Websites > Website Audit > Usability Testing
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Usability Testing
Here is a Usability Test conducted on this website's usability.
Consultant Ron Giles Date Oct 21, 2009 The quality of the user experience is the most important factor in buying decisions made on the Web. Not price. Not reputation. Not security. Project. Website-consultant Test website URL. www.website-consultant.co.nz Copyright © 2009 - Zeald Ltd - Commercial and In Confidence Introduction Why even test for usability? The research is clear: The quality of the user experience is the most important factor in buying decisions made on the Web. Not price. Not reputation. Not security. Until you have tested your site for usability, you are losing business! Successful e-commerce sites like Amazon, eBay, and Microsoft spend millions on continuous usability testing; but you can get great results for just a small investment. Contents Scenario 3 Tasks 4 Demographics 5 Test 1: ******** 6 Test 2: ******** 8 Test 3: ******** 10 Summary 12 Action plan 13 Scenario The first step in any user test is to outline the task that we would like our users to attempt to complete. Demographics The scenario for the test The mindset that the user testers should have. Examples: • "Pretend that you need to purchase a printer." • "Pretend that you have a vacation coming up, and you want to go somewhere relaxing." Pretend you are interested in getting a website Tasks Use the description template or create your own list of tasks. Tasks The tasks: These are the tasks that user testers should perform on your website (written so that they can be completed in roughly 15 minutes). Example 1: www.forsalebyowner.com 1. Look for a property that you like. 2. Use the calculator to figure out what your monthly payments would be. 3. Did you find the information you needed? 4. Would you use this site again? Example 2: www.dwb.org 1. You have just inherited $1,000 and you’ve decided to donate it to help needy children. Is this organization a worthy recipient? Example 3: www.gifts.com 1. Search Google for gifts. You'll find two websites at the top: www.gifts.com and www.redenvelope.com. 2. Use both of these sites to find an appropriate gift for a friend. 3. Once you have found a good gift on both sites, please answer these two questions: 1) Which site did you prefer? 2) Why? (please explain with examples) Description template: - Look at the site for five seconds. Then look away and answer these two questions (without peeking!): (1) What do you remember? (2) What do you think the site is about? - Try to find a website service that's right for you. - After you've found it, go through the process of acquiring it (but do NOT click the final "SUBMIT ORDER" button). - Did you find what you were looking for? - If this wasn't a test, would you have made an enquiry? Why or why not? - Think of something else you'd like to accomplish on the site, and try to do it. Demographics Please delete the options that are not relevant. Demographics Characteristics Gender: • Any (use best tester) Age: • Any (use best tester)• Country: • Any (use best testers) Yearly Household Income: • Any (use best testers) • $40k – $100k+ Expertise with computers and the Web: • Any (use best testers) Technology requirement (Optional) Tell user testers if they need to meet a certain technology-related requirement. Examples: • "Only accept this test if you use Windows Vista" • "Only accept this test if you have a Facebook account." Users will then self-select if they match that requirement. None Test 1: Test summary Written Summary ________________________________________ http://www.website-consultant.co.nz User tester: eleatham Date: October 20,2009 What would have caused you to leave this site? • I may have left this site because it looked very cluttered with text formatted in different ways and if I'm looking to get a website made them the website that I'm on should be a reflection of the designer's knowledge of layout and design in some form. What other ideas do you have about how this site could be improved? • I would take some of the fonts and make everything more uniform. Some of the graphics weren't very clear making it look kind of unprofessional so I get different graphics may be put a border around them. I would also take the links that are to the right and categorize them somehow. And instead of having all the text right underneath the navigation bar I may replace some of that by moving the boxes they are and maybe adding two more boxes that take me to other things. I would also make these boxes all uniform with the same large font as the heading in the same font as the text etc. and so on. • On some of the other pages on the left boxes I may put some different things like links or even contact information as you could barely see contact mailing unless you scroll down a ways and looked for. I think the site colors and everything looks fine it's just the layout and navigation is just too confusing and doesn't have any real flow. So I would make it flow a bit better. What did you like about the site? • I like the site colors and I think it would work if some of the design made a little bit more sense with the layout. • Re: the task questions. • Did I find what I was looking for? I did but it was still fuzzy. • If this wasn't a test would you have made an inquiry? I really don't think I would've because if I'm looking for someone to design my site, I don't expect their site to be perfect but it should also be a reflection of their skills. So if the site seems hard to navigate or is just too busy with different size fonts and the layout is off and pictures are fuzzy, then I won't inquire. Anything else you would like to say to the owner of the site? • Thank you for the opportunity of reviewing your site, I really hate when I have to give the criticism that maybe a bit harsh, however I think I would be doing an injustice if I wasn't honest. Good luck with your site. Test 2: Test summary http://www.website-consultant.co.nz User tester: smntra Date: October 20,2009 What would have caused you to leave this site? • not seeing anything that clearly attracts my attention. too much information in some ways and not enough in others What other ideas do you have about how this site could be improved? • People want to know what the bottom line is. What is free? What are you charging for. If I am a business owner that wants to develop a website, I want to see "If you are a business owner wanting to develop a web site, CLICK HERE' What did you like about the site? • Lots of information available, looks like you have links to informational articles that may be helpful. Anything else you would like to say to the owner of the site? • I don't know what your hook is, what makes you unique and why I would choose your services above others Test 3: Test summary http://www.website-consultant.co.nz User tester: Jeff.cpa Date: October 20,2009 What would have caused you to leave this site? • Nothing would have caused me to leave this site. • Note that ordering services required a person to person contact with the site owner. This might have discouraged SOME people. • Initially, I thought that I could order a "package" of services, such as website optimization by going through a shopping cart checkout system. I might have more quickly made a purchase decision if I could simply order via a form. • I certainly understand the need to have an initial live consultation given the professional expertise offered. What other ideas do you have about how this site could be improved? • There is an incredible amount of information included on the site. Perhaps a visitor simply wishing to order help with his/her site doesn't need or want all the info. So, perhaps the amount of text could be reconsidered and reduced. • A technically oriented website owner or potential website owner would find the site ideal as the information IS so comprehensive. What did you like about the site? • I work in quantitative and technical areas and found the site very appealing. • The ability to convey concepts is well-proven on the site. The caliber of consulting must be high. • The topics covered were very current...optimization and Bing are two subjects I hear constantly discussed. • The "audit" is a great idea. I wonder how much it would cost? Some site visitors might be hesitant to have a live conversation to find out? • The topic of "Loading Speed" was discussed. While this is always as important factor, I rarely see consulting services directly addressing it. So, this was great. • The testimonials were great and relevant. I always look for these affirmations on a site. • The topics were fresh and current. This is a field that moves very fast with new knowledge. • The author/owner appears to be very well-versed in communications - are there other people working for Mr. Giles? • The site's landing page displayed the topics at top right in the TOC that made it easy to locate an area where I had need of services. • The site promised better search engine rankings as a result of Mr. Giles consulting. Certainly, this claim is impressive. It is nice to see technology providers made such promises! • Philosphically, the author showed a willingness to share information. This is gracious and appreciated and will undoubtedly provide good will. Anything else you would like to say to the owner of the site? • Do you offer webinars? I've started using these and found them very helpful. • Methods of accepted payment? Didn't notice any comments here. I perhaps missed them. • Great site with a very personalized touch. The author obviously has exceptional internet skills. Summary Quite a variety of opinions and so not easy to get a consensus. This partly due to first reviewer being a Website Designer with fixed ideas on what makes a good website. Would probably eliminate such reviewers from similar tests in future as not impartial – there is only one way – my way! Second reviewer was very muddled in thinking and gave very little constructive feedback – suspect tester was someone not in the target market (maybe not currently employed and doing testing for income). Third reviewer loved everything about the website! The best feedback came from him as he felt Home Page was a bit cluttered and it was not clear how you went about requesting the free services. Although there was no real agreement, it is worth trying to address some of the various issues raised by all three testers. Action plan Common issues & recommended solutions Now that we have identified all the potential problems with our website, the next task is for us to formulate the best solution to these problems. We then need to prioritise these as action points so that we focus our attention on those changes that will produce the greatest results. This will ensure we maximise our return on investment (ROI) Affected page Issues Recommended Solution Effect ranking Estimated cost to implement Home page User is confused about the cost of the services – even though they are shown as being free Make it more obvious that audit & brief are free 2 Free Home page Two users thought Home Page was cluttered Cut out lower testimonials 3 Free Home page One user thought articles would be better in column box Try taking articles from rh column and put in box in main column 3 Free Home page Two users thought free domain name not of interest – maybe business owners would not be interested Remove domain name offer from Banner – put in middle rh column. Revamp initial headline to target business owner 4 Free Home page One user did not like mixture of size of text – done to emphasise certain headlines/calls to action Try making all copy same size, apart from Headings 5 Free Enquiry page Users confused on how to obtain services. One thought they had to buy them so were looking for Buy button; another thought link to Contact Us page did not seem right Make it clear Contact Us page is right way to obtain services by adding text on Enquiry form. Later – use Form Builder to develop specific form to be completed for each service wanted so no confusion (suggestion from Hamish) 2 Free (Cost for Form Builder later?) SEO Page User thought they would be interested in buying SEO services Make it clear we only offer SEO services to Zeald clients – demonstrate our expertise through articles but they have to have a zeald website to benefit from that expertise 5 Free Consultant Ron Giles Date Oct 27, 2009 The quality of the user experience is the most important factor in buying decisions made on the Web. Not price. Not reputation. Not security. Project. Website-consultant Test website URL. www.website-consultant.co.nz Copyright © 2009 - Zeald Ltd - Commercial and In Confidence Introduction Why even test for usability? The research is clear: The quality of the user experience is the most important factor in buying decisions made on the Web. Not price. Not reputation. Not security. Until you have tested your site for usability, you are losing business! Successful e-commerce sites like Amazon, eBay, and Microsoft spend millions on continuous usability testing; but you can get great results for just a small investment. Contents Scenario 3 Tasks 4 Demographics 5 Test 4: ******** 6 Test 5: ******** 8 Test 6: ******** 10 Summary 12 Action plan 13 Scenario The first step in any user test is to outline the task that we would like our users to attempt to complete. Demographics The scenario for the test The mindset that the user testers should have. Examples: • "Pretend that you need to purchase a printer." • "Pretend that you have a vacation coming up, and you want to go somewhere relaxing." Pretend you are interested in getting a website Tasks Use the description template or create your own list of tasks. Tasks The tasks: These are the tasks that user testers should perform on your website (written so that they can be completed in roughly 15 minutes). Example 1: www.forsalebyowner.com 5. Look for a property that you like. 6. Use the calculator to figure out what your monthly payments would be. 7. Did you find the information you needed? 8. Would you use this site again? Example 2: www.dwb.org 2. You have just inherited $1,000 and you’ve decided to donate it to help needy children. Is this organization a worthy recipient? Example 3: www.gifts.com 4. Search Google for gifts. You'll find two websites at the top: www.gifts.com and www.redenvelope.com. 5. Use both of these sites to find an appropriate gift for a friend. 6. Once you have found a good gift on both sites, please answer these two questions: 1) Which site did you prefer? 2) Why? (please explain with examples) Description template: - Look at the site for five seconds. Then look away and answer these two questions (without peeking!): (1) What do you remember? (2) What do you think the site is about? - Try to find a website service that's right for you. - After you've found it, go through the process of acquiring it (but do NOT click the final "SUBMIT ORDER" button). - Did you find what you were looking for? - If this wasn't a test, would you have made an enquiry? Why or why not? - Think of something else you'd like to accomplish on the site, and try to do it. Demographics Please delete the options that are not relevant. Demographics Characteristics Gender: • Any (use best tester) Age: • Any (use best tester)• Country: • Any (use best testers) Yearly Household Income: • $40k – $100k+ Expertise with computers and the Web: • Any (use best testers) Technology requirement (Optional) Tell user testers if they need to meet a certain technology-related requirement. Examples: • "Only accept this test if you use Windows Vista" • "Only accept this test if you have a Facebook account." Users will then self-select if they match that requirement. No website designers or website developers to conduct these tests Test 4: Test summary Written Summary ________________________________________ http://www.website-consultant.co.nz User tester: scotthochmuth Date: October 27,2009 What would have caused you to leave this site? • I would have spent a good 30-40 minutes reading all of the good content that this site had to offer. I can see following that up with a free consultation. What other ideas do you have about how this site could be improved? • Since the goal of the site is to get a free consultation or review started - I would have a large button to click to highlight that this is the next step. What did you like about the site? • It seemed to be rich with information and left me with a sense that I have found a real expert in designing a website that really gets the job done - not just looks nice. Anything else you would like to say to the owner of the site? • I was still unclear of the connection between the consulting service and the web design service. Test 5: User tester: petewoods46 Date: October 27,2009 What would have caused you to leave this site? • Nothing. I liked the free audit hook. What other ideas do you have about how this site could be improved? • Make the examples of client work more prominent - the best way to sell is by showing your portfolio. Make it clear about the relationship with Zeald.com - do you work for them or with them? What did you like about the site? • Simplicity of navigation and use. Anything else you would like to say to the owner of the site? • The biography rambles a bit - keep it more businesslike. Test 6: Test summary http://www.website-consultant.co.nz User tester: topxtra Date: October 27,2009 What would have caused you to leave this site? • Actually the most on this website is interesting, and not forcing me to leave the website. easy to understand and straigh-to-the-point. What other ideas do you have about how this site could be improved? • Please include the URL's of the testimonials websites. Why are they not shown? It doesn't make any sense to me. What did you like about the site? • The easy contact process about getting an appointment (physical or cirtually) was appealing, and very quick to do. Anything else you would like to say to the owner of the site? • Again, why don't you show the URL's of the testimonials websites? If they're properly audited/adjusted/created, there should be no reason not to show them. Summary Much more agreement between the Testers and the testers seemed more representative of the target market – specifying income range helped? Last tester lost the plot in a big way insisting site needed links to websites of Website Audit clients. Many of these websites are still non-zeald ones so why would we link to competitors’websites. Plus there are many arguments that you should not have outgoing links on your website. There was a valid point in having the urls of Zeald website references. Although not much wrong was found with the website, it is worth trying to address some of the various minor issues raised by the testers. Action plan Common issues & recommended solutions Now that we have identified all the potential problems with our website, the next task is for us to formulate the best solution to these problems. We then need to prioritise these as action points so that we focus our attention on those changes that will produce the greatest results. This will ensure we maximise our return on investment (ROI) Affected page Issues Recommended Solution Effect ranking Estimated cost to implement Home page User felt Get Consultation now should be in box top right – worth a try Do so 2 Free Home page One user thought website examples should be more prominent Place link below testimonials link 3 Free Home page One user thought should be able to buy a website online Explain Zeald process needs a consultation 3 Free Home page Two users not sure of link between Ron and Zeald Explain role of EBC 4 Free Enquiry page Users confused on how to obtain services. Hamish suggests separate Enquiry Pages for each product Use Form Builder to develop specific form to be completed for each service wanted so no confusion 2 TBA |