You built it; is any one coming to your website? Are people successfully completing the tasks/goals? Is the website successful in meeting/exceeding the businesses/organizations goals? Many times, once a website is launched, that's it. Many times, these websites fail at meeting their intended goals. Find out how to gain insight into what's happening with your website, through website analytics, A/B Split testing, memory/navigational tasks and usability tests. This session will include demonstrations of these methods, including an actual live usability test. You won't want to miss this session if your interested in learning how to continually improve your (or your client's) website.

1. Gaining Insight for Website Improvement Dennis Deacon deconspray@gmail.com

3. Web Designer / Developer

4. Web Marketer / User Experience SpecialistUser Experience / Web Site Goals = My Passion dennisdeacon.com deconspray@gmail.com

5. PASSION

7. Start thinking of them as solutions to solving problems

8. Make you think, laugh

11. WHY

12. WHEN

13. WHAT

15. Happy with the results?

17. Know their website’s goals?

18. Are they successful?

20. Build it, and…

21. …they MAY not come.

22. WHY? Test? Analyze? Improve?

24. Usability vs. User Experience

26. Many sites now “get” usability

29. Requires little mental effort

30. Few mistakes , easily recoverable

31. Can do more, faster

36. After 10-minute wait, is told in the wrong place, needs to find another desk labeled “Online Receiving.”

37. Clerk who can’t wait for shift to end, sighs & says camera is out of stock.

38. Can buy a different camera, but needs to call 800 number to credit her original online purchase.

40. Looked good … had to go.

41. Visited restaurant, looking for carry out.

42. Looked for a menu, was told no carry out menu, go online.

43. Looked up restaurant’s website to view menu.

44. Website in Flash, Blackberry phone (early 2010), cannot view menu.

48. What they’re trying to do?

51. Tomorrow

53. WHAT Landing Pages“Any page that acts as an entrance / first impression to your content / web site / product.” — Dennis Deacon

56. Heatmaps

57. Scrollmaps

58. A/B Split Testing / Multi-Variant

59. Memory / Click Tests

61. Usability Testing

62. A/B Split Testing

63. Heatmaps

64. Scrollmaps

65. Memory TestsPersonal – Details High Level – Big Picture

67. Cannot answer why

69. Cannot answer why

71. Cannot answer why

73. Content/Feature Usage

74. Goal Funnel Visualization

80. Tests two or more versions of pages with small/large differences

81. Does not address Why or How

84. Variation page #1, #2, etc.

85. Goal page

86. Insert Javascript into pages, verify, then turn test on.

91. Can test if priority / emphasis is placed on the right element

93. Memory / Click Tests

94. Memory / Click Tests

95. Memory / Click Tests

97. Limit the testing to something specific (easily accomplished within five seconds)

98. Post-test questions should be limited to the focused observation at hand.

100. Immediate results

101. Time consuming

102. Resources intensive (manual)

104. What?

105. Who?

107. Now

108. The earlier the better

109. Don’t wait for final designs, or build phase.Test earlier, sketches on napkins is ok.

111. Your site…

112. Tasks that lead to existing goals

113. Other people’s sites

114. Sketches

115. Wireframes

116. High-fidelity Designs (Photoshop)

118. First, make sure the tester understands that they are not being tested, the website is.

119. The tester needs to think out loud as they use the website / perform tasks

120. If possible, record the session, so that you can focus on the moment, not taking notes.

121. Do not lead the tester.Anyone can test. However, designers/developers who designed/developed the site / application are less effective due to subjective thinking, coercion

122. Usability Testing Usability test Demonstration

124. Web form

125. Encountered after clicking Check Out button ……before entering their payment info.Email: Password: Log In Register Forgot Password?

127. Repeat customers could purchase faster

128. First time customers wouldn’t mind, for the benefit of making future purchases easier

129. Right?Wrong!

131. First time consumers…

132. Resented having to register “I'm not here to enter into a relationship. I just want to buy something.”

133. Couldn’t remember if they had shopped or registered before. Became very frustrated when each email and password combination failed.

135. Repeat consumers…

137. 45% of all customers had multiple registrations

138. 160,000 password reset requests per day

139. 75% of these people never tried to complete the purchase once requestedThe form, intended to make shopping easier, prevented sales - a lot of sales.

142. 45% increase in customer purchases

143. Increase in first month purchases: $15,000,000

145. Web Site Measurement Hacks (Book) — O’Reilly

146. Actionable Web Analytics (Book) — Sybex

148. clueapp.com

150. Rocket Surgery Made Easy (Book) — Krug

152. $300 Million Button — uie.com/articles/three_hund_million_button

153. 19 Lessons from United Airlines on How To Build A Crappy Survey — bit.ly/fwl99W