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#RIC16
Increasing Engagement & Conversion Rates through User Testing
Carin van Vuuren
CMO, Usablenet
T: @carinvvuuren
#RIC16
“Usability only tells half of the story… To makea website that is useful and meaningful, you have to understand the needs and goals of your customers.”
— James Coston (Nomensa)
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89% of companies believe they are not doinga very good job at integrating user testing and analytics
—User Testing Blog (2014)
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Choosing the Right Research Methods
Planning & Execution
KPIs to Measure for Conversion Optimization and User Engagement
Actions to Secure Value Post-Testing
Beyond Usability: Increasing Engagement & Conversions through User Testing
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Choosing the Right Methods
Usability Testing User Testing
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What is User Testing?
PAINS
PLEASURES
CONTEXTS
BEHAVIORS
GOALS
TASKS
ACTIVITIES
EMPATHY
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Measuring Success
Increase User Engagement
How invested is the user?
Maximize emotional associations with product
EX: Increase likelihood of second order
Improve Conversion Rates
Existing KPIs (pre and post testing)
Benchmarks
Available Analytics
EX: Reduce Cart Abandonment
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Why Test?
internal bias
incorrect assumptions
who users are
what users need
YOU ARE NOT THE USER
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Actual Experience
Expected Experience
Why Test?
YOU ARE NOT THE USER
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What Do You Measure?
Internal Motivations
Personal history
Mood
Culture
Education
Perceptions
Emotions
External Factors & Contexts
Locations
Distractions
Movement
Devices
Relationships with Objects (omnichannel interactions)
Relationships with People (network/affinity groups)
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What Research Methods are AvailableBehavioral
Attitudinal
Quantitative
EvaluativeGenerative/Formative
Qualitative
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User Testing Methods
QUALITATIVE Interviews/Ethnography
Contextual Inquiry
Diary Studies
Card Sorting
Surveys (Long Response)
Usability Testing (Over-the-Shoulder)
QUANTITATIVE Surveys (Short Response)
Usability Testing (Remote)
Eye Tracking
Data Analysis
A/B Testing
Preference Testing
Benchmark Studies
Longitudinal Studies
Multichannel/Omnichannel Studies
Best Strategy: Combination of both types provides quality of contextual data and larger scale generalizability
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Before Development During Development Live Design
Goal Exploration Evaluation / Validation Measurement
Focus • User Needs• Current Solutions• Pain Points• Contexts
• What Is Working• Look and Feel• Usability• Communication
• Performance• Optimization• Meeting User
Expectations
Methods • Interviews• Focus Groups• Longitudinal Studies• User Interviews• Competitive Analysis• Benchmark Studies
• Card Sorting• Usability Testing (Remote
and Over-the-Shoulder)• Preference Testing• Prototype Testing
• Usability Testing (Remote and Over-the-Shoulder)
• A/B Testing• Benchmark Studies• Longitudinal Studies• Omnichannel Studies
Product Cycle
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Guiding Principles of UX Research
Peter Morville’s UX Honeycomb
Useful
DesirableUsable
Valuable
AccessibleFinadable
Credible
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Online testing
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Diary StudiesI used the tablet to show my daughter a video on you tube of how to make a rainbow loom bracelet. It is the latest craze with kids and it's a plastic weave that comes with tiny coloured elastic bands that you make into a bracelet. There are loads of videos on you tube that give instructions for making various designs. It's much easier watching someone rather than following the instructions.
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Interactive Prototype Testing (Lab)
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Planning & Execution: What You Need
Plan Lab Prototype Users
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Plan ahead
Consider # of Users
Test for your Target User
Record Your Sessions
Test/Retest Early and Often
Testing early reduces costs
Planning & Execution: Testing Tips
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Measuring Success: Picking KPIs
Increase User Engagement
Alerts
Shares
Favorite Items
Wishlists
Repeat orders
Improve Conversion Rates
Return customers
Bounce Rates
Cart Abandonment
Checkout Rates
Click through
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User research creates empathy for the user and reduces internal bias
The most effective research strategies employ both quantitative and qualitative methods
Research earlier in the development plan can minimize expensive changes later on
More testing means less failure after launch
Greater user engagement and conversion mean a higher return on investment
Key Takeaways
#RIC16
Questions?