After reading this, you'll be able to identify weaknesses on your site through Google Analytics and conduct usability studies to find ways of improving your site and making it more profitable.

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Customer behaviour insights
Find out what people really think of your site!
Presented by Paul Randall
www.evosite.co.uk
@paulrandall

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Creating exceptional digital
experiences for 15 years
We 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 investigate
in 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?

10. 8.25s
Average attention span

11. 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 script
1. [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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£30
Cost of an unmoderated, remote usability test

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5
People 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