Future tests will be far more sophisticated, but for your first usability test concentrate as much on measuring the users' physical reactions as you do on the on-screen reactions. Are they engaged, frustrated, happy, comfortable, anxious, challenged? Note these reactions as they occur. Part of the goal is for you to develop these observational skills and learn to quantify the results. You will need to insert your goal, but let's assume the test shopper is shopping for clothing. Say, "Please shop for a 'belt' you like and place an order as you normally would."
Note that it is important to answer as many of the questions below as possible. They will lead to areas we will explore in depth later on.
As your test shopper proceeds, ask yourself:
How easy is it to find the right belt?
What information does your test shopper need to place the order.
Is the information clear and available?
Is the information organized in a logical sequence?
Can your test shopper easily compare this belt to others on the site?
Could your test shopper easily send information to a friend to ask if the friend approved the belt?
Could your test shopper recommend this belt (and the site) to a friend at any point in the process?
What missteps does your test shopper make?
Do your test shopper scroll down every page?
Do your test shopper read the text or just skim it?
Does the mouse wander excessively during the search?
Normally people are far more patient in a test than in real life. Ask: Would you have given up under normal circumstances?
Could your test shopper leave the site and come back in a day or so and easily find the belt again?
Once test shoppers have found the belt:
Notice your testers anxiety during the order process. Have them fill in the credit card information and actually order the belt. Try to mimic the real world experience. I even say on occasion: "Buy the belt. If you really don’t like it, we’ll take it back." The point is to try to put them in the buying mindset. A high percentage of normal shoppers drop out at this point. When you do this exercise, you'll begin to understand why.
Ask your test shopper what your return policy is.
Ask what your warranty is.
Ask how the site insures a secure sale.
Ask your test shopper how the site will use the personal information submitted.
Time how long it actually takes to fill out the form.
With the sale complete:
Check to see if the confirmation and shipping information meets expectations.
Was the experience one which created a good experience and encourages return visits?
Have you built a lifetime customer or just a one-time sale?
Have you made your shoppers feel valued and shown that you appreciate their business beyond a mechanical "thank you" confirmation?
Have you delivered more then expected?
Have you surprised your shoppers with your professionalism and your attitude?
Finally, if they liked the belt but just weren’t ready to buy, is there a way shoppers can engage with your company without buying, such as for announcements of future sales and products? If you have time, test this process as well.
Todd Follansbee is our Usability and Conversion Optimization expert. He is the founder of WebMarketingResources.net and brings to the table a focus on psychographic marketing, scientific usability testing, and a Persuasion ArchitectureTM approach to sales conversion. He lives aboard his 44-foot ketch "4 Bells" in New Haven, Connecticut.
Future tests will be far more sophisticated, but for your first usability test concentrate as much on measuring the users' physical reactions as you do on the on-screen reactions. Are they engaged, frustrated, happy, comfortable, anxious, challenged? Note these reactions as they occur. Part of the goal is for you to develop these observational skills and learn to quantify the results. You will need to insert your goal, but let's assume the test shopper is shopping for clothing. Say, "Please shop for a 'belt' you like and place an order as you normally would."
