Learn how to easily get user insights &

push your conversion to the next level

Lenneke van der MeijdenTeCOMM Bucharest 21st of April

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Lenneke?lenneke?

What is Euroflorist?● We send flowers since 1974● Sell flowers through our Florist

network (9000 florists) and box products

● 1 billion SEK revenue (majority Online)

● 20 years experience in e-commerce● 19 sites in 12 countries and 8

languages

Who does conversion optimization?

Definition Conversion Rate Optimization

Gathering data

Quantitative data1. Google Analytics

what is

?

Gathering data

Quantitative data1. Google Analytics

Qualitative data2. Customer surveys

Gathering data Quantitative data1. Google Analytics

Qualitative data2. Customer surveys3. On-site surveys

Gathering data Quantitative data1. Google Analytics

Qualitative data2. Customer surveys3. On-site surveys

What is foundational to conversion optimization?Quantitative data1. Google Analytics

Qualitative data2. Customer surveys3. On-site surveys4. USABILITY TESTING

Do you know when we can speak about good usability?

What is usability?The concept of usability is defined by three components:

1. Effective The product works

2. EffiencyUser is able to perform the desired task

3. User satisfactionEnd-user is satisfied with the product

Usability check

Usability check

Usability check

Did they really test this?

Who is already doing usability testing?

When do you test?

How to start usability testing?1. Outsourcing2. In house testing

Step-by-step guido to usability testing: http://www.uxsisters.com/usability-testing-guide

Usability set up

Testing room Observation room

Usability equipmentWhen testing on desktop:

● Laptop + built in camera/ webcam● Recording software ● Quiet testing room● Fast internet connection● Optional: audio recorder● One interviewer● One person who’s welcoming the participants

Desktop vs. mobileDesktop:

● More focus on design● Spend more time● Often used for final

conversion ● Used at home(and work)

Mobile:

● More focus on ease and clearness

● Spend less time● Trustworthy even more

important● Often used for orientation

and collecting information● Used everywhere

Usability equipmentWhen testing on tablet or mobile you also need:

● Document camera● Tablet/mobile holder

Let’s test!

Any volunteers?

Wrap up findings

Usability check:

● What was (not so) effective?

● What was (not so) efficient?

● Would you feel as a user satisfied after visiting this website?

Kano Model

More info: http://www.kanomodel.com/

Inspiring website

http://www.etq-amsterdam.com/

Does the effort pays you off?

How usability gave our conversion a boost

+ 14,30%

How usability gave our conversion a boost

1. Involve multiple disciplines

2. Share your findings

3. Prioritize

4. Collaboration CRO

5. Iterative testing

5 Tips to get most out of usability testing

Good usability reads

● Usability checklist● Another usability checklist● Usability concepts● Step-by-step Guido usability testing ● Kano Model ● Top 10 UX research blogs

Thank you&

Happy testing!

Presentation:www.slideshare.net/LennekevanderMeijden