Usability: Increasing Website Conversion

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Usability Increasing Website Conversion

• Marty Carroll

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What is usability?
Usability is the measure of the quality of the
user experience when interacting with a web
site                   
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What is usability?

• Trying to find information on a site
• Problems registering / logging in
• Determining a sites proposition
• Unable to determine the site structure
• Insufficient privacy / security assurances
• Issues navigating through a booking process

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Amazon
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The Times Whats a link?
4.
3.
5.
6.
7.
2.
1.
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The Times Whats a link?
YES
YES
NO
YES
NO
YES
NO
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Negotiating A Maze
ACTION
Other channels
Abandon
Abandon
Abandon
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Getting People To The Site

• Affiliate marketing
• Search engine marketing
• Email marketing

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• Organisations

• Customers

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Put simply Usability is about making it easier
for customers to do business with you
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April 2005
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The Benefits Of Usability
Increases Revenues? More transactions? Greater
transaction values? Higher advertising
revenues? Stronger brand equity
Decreases Costs? Less support costs? Higher
customer retention? Greater channel efficiency?
Reduced dev time / costs
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Case Study
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The Process
Create Prototype
Set Objectives
Research Audience
Test Prototype
Agency Handover
Usability Testing
Continual Improvement
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Set Objectives

• Workshops with key stakeholders
• Web analytics to determine current performance
• Review competitor offerings
• Agreed upon objectives for the site

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Research Audience

• Online Surveys (to capture demographics, intent
  and satisfaction)
• Focus Groups (to define user requirements)
• Personas
• Scenarios

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Demographics
Intent

• Type of visitor
• Purchase Frequency

Figures shown are percentages ()
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Research Audience

• Online Surveys (to capture demographics, intent
  and satisfaction)
• Focus Groups (to define user requirements)
• Personas
• Scenarios

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Personas
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Personas
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Personas
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Research Audience

• Online Surveys (to capture demographics, intent
  and satisfaction)
• Focus Groups (to define user requirements)
• Personas
• Scenarios

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Scenario Analysis
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Scenario Analysis
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Create Prototype

• Card Sorting (to define structure)
• Flowcharting
• Wireframe prototype

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Card Sorting
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Create Prototype

• Card Sorting (to define structure)
• Flowcharting
• Wireframe prototype

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Wireframing
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Create Prototype

• Card Sorting (to define structure)
• Flowcharting
• Wireframe prototype

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Test Prototype

• Usability testing in a lab environment
• Accessibility Audit
• Update prototype

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Usability Testing
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Test Prototype

• Usability testing in a lab environment
• Accessibility Audit
• Update prototype

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Accessibility Auditing
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Test Prototype

• Usability testing in a lab environment
• Accessibility Audit
• Update prototype

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Agency Handover
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Continual Improvement
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Results
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Higher customer satisfaction ratings
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Greater clickthroughs from the homepage
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Increased number of applications
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Accessibility scalability built in
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An award winning site
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Increased number of applications
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Thank You!Any Questions?

• Marty Carroll