usability & web analytics
Post on 14-Sep-2014
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DESCRIPTION
Talk from D4DBoston--Drupal Design Camp 2011- how measuring and optimizing usability of conversion paths leads to higher conversions. Best practices for creating easy to navigate conversion paths, testing conversion, and implementing Google Website Optimizer Drupal module.TRANSCRIPT
Measuring Usability
Christina Inge
D4D Boston 2011
Your Visitors Are Telling You Something People don’t send emails complaining about
usability Absent formal usability studies, visitors’ online
behavior is the main indicator that your site has usability issues
Poor usability means fewer conversions (actions you wish visitors to take, such as purchasing, signing up, downloading content)
People get “lost” on your site, don’t know what actions to take, get confused among too many choices, walk away
Don’t Do This:
LotofStuff.com Check out products to Order, Browse our Products, or Get a Quote today.
Or, visit our Partner Site, and Order Partner Products
Visit Our Cause Page to support our causes
Or find out more about them here
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Browse
Price
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Causes
Do Something Closer to This:
ClearNavigation.com
Products
Causes
Contact
Welcome to ClearNavigation.com. We like you.
Weekly special:
New Products:
Cause update: We raised over $10K with our Walk for the Community, benefittinglocal schools:
Even Your GA Dashboard Has Valuable Data
Context Context = Meaning
Every metric only has meaning in the context of: Norms of field/industry Norms for your customers Metrics can vary widely in what’s OK depending on
industry: Bounce rate Visitor loyalty Recency
Content Overview: A Rich Source of Usability Data
Are People Going Where They Should Go?
Navigation
Are People Getting Stuck Somewhere?
When You’re Doing eCommerce
Usability
Is Usability the Issue? Don’t jump to conclusions A lot of factors influence conversions:
Source Time of day Seasonality Price/offers Etc
That said, if you think you have a usability problem, you probably do
Getting Closer to the Usability Answers On-site analytics Visit recordings Testing of Usability Elements
Limit Options
Clear Path
Usability is (somewhat) Contextual Acceptable
level of nav options can be high when people expect high number of choices: News eCommerc
e Services Education
News
eCommerce/Shopping
Services
Website Optimizer
Website Optimizer – Step2
Website Optimizer-Step3