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How to plan and conduct user testing in order to improve usability and thus increase conversion rate of a website.
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04/07/2023 1
RAISING THE RATE OF CONVERSION THROUGH OPTIMIZATION BY CONDUCTING USABILITY TESTS WITH USERS
ECOMTEAM 2014
DARKO ČENGIJA
USABILITY SPECIALIST, UX PASSION
[email protected] - @darkoche
04/07/2023 2
BETTER USABILITY ⬇
HIGHER CONVERSION
ECOMTEAM 2014
DARKO ČENGIJA
USABILITY SPECIALIST, UX PASSION
[email protected] - @darkoche
04/07/2023 3
WHY SHOULD YOU SIT HERE FOR ANOTHER 90
MINUTES?
04/07/2023 4
I’m going to show you how to increase conversion by improving the usability.
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WHO AM I?
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04/07/2023 7
2009 2010 2011 2012 2013 2014
Usability specialist
Information Architect Interaction Designer
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WHAT IS
USER EXPERIENCE?
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WHAT IS
USABILITY?
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• The international standard, ISO 9241-11, provides guidance on usability and defines it as:– The extent to which a product can be used by specified
users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use.
• Usability is about:– Effectiveness– Efficiency– Satisfaction
• Good usability is invisible when good
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WHAT ISCONVERSION?
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• Conversion is– The percentage of users who take a desired action.
• A desired action may be– Buying your product– Signing up for the newsletter– Downloading free trial– …
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SO HOW ARE USABILITY
AND CONVERSION
RELATED?
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• “In 2013, e-commerce sites averaged around 3% conversion rates
• “…when we measure success rates in usability studies, websites often score around 80%.”*http://www.nngroup.com/articles/conversion-rates/
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• If, let’s say, a website has 4% conversion rate and 80% usability success rate…
• …it means that 20% of users who come to the website wouldn’t know how to do something even if they wanted to
• By improving usability and nearing it to 100% success rate, you would automatically increase the conversion to 5%.
04/07/2023 22
HOW TO INCREASE
USABILITY?
04/07/2023 23
Ethnographic research
Participatory design
Focus group research
Surveys
Card sorting
Paper prototyping
Expert evaluation
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Ethnographic research
Participatory design
Focus group research
Surveys
Card sorting
Paper prototyping
Expert evaluation
USABILITY TESTING
04/07/2023 25
DESIGN THE TEST SCENARIOS
DESIGN THE SCREENER
CONDUCT TEST SESSIONS
SCORE THE TASKS
MAKE RECOMMENDATIONS
04/07/2023 26
DESIGN THE TEST SCENARIOS
DESIGN THE SCREENER
CONDUCT TEST SESSIONS
SCORE THE TASKS
MAKE RECOMMENDATIONS
➣
04/07/2023 27
DESIGN THE
TEST SCENARIOS
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DESIGN
TEST SCENARIOS
RED ROUTES
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Design test scenarios – red routes
Every website has few main functionalities that give the users the highest value
– Every website also has other functionalities that can stand in user’s way of achieving the goal.
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http://outhouserag.typepad.com/gizmos/2008/01/the-hitachi-240.html#more
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Design test scenarios – red routes
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Design test scenarios – red routes
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Design test scenarios – red routes
Red routes will be your most likely candidates for test scenarios
04/07/2023 37
Design test scenarios – red routes
Scenario should be defined as
– A complete activity– Specific and measurable– Describes what users do,
not how to do it
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Design test scenarios – red routes
“On the Vodafone website, find the smartphone and tariff that suits you most, and then purchase them.”
“You have an apartment you want to rent to tourists. Register your apartment on the Airbnb website.”
“Using the IMDb application on your mobile device, rate any movie and add it to your watchlist.”
04/07/2023 39
Design test scenarios – red routes
Scenarios consist of steps– There are “main flow”
steps and “secondary” steps
04/07/2023 40
Design test scenarios – red routes
“Find the full list of mobile internet plans”“Find basic information about a plan”“Find detailed information about the plan”….
“Find the login area on the Airbnb website”“Recover the lost password”“Login with the new password”“Change the price of…”
04/07/2023 41
Design test scenarios – red routes
Scenarios may overlap– You will most likely test
more than one scenario
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Design test scenarios – red routes
One test session can consist of multiple scenarios
– If the scenarios are short, the participant can cover more than just one
04/07/2023 43
• Red routes will be your most likely candidates for test scenarios
• Scenario should be defined as– A complete activity– Specific and measurable– Describes what users do, not how to do it
• Scenarios consist of steps • Scenarios may overlap• One test session can consist of multiple
scenarios
Design test scenarios – RECAP
04/07/2023 44
DESIGN THE TEST SCENARIOS
DESIGN THE SCREENER
CONDUCT TEST SESSIONS
SCORE THE TASKS
MAKE RECOMMENDATIONS
✔
➣
04/07/2023 45
DESIGN THE SCREENER
04/07/2023 46
04/07/2023 47
DESIGN THE SCREENER
PERSONAS
48
http://onscreencars.com/tv/the-homer-the-car-built-for-homer/
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http://assets.nydailynews.com/polopoly_fs/1.450204!/img/httpImage/image.jpg_gen/derivatives/landscape_635/alg-gordon-ramsay-jpg.jpg
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Design the screener - personas
There’s no “average user”
– You have to know whom you’re designing for
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https://blog.kissmetrics.com/wp-content/uploads/2012/01/business-personas-for-mobile-phones.png
53
https://blog.kissmetrics.com/wp-content/uploads/2012/01/business-personas-for-mobile-phones.png
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Design the screener - personas
Persona is– A short and engaging
description of some key group of users
– Not a description of one single user
– Not a description of an average user
– A description of a stereotype of a group of users
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Design the screener - personas
Key characteristics– Persona description focuses
on key characteristics, not average ones
– Differences between personas should be those characteristics relevant to the design
– Personas are based on interviews
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Design the screener - personas
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Design the screener - personas
• The users you want to bring to your test sessions are your personas.– Once you know your
personas characteristics, you can design a screener.
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Design the screener - personas
…Are you on a postpaid plan or a prepaid plan?
- postpaid scenario A- prepaid scenario B
…How often do you use “My Telekom” page to check your account or pay the bills?
- weekly or more often stop the interview- monthly or more rarely proceed to the next
question….
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• There’s no “average user”• Persona is a description of a stereotype of
a group of users• Personas have “key characteristics”
– Knowledge about personas must come from interviews with users
• The users you want to bring to your test sessions are your personas
Design the screener – RECAP
04/07/2023 63
DESIGN THE TEST SCENARIOS
DESIGN THE SCREENER
CONDUCT TEST SESSIONS
SCORE THE TASKS
MAKE RECOMMENDATIONS
✔
➣
✔
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CONDUCT
TEST SESSIONS
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Conduct test sessions
First contact– Greet the participant– Make sure there’s no
anxiety
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Conduct test sessions
Give them introduction– Is the session being recorded?– Why are they here?– You are testing the website,
not them– Explain what you are trying to
recreate– Explain your role– Encourage them to speak while
working
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Conduct test sessions
Relax the participant– Ask some easy questions
about them– Don’t push
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Conduct test sessions
Read them the scenario main task
– It’s useful to have it written down on a piece of paper
– Ask them to repeat the task in their own words
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Conduct test sessions
During the main flow– Keep your interventions to a
minimum– No direct help (unless absolutely
necessary)– Encourage them to think and
interpret by themselves– Ask them to remind themselves
of the task– Don’t interrupt the flow
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Conduct test sessions
Asking questions– Always ask open-
ended questions.– Don’t assume, ask!
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Conduct test sessions
During the secondary tasks– Focus is not so much on
participant’s ability to find the page (information) in question
– Secondary tasks indicate what is more or less relevant to users
– Set a time limit on each task– Usability issues related to
secondary task should be considered as having smaller impact
04/07/2023 74
Conduct test sessions
Closing the session– Sessions are usually about 60
minutes long– Take a couple of minutes to
recap– Ask about their experiences,
expectations being met, would they recommend the website?
– Don’t forget to take their information regarding the fee or for further contact
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• Make sure there’s no anxiety or stress• Explain why you are all here and what you
are supposed to do• Explain the main task (scenario)• Let them “fight” while doing the main
task• YOU. DON’T. READ. MINDS. Ask
questions.• Cover the secondary tasks• Gather as much feedback as you can
Conduct test sessions – RECAP
04/07/2023 76
DESIGN THE TEST SCENARIOS
DESIGN THE SCREENER
CONDUCT TEST SESSIONS
SCORE THE TASKS
MAKE RECOMMENDATIONS
✔
➣
✔
✔
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SCORE THE TASKS
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Score the tasks
Effectiveness– The percentage of users who can
correctly complete the task without external help.
• You can measure how difficult it was to complete the task:0 – no difficulties, 1 – some difficulties, 2 – major difficulties, 3 – show-stopper
– Disaster rate: the percentage of users who think they were correct, but they weren’t
– The percentage of tasks completed in the first attempt
– How many times did users ask for help
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Score the tasks
Efficiency– Average time to
complete the task– Time needed to relearn
functionalities– Time needed to
complete the task compared to an expert
– Time needed for a beginner to reach the expert level
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Score the tasks
Satisfaction– Average result from the questionnaire– Ratio between positive and negative
adjectives in describing the website– The user’s subjective opinion about
the quality of the output– The percentage of users who would
recommend the website to others– The percentage of users who think
this website is easier to use than the competitor’s
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Score the tasks
SUS score– System Usability Scale (SUS), released by John
Brooke in 1986, and it has since become an industry standard.
– The SUS is a 10 item questionnaire with 5 response options:
• 1. I think that I would like to use this system frequently.• 2. I found the system unnecessarily complex.• …• 10. I needed to learn a lot of things before I could get
going with this system.
– The response format is• 1 – strongly disagree, 2, 3, 4, 5 – strongly agree
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Score the tasks
SUS score– Scoring SUS
• For odd items: subtract one from the user response.• For even-numbered items: subtract the user responses
from 5• This scales all values from 0 to 4 (with four being the
most positive response).• Add up the converted responses for each user and
multiply that total by 2.5. This converts the range of possible values from 0 to 100 instead of from 0 to 40.
– The average SUS score from all 500 studies is a 68. A SUS score above a 68 would be considered above average and anything below 68 is below average.
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Score the tasks
Read more about SUS score– http://www.measuringusability.com/sus.php– http://www.usability.gov/how-to-and-tools/metho
ds/system-usability-scale.html
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• You can measure any (combination) of the three usability components– Effectiveness– Efficiency– Satisfaction
• Choose wisely – There’s no point in gathering data which you
don’t know what to do with
Score the tasks – RECAP
04/07/2023 87
DESIGN THE TEST SCENARIOS
DESIGN THE SCREENER
CONDUCT TEST SESSIONS
SCORE THE TASKS
MAKE RECOMMENDATIONS
✔
➣
✔
✔
✔
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MAKE RECOMMENDATIONS
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Make recommendations
Now it’s time to transform numbers into something useful
– Identify:• Tasks that did not meet success
criterion• User errors and difficulties• Sources of (reasons for) errors
– Prioritize problems = severity + probability of occurrence
• Severity: 4 – unusable, 3 – severe, 2 – moderate, 1 – irritant
• Frequency: 4 – >90%, 3 – 50%-90%, 2 – 10%-50%, 1 – <10%
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Make recommendations
Coming up with recommendations– Take a break for few days, focus on
something else before going back to the data
– Understanding the problem is 90% of the solution
– The design team should be an integral part of this process because
• There’s no “one right answer”• You need a buy-in
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Make recommendations
Report findings– Written report, highlights video
• In case of a report: identify an issue, provide screen shot, explain why it was an issue, describe a solution
– Focus on solutions that will have the widest impact
– Ignore “political considerations”– Provide both short-term and long-term
recommendations– Know that the report only has value if someone
actually reads it• Describe the findings “straight to the point”
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DESIGN THE TEST SCENARIOS
DESIGN THE SCREENER
CONDUCT TEST SESSIONS
SCORE THE TASKS
MAKE RECOMMENDATIONS
✔
✔
✔
✔
✔
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LET’S RECAP
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Q&A ?
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THANK YOU
• Body– ParagraphUX Passion
Horvatovac 23
HR-10000, Zagreb
www.uxpassion.com
+385 99 338 9941