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Customer behaviour insightsFind out what people really think of your site!

Presented by Paul Randallwww.evosite.co.uk

@paulrandall

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Creating exceptional digitalexperiences for 15 yearsWe have helped hundreds of organisations improve their eCommerce websites and digital products.

Established in 2001

Talented team of 30

Over 250 active clients

700+ web solutions delivered

Multi award winning agency

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Who am I?

● Senior UX Architect at Evosite● 10 year background in web industry● Watched hours of usability studies● Looking out for the customer!

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The objectives of today's talk...By the end of this session, you will be able to:

▪ Identify weaknesses on your site

▪ Conduct usability studies

▪ Make your website more profitable

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Let’s begin!

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Do you know what customers think of your site?

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Areas to investigatein analytics

● Landing pages● High traffic & high bounce rates● Exit pages● Checkout dropout

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Analytics tells you what, but, it doesn’t tell you why?

8.25sAverage attention span

17%Number of pageviews less than four seconds

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We don’t read pages. We scan them

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Omit needless words.

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Happy talk must die.

“Welcome to…”

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Instructions must die.

“Please select from the following…”

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If you want a great site, you’ve got to test it.

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Conducting usability tests

1.Identify

2.Test

3.Observe

4.Analyse

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1.Identify a visitor task

1.Identify

2.Test

3.Observe

4.Analyse

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2. Ask open questions

1.Identify

2.Test

3.Observe

4.Analyse

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3. Observe behaviour

1.Identify

2.Test

3.Observe

4.Analyse

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4. Create hypothesis

1.Identify

2.Test

3.Observe

4.Analyse

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Example test script1. [PRE-TASK QUESTION] You are looking to buy or rent your next property. What are the main features you look for when searching?

2. Where would you normally go to look for a property on the web? Stating your reasons for doing so. Now go ahead and do that.

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Example test script (cont)3. Now please visit this link: bit.ly/test and tell us about your first impressions of the company (have you heard of dealt with them before?) and first impressions of the site.

4. Start using the site to look for a property and as you do please say out loud what you are thinking.

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Example test script (cont)5. Is there enough information on the page for you to make a decision? What else would be useful?

6. Now please enquire about a property, but stop just before submitting the form (you don’t have to use your real details).

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Example test script (cont)7. Have you used any other property websites recently? If so how does it compare to any others you have used? Which did you prefer, please stating your reasons.

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A usability video

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Another usability video

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Videos tagged by importance

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Videos tagged by importance

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£30Cost of an unmoderated, remote usability test

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5People needed for a test

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5 minutes...▪ Identify high traffic

pages with a high bounce rate

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30 minutes... ▪ Conduct a usability test for a key task

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17%Improvement on lead capture form

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194%Improvement on lead capture form