which search bar do you prefer? (“i’m searching for” vs ... · 02-04-2016 · which search...

ROUND 1 CLICK TEST - SEARCH VS LOOKING TEXT

Which search bar do you prefer? (“I’m searching for...” vs “Search”)

A/B test

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ROUND 1 RESULTS - CLICK TEST - SEARCH VS LOOKING TEXT

Which search bar do you prefer?

RESULTSUsers preferred “I’m looking for” over “Search” by a margin of two to one.Users had an easy time finding the Search fields.

RECOMMENDATIONGo with “I’m looking for”; no further testing needed.


Clicks Heatmap

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ROUND 1 CLICK TEST - SEARCH FIELD PLACEMENT

Which search bar do you prefer? (placement of search fi eld)

A/B test


ROUND 1 RESULTS - CLICK TEST - SEARCH FIELD PLACEMENT

Which search bar do you prefer? RESULTSUsers preferred the higher Search field placement over placement in the navigation bar by a margin of two to one.Users had an easy time finding the Search fields.

RECOMMENDATIONGo with the higher placement; no further testing needed.


Clicks Heatmap

ROUND 1 CLICK TEST - CONTINUE BUTTON

Where would you click to go to the next screen? Click/heatmap test


ROUND 1 RESULTS - CLICK TEST - CONTINUE BUTTON

Where would you click to go to the next screen? RESULTSUsers quickly found both Continue buttons easily. The upper button got slightly more attention than the lower button.Keep both buttons as they were both highly used.

RECOMMENDATIONThe button placements and color change are working well and don’t require further testing.


Clicks Heatmap

ROUND 1 CLICK TEST - EDIT CART

Where would you click to edit your cart? Click/heatmap test


ROUND 1 RESULTS - CLICK TEST - EDIT CART

Where would you click to edit your cart? RESULTSTwo-thirds of users successfully found the Return to Cart text link, but it took twice as long as it did to find the Continue and Pay buttons in similar tests.One-third of users clicked around the card information field and the upper left screen area, perhaps due to the similarities in spelling “cart” and “card.”

RECOMMENDATIONThough editing the cart is a secondary function of this screen, it is an important user option. Test a new version with a slightly enhanced edit cart text link that doesn’t take too much focus off the primary functions of entering credit card information and clicking Continue.


Clicks Heatmap

ROUND 1 CLICK TEST - PURCHASE BUTTON

Where would you click to complete the purchase?

Click/hatmap test


ROUND 1 RESULTS - CLICK TEST - PURCHASE BUTTON

Where would you click to complete the purchase?

RESULTSUsers quickly found the Place Your Order button. Almost 100% of users clicked on it.

RECOMMENDATIONThe button placement and color change are working well and don’t require further testing.


Clicks Heatmap

ROUND 1 CLICK TEST - BROWSE VS CREATE ACCOUNT

Which checkout method would you choose?

Click/heatmap test


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ROUND 1 RESULTS - CLICK TEST - BROWSE VS CREATE ACCOUNT

Which checkout method would you choose? RESULTS75% of users preferred the “Browse” option over the “Create account” option.Users had an easy time finding the buttons.

RECOMMENDATIONOffer both the “Browse” and “Create account” options.


Clicks Heatmap

ROUND 1 FIVE-SECOND TEST - CREDIT CARD INFO

1. What’s most prominent on the page? 2. Remember anything else?

Five-second impression test


ROUND 1 RESULTS - FIVE-SECOND TEST - CREDIT CARD INFO

1. What’s most prominent on the page? 2. Remember anything else? RESULTSAbout 50% of users initially remembered the credit card forms. On follow up, about 25% more remembered the forms. Overall about 75% remembered the form.About 30% of users initially remembered the logo. On follow up, about 15% more remembered the logo. Overall about 45% remembered the logo. (Though it’s possible some people considered the logo as “page chrome” and noticed but didn’t note it.)

RECOMMENDATIONAlthough branding is important, the prominence of the logo in the purchasing process should be lessened. Some online retailers, like Amazon, do this. And their logos are usually less prominent to begin with. Test a new version with smaller branding and more emphasis on action labels (“Enter credit/debit information” etc).


Text-response question Text-response answer word cloud

1. What’s most prominent on the page? 2. Remember anything else? First answer Second answer

Logo 22 Billing form 28Continue button 5Shopping cart 4

Logo 9 Billing form 14Continue button 0Shopping cart 4

ROUND 1 FIVE-SECOND TEST - SHIPPING INFORMATION

1. What’s most prominent on the page? 2. Remember anything else?

Five-second impression test


ROUND 1 RESULTS - FIVE-SECOND TEST - SHIPPING INFORMATION

1. What’s most prominent on the page? 2. Remember anything else? RESULTSAbout 25% of users initially remembered the billing forms. On follow up, 25% more remembered the forms. Overall about 50% remembered the form.About 33% of users initially remembered the logo. On follow up, about 13% more remembered the logo. Overall about 46% remembered the logo. (Though it’s possible some people considered the logo as “page chrome” and noticed but didn’t note it.)Overall about 33% of people noticed the shopping cart; about 20% noticed the Continue button; about 20% noticed the shipping options.

RECOMMENDATIONAlthough branding is important, the prominence of the logo in the purchasing process should be lessened. Some online retailers, like Amazon, do this. And their logos are usually less prominent to begin with. Test a new version with smaller branding and more emphasis on action labels (“Enter credit/debit information” etc).


Text-response question Text-response answer word cloud

1. What’s most prominent on the page? 2. Remember anything else? First answer Second answer

Logo 21 Billing form 16Continue button 10Shopping cart 12Breadcrumb 4Shipping 3

Logo 8 Billing form 15Continue button 3Shopping cart 9Breadcrumb 1Shipping 8

USER SURVEYS, ESSENTIALHARDWARE.COM

Overall Results and Recommendations

No more testing recommended1. Users greatly prefer “I’m looking for” over generic “Search” language. • Use “I’m looking for”; no further testing needed.

2. Users greatly prefer the Search field separated from the navigation bar. • Keep the Search field as a separate unit; no further testing needed.

3. The action buttons (“Continue” and “Place Your Order”) were quickly and easily identified by users. • No further testing needed.

4. Users greatly prefer to “Browse” rather than to “Create a new account”. • Consider changing Create to be a screen/modal view at the end of the purchase process where users can opt to save all information and automatically create an account.

More testing recommended5. The prominence of the logo and tagline during the checkout process is getting too much of the users’ attention: we want them focused on completing their purchase first and foremost. • Test a new version with less emphasis on the logo and more emphasis on action labels (“Enter credit/debit information” etc).

6. About 33% of users had difficulty finding the link to edit their cart. • Enhance the edit cart text link slightly. While it’s not a primary function, it is important to users.


which search bar do you prefer? (“i’m searching for” vs ... · 02-04-2016 · which search...

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