testing mobile content
DESCRIPTION
Creating a mobile content strategy requires understanding your users and user scenarios, as well as business objectives for your mobile apps and websites. Knowing if your mobile content is effective means you need to test your content. Testing content seems complicated, expensive and impossible for most Web teams—that is a fallacy.In this practical session, we will talk about:- Creating a mobile content strategy- Creating user scenarios- Testing mobile content easily and cheaply- Translating your findings to recommendationsTRANSCRIPT
04/11/2023 Web Content Chicago, 2011
Testing Mobile Content: Paradigms
for SuccessAhava Leibtag
WebContent 2011@ahaval #wccon
04/11/2023 Web Content Chicago, 2011
Aha Media Group, LLC
04/11/2023 Web Content Chicago, 2011
SHALL WE PLAY A GAME?
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Today’s Strategy
• Mobile landscape• Creating a mobile content strategy• Creating user scenarios• Testing mobile content easily and
cheaply• Making the case for mobile content
testing
04/11/2023 Web Content Chicago, 2011
MOBILE LANDSCAPE
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Mobile Content Strategy?
• Only 33 % of companies now have a mobile marketing strategy.
• 62 % of businesses plan to launch a mobile marketing strategy over the next 12 months.
• 12% of a company’s marketing spend is on mobile.
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How we are using them
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Have we gone mad?
Given a list of things (including cosmetics, their car, their passport, their phone and their sense of smell) and told they could only save two, 53% of those aged 16-22 and 48% of those aged 23-30 would give up their own sense of smell if it meant they could keep an item of technology (most often their phone or laptop).
04/11/2023 Web Content Chicago, 2011
04/11/2023 Web Content Chicago, 2011
04/11/2023 Web Content Chicago, 2011
04/11/2023 Web Content Chicago, 2011
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CREATING A MOBILE CONTENT STRATEGY
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Content Strategy Basics
Content strategy has 2 major goals:1. Align your content with your business goals2. Help your users accomplish their goals
04/11/2023 Web Content Chicago, 2011
04/11/2023 Web Content Chicago, 2011
Tying Content Strategy Together
Business
Strategy
Content
Revenue
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Questions: Mobile Content Strategy
1. How will it provide ROI?2. Create valuable content3. How is it delivered? How do they
find it?4. When/how often/why do you
change it?
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CHALLENGES IN MOBILE ENVIRONMENTS
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Ginny says….
“Every communication is a conversation mediated by technology.”
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Major Mobile Challenges?
1. Small Screen Real Estate2. Navigation Aggravation3. Fluid vs. Fixed Environments4. Task Orientation Changes
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Awesome cosmic powers, itty bitty living space
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Big Straw Love
Web Content Chicago, 2011
04/11/2023 Web Content Chicago, 2011
100% home page Too simple
Mobile Home Page Design Continuum
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Navigation Aggravation
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FIXED VS. FLUID ENVIRONMENTS
FIXED FLUID
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TASK ORIENTATION CHANGESFIXED FLUID
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What Type of Conversation?
• Task focused
• Information focused
• Distraction focused
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USER SCENARIOS
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Learning about our users
•Contextual inquiries (field research)•User interviews•Focus groups•Baseline usability tests•Surveys•Diary studies
Web Content Chicago, 2011
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Lisa
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Lisa’s Scenarios
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Marcus
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Marcus’ Scenarios
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Abigail
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Abigail's Scenarios
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04/11/2023Web Content Chicago, 2011
Home
Locations
Our Story
Recipes
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TESTING MOBILE CONTENT
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Testing Methods & Data
Testing Methods–Usability testing
–5-second impression
–In the field testing
Data–Surveys
–Web Analytics
–Eye-trackingWeb Content Chicago, 2011
04/11/2023 Web Content Chicago, 2011
STEP 1Determine business critical pages
or parts of the app.
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Step 2Determine how you are defining
valuable content.
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Step 3
Determine when to test. (Hint: every stage)
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Step 4
Choose a testing method.
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Image credit: Nick Bowmast
Web Content Chicago, 2011
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Eye-Tracking Mobile User Experiences
http://www.youtube.com/watch?v=iqSh6Hkwo_4
Web Content Chicago, 2011
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Go where they are IN USE
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Rules: Effective Mobile Content Testing
• Use an iterative approach with small user numbers who are in the user scenario environments
• Use moderated usability testing to test (test the content, not the site or app)
• Ask direct questions about the content and let users talk about their impressions from there
04/11/2023 Web Content Chicago, 2011
04/11/2023 Web Content Chicago, 2011
04/11/2023 Web Content Chicago, 2011
MAKING THE CASE FOR MOBILE CONTENT TESTING
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• Feedback from real, representative users of your product
• Are we meeting user’s needs & wants and time constraints?
• Improve design and content
Usability + Content Testing = Feedback
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DESTROY THE CULTURE