Website UsabilityWhat is it?

Viviana TalledoWeb Marketing Strategist

A website’s ability to achieve the visitor’s purpose and

deliver a successful user experience

Many times visitors use a website not as it was intended

A little bit about me:Viviana Talledo

Web Marketing Strategist and Master Certified SEO|Web Analytics

In these slides, I share my experience on:• Running a Web Usability Study • How usability helps to increase website conversions

Why is Usability Important?• It’s a condition of survival for websites• If difficult to use people leave• If fails to show its purpose people leave

Don’t let that happen!

“Five seconds may seem like a short time, but in fact it is more than enough time for a website visitor to determine if there is enough quality in your website to stay, or to leave potentially never to return. ” http://www.usefulusability.com/5-second-test/

Does your site have good usability?

Is it doing its job?

Testing for Usability

Un-moderated testing

Moderated testing

Before doing the study….

•Make sure to set up goals:

User goals & Business goals

What does your business want to accomplish?

Capture & Track your Business Goals

• Create a Web Analytics Marketing Model• Tracks if site is helping achieve business goals• Challenge your self and be an Analyst Ninja…

Business Objectives Website Strategy /

Goals KPI's Target Segments

1 Increase VisitorsIncrease number of

visitors from Organic% of visitors from

organicTBD % increase (month-

to-month)Geographic location/ By

device

From Weddings From Meetings

% of visitors planning a wedding-meeting Demographic

2 Increase EngagementIncrease social media

shares/Referrals# of social media shares/Referrals

TBD % increase (month-to-month)

Facebook, Twitter, Google +, LinkedIn, Trip

Advisor.

Provide valuable

content on website Visit duration per pageTBD % increase (month-

to-month)New vs Returning

visitors

3 Generate RevenueIncrease Macro

conversion revenue

AOV/Revenue from Reservations- Meetings-

WeddingsTBD % increase (month-

to-month)

Traffic Sources ( search, direct, referral, PPC)

Increase Micro

conversion revenue

Total economic value of Micro conversions (#

clicks-packages, specials, etc)

TBD % increase (month-to-month)

Traffic Sources ( search, direct, referral, PPC)

Acquisition

Behavior

Outcomes

http://www.marketmotive.com/training/component/comprofiler/userprofile/vtalledo

http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/

Web Analytics Marketing Model

…

• What do they want to accomplish? Go to the site and navigate as if you are the user

Ask yourself: what are the most important things a user must be able to accomplish on this site?

What is missing?

… How about your visitors?

This will help you write the questions used in testing Study the audience to figure out what their goals are to meet their expectations

http://bit.ly/1d0LsTz

How do you create a website usability test?

• Task scenario makes the tester perform an activity on the site

• With the goal to engage tester with the website interface

• Must be realistic & actionable• Watch what works or fails on the site• Collect data for analysis

Create "Task Scenarios" for Testers

Task Scenarios Tips

Make it realistic– User goal: Browse product offerings and purchase an item.– Poor task: Purchase a pair of orange Nike running shoes.– Better task: Buy a pair of shoes for under $40.

Make it actionable– User goal: Find movie and show times.– Poor task: You want to see a movie Sunday afternoon. Go to www.fandango.com and tell

me where you’d click next.– Better task: Use www.fandago.com to find a movie you’d be interested in seeing on

Sunday afternoon.

Avoid clues– User goal: Look up grades.– Poor task: You want to see the results of your midterm exams. Go to the website, sign in,

and tell me where you would click to get your transcript.– Better task: Look up the results of your midterm exams.

http://www.nngroup.com/articles/task-scenarios-usability-testing/

Analyzing Test Results

• Analyze test data– Understand which goals are being met– Understand which goals are not being met and

why– Use web analytics tools to confirm if users are

using the website in expected ways or not– Come up with recommendations for

improvements

Test Results Example • Where do users click to go to the wedding picture gallery ?

• 90% of visitors clicked on the wedding tab instead of gallery tab

• Recommendation: Move/copy wedding gallery to the wedding page

Visitors expected to find wedding images on the

wedding page, not in the media gallery page

www.yoursite.com

Presenting Test Results• Create separate reports for– Internal teams (design, programming teams)• Present request for improvements

– External customers• Present improvements

• Convince audience that changes are necessary• Use web analytics data to support your conclusions• Present problems and recommendations for improvements

Test Results Improvements

•Back up data with analytics•863 sessions increased in Gallery

•Added Gallery tab on Wedding page

Conclusions

• Usability is critical to a website's success– It takes only 5 seconds for visitors to determine if your

website is worth it or not– Do a Usability Study and make it worth their time

• Ensure your website aligns with your– Visitor goals– Business goals

• Usability testing requires good planning, execution, and presentation of results

• Track improvements using web analytics tools

Useful Resources

• Nielsen Norman Group Consulting– http://www.nngroup.com/articles/task-scenarios-

usability-testing/• Avinash Kaushik – Market Motive– http://www.kaushik.net/avinash/digital-marketing

-and-measurement-model/• Books– Krug, Steve. “Don’t Make Me Think – Website

Usability”. Berkeley, CA: New Riders, 2014. Book.