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Find out why your users are leaving Alvin Chai, Netizen Testing

MaGIC Academy - Find Out Why Users Are Leaving

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Page 1: MaGIC Academy - Find Out Why Users Are Leaving

Find out why your users are leaving Alvin Chai, Netizen Testing

Page 2: MaGIC Academy - Find Out Why Users Are Leaving

Copyright © 2014 Netizen Testing Sdn. Bhd. All rights reserved. This document is for internal use only and is not to be released to industry organisations, the media or any third parties without prior written consent from Netizen Testing Sdn. Bhd.

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Topics To Be Covered Today 1. Introduction 2. Tool: Usability Testing 3. Case Studies 4. How to Prepare Test Plan 5. Conducting a User Test

Page 3: MaGIC Academy - Find Out Why Users Are Leaving

Copyright © 2014 Netizen Testing Sdn. Bhd. All rights reserved. This document is for internal use only and is not to be released to industry organisations, the media or any third parties without prior written consent from Netizen Testing Sdn. Bhd.

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Website Traffic Analytics

Page 4: MaGIC Academy - Find Out Why Users Are Leaving

Copyright © 2014 Netizen Testing Sdn. Bhd. All rights reserved. This document is for internal use only and is not to be released to industry organisations, the media or any third parties without prior written consent from Netizen Testing Sdn. Bhd.

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Why Are Users Not Converting?

Page 5: MaGIC Academy - Find Out Why Users Are Leaving

Difference Between Testing Methods?

Quantitative Qualitative Google Analytics (Traffic & Conversion Event Tracking)

Usability Testing (UX Testing)

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Usability Testing

• A method by which users are asked to perform certain tasks in an effort to measure the product’s user friendliness, task time, and how user feel about the usage experience.

• Think Aloud

Page 7: MaGIC Academy - Find Out Why Users Are Leaving

Copyright © 2014 Netizen Testing Sdn. Bhd. All rights reserved. This document is for internal use only and is not to be released to industry organisations, the media or any third parties without prior written consent from Netizen Testing Sdn. Bhd.

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In-Person Testing

2 Ways of Usability Testing

Remote Testing (online user testing)

Page 8: MaGIC Academy - Find Out Why Users Are Leaving

Copyright © 2014 Netizen Testing Sdn. Bhd. All rights reserved. This document is for internal use only and is not to be released to industry organisations, the media or any third parties without prior written consent from Netizen Testing Sdn. Bhd.

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1. Set up test questions 2. Look for participants

3. Arrange time to come in and availability of user and facilitator

4. Wait for everyone to finish

5. Collect test results 6. Analyse test results

7. Reporting

Conventional In Person Testing Cycle

3-4 weeks

Page 9: MaGIC Academy - Find Out Why Users Are Leaving

Copyright © 2014 Netizen Testing Sdn. Bhd. All rights reserved. This document is for internal use only and is not to be released to industry organisations, the media or any third parties without prior written consent from Netizen Testing Sdn. Bhd.

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(ii) Online Testing Cycle

1. Test Instruction

2. Testing with Users

3. Research & Analysis

1 week

Page 10: MaGIC Academy - Find Out Why Users Are Leaving

Copyright © 2014 Netizen Testing Sdn. Bhd. All rights reserved. This document is for internal use only and is not to be released to industry organisations, the media or any third parties without prior written consent from Netizen Testing Sdn. Bhd.

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What can be tested?

Page 11: MaGIC Academy - Find Out Why Users Are Leaving

What can be tested?

• Prototype Testing • Product Testing • Competitor Testing • A/B Testing • PPC, Marketing Campaign Landing Page • E-Commerce Checkout Process

Page 12: MaGIC Academy - Find Out Why Users Are Leaving

Copyright © 2014 Netizen Testing Sdn. Bhd. All rights reserved. This document is for internal use only and is not to be released to industry organisations, the media or any third parties without prior written consent from Netizen Testing Sdn. Bhd.

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Prototype Testing

Page 13: MaGIC Academy - Find Out Why Users Are Leaving

Copyright © 2014 Netizen Testing Sdn. Bhd. All rights reserved. This document is for internal use only and is not to be released to industry organisations, the media or any third parties without prior written consent from Netizen Testing Sdn. Bhd.

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Invisionapp.com

Prototype Testing

Page 14: MaGIC Academy - Find Out Why Users Are Leaving

Copyright © 2014 Netizen Testing Sdn. Bhd. All rights reserved. This document is for internal use only and is not to be released to industry organisations, the media or any third parties without prior written consent from Netizen Testing Sdn. Bhd.

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POP APP – Clickable Mobile Prototype

Page 15: MaGIC Academy - Find Out Why Users Are Leaving

Copyright © 2014 Netizen Testing Sdn. Bhd. All rights reserved. This document is for internal use only and is not to be released to industry organisations, the media or any third parties without prior written consent from Netizen Testing Sdn. Bhd.

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Testing on Competitors

Source: agoda.com; expedia.com.sg

Page 16: MaGIC Academy - Find Out Why Users Are Leaving

Copyright © 2014 Netizen Testing Sdn. Bhd. All rights reserved. This document is for internal use only and is not to be released to industry organisations, the media or any third parties without prior written consent from Netizen Testing Sdn. Bhd.

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Some Case Study…

Page 17: MaGIC Academy - Find Out Why Users Are Leaving

Copyright © 2014 Netizen Testing Sdn. Bhd. All rights reserved. This document is for internal use only and is not to be released to industry organisations, the media or any third parties without prior written consent from Netizen Testing Sdn. Bhd.

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navigation search product details

add to cart checkout payment

credibility

Page 18: MaGIC Academy - Find Out Why Users Are Leaving

Copyright © 2014 Netizen Testing Sdn. Bhd. All rights reserved. This document is for internal use only and is not to be released to industry organisations, the media or any third parties without prior written consent from Netizen Testing Sdn. Bhd.

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• For videos seen during the workshop, you can visit http://blog.netizentesting.com/category/e-commerce/

Video Illustration

Page 19: MaGIC Academy - Find Out Why Users Are Leaving

Copyright © 2014 Netizen Testing Sdn. Bhd. All rights reserved. This document is for internal use only and is not to be released to industry organisations, the media or any third parties without prior written consent from Netizen Testing Sdn. Bhd.

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Navigation Menu

Source: http://luvclo.com/

Page 20: MaGIC Academy - Find Out Why Users Are Leaving

Source credits: http://eshop.tesco.com.my/

Add to Cart

Page 21: MaGIC Academy - Find Out Why Users Are Leaving

Source credits: http://eshop.tesco.com.my/

Add to Cart

Page 22: MaGIC Academy - Find Out Why Users Are Leaving

Save for Later

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Payment

Intimate Pay Pay the bill for your love ones

Alipay.com (i.e. paypal, ipay88 of china)

Source credits: Alipay app

Page 24: MaGIC Academy - Find Out Why Users Are Leaving

Pay for love ones

Pay for my love

Pay for my child

Source credits: Alipay app

Page 25: MaGIC Academy - Find Out Why Users Are Leaving

Checkout

Lufthansa Mobile Website Malaysian vs German Users 2014

Source credits: Lufthansa website

Page 26: MaGIC Academy - Find Out Why Users Are Leaving

The Devil is in the detail

Page 27: MaGIC Academy - Find Out Why Users Are Leaving

Copyright © 2014 Netizen Testing Sdn. Bhd. All rights reserved. This document is for internal use only and is not to be released to industry organisations, the media or any third parties without prior written consent from Netizen Testing Sdn. Bhd.

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How to write a test plan?

Page 28: MaGIC Academy - Find Out Why Users Are Leaving

Test Plan

1. Task oriented

Source credits: airasia.com

Page 29: MaGIC Academy - Find Out Why Users Are Leaving

Test Plan

2. Non-leading questions Non-leading: Try to buy plane tickets for your family vacation. Leading: Press the red button and then click the 1st top left button with a airplane icon…

Page 30: MaGIC Academy - Find Out Why Users Are Leaving

In Person Test Session

1. Tester 2. Moderator 3. Observer

O

T M

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Tester

1. Think Aloud

2. Be 1000% Honest

3. It not testing your IQ

4. Give Suggestion

5. Say What You Like / Don’t Like

Page 32: MaGIC Academy - Find Out Why Users Are Leaving

Moderator 1. Tour guide

2. Interrupt only when necessary

3. Don’t answer questions for tester

4. Questions starting with “What” or “How” if tester becomes

quiet (e.g. What are you thinking, how do you feel about…?)

Page 33: MaGIC Academy - Find Out Why Users Are Leaving

Observer

1. Watch 2. Listen 3. Take notes

Page 34: MaGIC Academy - Find Out Why Users Are Leaving

Copyright © 2014 Netizen Testing Sdn. Bhd. All rights reserved. This document is for internal use only and is not to be released to industry organisations, the media or any third parties without prior written consent from Netizen Testing Sdn. Bhd.

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1. If you want a great product, you have got to test.

2. Testing is a repeating process. 3. Testing with 1 user is better than none. 4. Testing with 1 user is better than testing

with 100 users near the end. 5. Testing insights will allow you to make

better decision.

Facts to Remember

Page 35: MaGIC Academy - Find Out Why Users Are Leaving

1 billion websites

3 billion users

2.5 million apps

and still increasing..

The Internet now..

Page 36: MaGIC Academy - Find Out Why Users Are Leaving

All the best in your UX journey

QUANTITATIVE DATA Analytic Tools

QUALITATIVE DATA Usability Testing, Interviews

LinkedIn: [email protected] UX Before Marketing

Page 37: MaGIC Academy - Find Out Why Users Are Leaving

Copyright © 2014 Netizen Testing Sdn. Bhd. All rights reserved. This document is for internal use only and is not to be released to industry organisations, the media or any third parties without prior written consent from Netizen Testing Sdn. Bhd.

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List of list of UI design patterns http://ui-patterns.com/ http://www.lovelyui.com/ http://www.uiparade.com/ http://www.smileycat.com/design_elements/ http://patterntap.com/ Specifically for mobile Android http://www.mobile-patterns.com/ http://androidux.com/ http://www.androidpatterns.com/ iOS http://inspired-ui.com/ http://www.pttrns.com/

Additional Resources for UI designs

Page 38: MaGIC Academy - Find Out Why Users Are Leaving

All the best in your UX journey

LinkedIn: [email protected]

Page 39: MaGIC Academy - Find Out Why Users Are Leaving

Source Credits

• http://www.engadget.com/2014/11/25/3-billion-internet-users/

• http://www.techtimes.com/articles/15813/20140917/one-billion-websites-on-the-internet.htm

• http://thewebsitestore.net/six-common-e-commerce-site-mistakes/

• https://unsplash.com/