?• It’s a condition of survival for websites• If difficult to use people leave• If fails to show its purpose people leave
Don’t let that happen!
“Five seconds may seem like a short time, but in fact it is more than enough time for a website visitor to determine if there is enough quality in your website to stay, or to leave potentially never to return. ” http://www.usefulusability.com/5-second-test/
Does your site have good usability?
Is it doing its job?
Testing for Usability
Un-moderated testing
Moderated testing
Before doing the study….
•Make sure to set up goals:
User goals & Business goals
What does your business want to accomplish?
Capture & Track your Business Goals
• Create a Web Analytics Marketing Model• Tracks if site is helping achieve business goals• Challenge your self and be an Analyst Ninja…
Business Objectives Website Strategy /
Goals KPI's Target Segments
1 Increase VisitorsIncrease number of
visitors from Organic% of visitors from
organicTBD % increase (month-
to-month)Geographic location/ By
device
From Weddings From Meetings
% of visitors planning a wedding-meeting Demographic
2 Increase EngagementIncrease social media
shares/Referrals# of social media shares/Referrals
TBD % increase (month-to-month)
Facebook, Twitter, Google +, LinkedIn, Trip
Advisor.
Provide valuable
content on website Visit duration per pageTBD % increase (month-
to-month)New vs Returning
visitors
3 Generate RevenueIncrease Macro
conversion revenue
AOV/Revenue from Reservations- Meetings-
WeddingsTBD % increase (month-
to-month)
Traffic Sources ( search, direct, referral, PPC)
Increase Micro
conversion revenue
Total economic value of Micro conversions (#
clicks-packages, specials, etc)
TBD % increase (month-to-month)
Traffic Sources ( search, direct, referral, PPC)
Acquisition
Behavior
Outcomes
http://www.marketmotive.com/training/component/comprofiler/userprofile/vtalledo
http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
Web Analytics Marketing Model
…
• What do they want to accomplish? Go to the site and navigate as if you are the user
Ask yourself: what are the most important things a user must be able to accomplish on this site?
What is missing?
… How about your visitors?
This will help you write the questions used in testing Study the audience to figure out what their goals are to meet their expectations
http://bit.ly/1d0LsTz
How do you create a website usability test?
• Task scenario makes the tester perform an activity on the site
• With the goal to engage tester with the website interface
• Must be realistic & actionable• Watch what works or fails on the site• Collect data for analysis
Create "Task Scenarios" for Testers
Task Scenarios Tips
Make it realistic– User goal: Browse product offerings and purchase an item.– Poor task: Purchase a pair of orange Nike running shoes.– Better task: Buy a pair of shoes for under $40.
Make it actionable– User goal: Find movie and show times.– Poor task: You want to see a movie Sunday afternoon. Go to www.fandango.com and tell
me where you’d click next.– Better task: Use www.fandago.com to find a movie you’d be interested in seeing on
Sunday afternoon.
Avoid clues– User goal: Look up grades.– Poor task: You want to see the results of your midterm exams. Go to the website, sign in,
and tell me where you would click to get your transcript.– Better task: Look up the results of your midterm exams.
http://www.nngroup.com/articles/task-scenarios-usability-testing/
Analyzing Test Results
• Analyze test data– Understand which goals are being met– Understand which goals are not being met and
why– Use web analytics tools to confirm if users are
using the website in expected ways or not– Come up with recommendations for
improvements
Test Results Example • Where do users click to go to the wedding picture gallery ?
• 90% of visitors clicked on the wedding tab instead of gallery tab
• Recommendation: Move/copy wedding gallery to the wedding page
Visitors expected to find wedding images on the
wedding page, not in the media gallery page
www.yoursite.com
Presenting Test Results• Create separate reports for– Internal teams (design, programming teams)• Present request for improvements
– External customers• Present improvements
• Convince audience that changes are necessary• Use web analytics data to support your conclusions• Present problems and recommendations for improvements
Test Results Improvements
•Back up data with analytics•863 sessions increased in Gallery
•Added Gallery tab on Wedding page
Conclusions
• Usability is critical to a website's success– It takes only 5 seconds for visitors to determine if your
website is worth it or not– Do a Usability Study and make it worth their time
• Ensure your website aligns with your– Visitor goals– Business goals
• Usability testing requires good planning, execution, and presentation of results
• Track improvements using web analytics tools
Useful Resources
• Nielsen Norman Group Consulting– http://www.nngroup.com/articles/task-scenarios-
usability-testing/• Avinash Kaushik – Market Motive– http://www.kaushik.net/avinash/digital-marketing
-and-measurement-model/• Books– Krug, Steve. “Don’t Make Me Think – Website
Usability”. Berkeley, CA: New Riders, 2014. Book.