Internet Marketing Podcast, Web Usability Blog – Intuitive Websites

Usability Testing

Testing your Website for usability is one the most important and overlooked things you can do to improve your site. This podcast presents advice and tools for gaining critical user insights.

Action Plan

1. Get Steve Krug’s book, “Don’t Make me Think”
2. Begin now with User Testing, even informally.
3. If your site is an important revenue or lead producer, invest in formal user testing, including analysis and reporting
4. Respond to issues identified by users!

 

 Standard Podcast [15:46m]: Play Now | Play in Popup | Download

Add comment November 28th, 2006

Shopper Friendly

The User Friendly Shopping Experience
Responses by Thomas Young, CEO Intuitive Websites to a Vistage.com interview.

When we speak of a user-friendly shopping experience, what does this entail?

Keep it simple and ask the prospect or customer. Don’t make assumptions, because most people are too close to their company to accurately see things through the eyes of their customers or prospects. How much do customers have to think about the process and accomplishing the details of their shopping and purchasing actions? Was it intuitive or clumsy? Users do not want to think too much, they simply want to get their needs met around buying and/or shopping. The easier the better!

Oftentimes, companies have a hard time making their complex offer simple. The results are a confusing process and barriers put in the way of a sale. For example, a confusing, difficult to use Website, will not produce sales effectively. Yet, this happens because many Websites are built without the proper research and planning, which includes understating the needs of the Website visitor. Your customers and prospects can describe what makes sense to them, why they buy and how to simplify your offer and shopping experience.

Another way of defining a shopping experience is to watch the shopper as they go about their activities either in a store or on a Website. These observations will define obstacles to the sale and motivators toward a sale.

How can a company determine whether they have holes in their shopping experience that potential buyers are falling through?

Watching customers and prospects and talking to them about their shopping experience is the best way to remove holes in the process. Also, research your competitors and their best practices. Look at your Website statistics, which are very revealing. An especially important page, is the most common exit page on your Website. Finally, mystery shopping is another way to find holes. Impartial, research professionals should go through the steps your customer follows and report on holes in the process and motivators that can be built upon to close the sale. A common hole on the Web is prospects waiting too long for email responses. This hurts sales and the company’s brand.

Provide an example of a poor shopping experience and how it could be improved.

On the Web, people respond well to navigation systems and action buttons. Also, the majority of Website users scan and do not read blocks of text. Websites that use a lot of written content, do not have static navigation systems or have hard to find clickable buttons do poorly converting visitors. Users also look for key content under photos or on the left side of the page. This will help the online shopping experience.

Putting important buttons below the fold also hurts online conversions. The area below the fold is the part of your Website that is below the user’s screen. What do users see above and below the fold on your Website?

Just because the IT or development team gets the Website and how it operates, does not mean your target market will understand how to use the site.

How can a company bring different areas (and often different teams internally) of shopping together to make a coherent experience again and again, no matter what your entry point? (From print advertising, to window displays, to online, to catalogs, to purchasing, to merchandising, store layout and ambiance, and packaging?)

The key here is consistency. All customers and prospects should be able to understand and recognize the company’s offering from any point of contact. It not only makes it easier to understand for the prospect, but it shows that you are a trustworthy company that is organized.

Another helpful idea is to write a tag line of 8-12 words that identifies your business offering accurately and leaves no doubt in the mind of your target market about what you are offering and how you can meet their needs. This tag line should be on all your materials. Here is an example:

Vistage.com: Enhancing the lives of CEOs, the world’s largest CEO membership organization. Better leaders, decisions and results.

I’ve heard that some stores maintain a haphazard look because that’s what their customer’s expect from a discount retailer (although this clearly doesn’t apply online). How would you respond to this thought?

I can’t think of any instance when this would be appropriate online or offline, unless you are trying to loose money.

Are there simple, basic rules to follow when creating a user friendly shopping experience?

On the Web, there are certain standards that are familiar to Web users. These standards can be seen on the large, ecommerce Websites that receive millions of visitors. Follow these standards online and you have improved the online shopping experience.

Here are just a few of these standards:

• Logo in upper left hand corner
• Consistent design throughout the site
• Static navigation system
• Easy to find search box that produces relevant results
• Contact information on every page
• Phone number in the top masthead
• Extensive use of photos and video if possible
• Scannable text
• Avoid flash and too many design elements

How do these rules apply to service providers and B to B?

They apply to both. Business to business customers may require more research and the Internet is an excellent resource tool. Have scannable content on the front-end pages and volumes of content on interior pages. Business to business prospects are looking for less complexity in their work lives just as they do in their personal lives. The shopping experience with your company should make things easier, not more difficult. We recently ran an email campaign that mentioned “no-hassle” and “make your life easier” promotions and conversions soared.

Give your customers and prospects a break and simplify your shopping experience so they can think less and buy more.

Add comment November 13th, 2006

Business & Website Key Indicators

Key indicators are your critical success factors. However, many Websites do not make these indicators clear to their visitors! This podcast examines how to identify and convey your key indicators at a glance.

Resources

• What content drives your target market?
• How well do you push their hot buttons?
• What will move visitors to contact you?
• How do your visuals support your key indicators?
• What makes you different from competitors?
• Are you addressing your target’s key concerns?
• Avoid flowery, brochure-type content

Action Plan

1. Identify 5-6 key indicators
2. On your Website, what are the 5-6 areas of the site that trigger user hot buttons
3. Set goals for indicators
4. Track them monthly and drive your web stats around them

 

 Standard Podcast [17:44m]: Play Now | Play in Popup | Download

Add comment November 4th, 2006

Website User Types

A wide variety of users can be found surfing Websites. These user types are easily identified in usability testing. Success on the Web comes when a company understands the traits of people that visit their Website and by developing a site that meets user needs. This improves usability and helps the site reach its objectives. Here are the 12 most common user types as seen in user testing sessions.

Ability to Use the Web

The competence level of users can vary from novice to expert and their ability online does have an impact on the effectiveness of your Website. Websites should be usable by a wide variety of abilities. For example, many novice Web users are over 45 years of age, have a strong desire to use the Web and money to spend online. What is the ability of your average site visitor in your target market? Do they understand the basics of Web navigation and searches engines? Can they use a browser’s functionality? How well does your Website appeal to the novice user? Most Web users are somewhere in the middle, but the trend is toward a higher level of online competencies.

Readers vs. Scanners

Does the user take the time to read instructions or blocks of text on the site? Do they scan quickly for overviews? Websites should be designed for both scanners and readers. The user should be able to scan the surface of the site and dig deep for volumes of content to read if they like. Most Web users are scanners first and readers second. Also, scanners are more likely to click on text links while scanning content.

Click vs. Scrollers

Many users will not click on a link for fear of being taken to another Website, losing their progress or getting lost. Do your site visitors favor scrolling and the safety of a long page? Or are they comfortable clicking? It is important to know what appears above the fold on your Web page and how this appeals to clickers who may not scroll below the fold.

Shoppers (browsers) vs. Target Buyers

Is the user comfortable browsing the site for various items or do they come with a specific product or service in mind? How well does your site do with shoppers and browsers? Most Web surfers have a very specific task they are looking to accomplish online. Your site should understand what that is and lead them in the right direction.

Click on Graphic Ads vs. Will not Click on Ads

Is the user willing to click on ads and large graphics? Or do they ignore these graphics and use text and the navigation system to find what they need? Many Websites contain large clickable graphics and ads. Most users ignore these ads.

Will Call a Toll Free Number for Help vs. Will Never Call

Many Web users prefer not to deal with the hassles of calling a toll free number. They are on the Web to buy or get information online and would rather not call. Does your Website function as a tool to drive people to a toll free phone number or is it easy to get information and purchase online? Most users would rather not call a toll free number for help, although they do like knowing how to contact your business if needed. Website users prefer to get their information and tasks completed on the Website.

Read Privacy and Policy Statements vs. Briefly Scan or NOT Read

These statements are very important and every Website should have them. It is also important to know if your visitors are reading them and how they are reacting. Most Website visitors do not read policies, yet it should not be a barrier to users that do read this important content. Sharing or marketing to their email address is a key factor for users that review privacy statements.

Will Buy Online with Credit Card vs. Never Buy Online

Some, novice Web users are likely to use the Internet to get information, but not put their credit card online because of a lack of understanding about security issues. It is important that you understand what percent of your visitors will not buy anything online. These site visitors need easy access to your phone number.

Look at Graphics and Photos vs. Look for Content

Just about all Website users love photos and static visual images that are not perceived as ads or clip art. Many users are also interested in specific written content. What are the key areas of interest for your site visitors? Are there enough photos on the Website to build interest and enough written content to explain your offering?

Use of the Search Function vs. Navigation Menus

The majority of users do not use a Website’s search function because it is difficult to get results. Many search queries on Websites are unique and often difficult to produce intended results. Users have learned to avoid searching on a Website and stick to the navigation menus. Make sure all the pages can be reached from a well-structured, static and intuitive navigation system.

Look for Deals vs. Looking for Quality

Most users look for great pricing on the Web; however don’t forget the market for hard to find items or quality goods. These user types are not necessarily looking for a great price, but rather a great buy. Which marketplace is your site targeting?

Default Settings or Customize

When a user shops on your site are they more comfortable with the site showing them the options and leading them through a process? Or do they want to drive and customize what they are doing on the Website?

The better you can understand you site visitors’ preferences, research your marketplace and understand your Web stats, the better you can convert Website visitors into sales leads or customers. One of the best ways to accomplish this is through well-planned usability testing. Get inside the head of your site visitors to better meet their needs and design a better Website.

Thomas Young

Add comment November 2nd, 2006