Design / Usability

Usability Testing on a Zero Budget Todd Follansbee WebMarketingResources.net, New Haven, CT - Oct 31, 2006

These days usability labs can burn through tens of thousands of dollars in sophisticated testing equipment and consulting fees. But when we started testing usability on the Web in the late '90s, all we had was a computer and a notepad. With these simple tools, the science of modern web usability was launched.

These early techniques can dramatically improve your website's performance. The out-of-pocket cost to you? Zero.

The Primacy of User Experience

But is all this necessary? You worked with a good designer and people are buying or generating leads. Few complaints come in. Why even test for usability? The research is clear. The quality of the user experience is the most important factor in buying decisions made on the Web. Not price. Not reputation. Not security. Until you have tested your site for usability, you are losing business! Successful e-commerce sites like Amazon, eBay, and Microsoft spend millions on usability, but you can get great results for just a small investment in time.

If you follow the guidelines outlined below and make the improvements that you'll discover necessary, you will see from 10% to over 100% improvement in sales or conversion. You'll probably want to quantify your results by starting with a baseline measurement of what percentage of new visitors to your site become customers, your "conversion rate."

Identify Goals for Usability Testing

Identify the goals you want to measure. Is it signing up for a newsletter? Ordering a product? Calling for an appointment? Promoting your services? Test the most important goal first. Then as your testing skill improves, assess other goals.

Selecting Testers

Find five people with little or no familiarity with your site who are willing to give you one hour. Testing five people will turn up over 90% of your site's problems. Look for typical customers with a variety of computer and web experience ("tool skills"). If you sell business to business products, test subjects in a business environment, if possible. Consumer products should be in a more relaxed environment.

Conducting the Test

Test subjects individually. Have your test shopper sit at a blank computer. Take a few minutes to explain that your shopper is part of a website study. Emphasize that it is not a test of his or her ability, but only of how easy the site is to use. Explain that you hope your test shopper will verbalize thoughts as much as possible during the exercise.

Bring your shopper to the site directly -- or for a more typical user experience, let your shopper "google" the site. Once on the site, ask your shopper to complete the task you have prepared, whether it is to find a new bikini or make an appointment.

Observe carefully. Ask few questions. Rather, watch expressions on your shopper's face. Give zero guidance -- positive or negative -- unless absolutely necessary. Note impressions, challenges, and "blocking points" (points of failure or confusion).

If your shopper completes the task promptly, try testing other goals. If you still have time, consider running through some competitors' sites, noting impressions, and learning what you can that will help you to improve your own site.

Beginning to Improve

Don�t seek perfection. This is a learning experience, but I guarantee that this will be the best tool you can use to improve your site. Even if you don't have a baseline to compare results, run a test. Your site will improve. Be warned that this can be addictive.

For more information:

• Usability guidelines: visit Jakob Neilsen's UseIt.com (www.useit.com)
• Online sales technique: read Bryan and Jeffrey Eisenberg's excellent book, Waiting for your Cat to Bark (Nelson Business, 2006; ISBN 0785218971)
• Study the Sample Usability Test (www.wilsonweb.com/design/follansbee-sample-test_htm.htm), which illustrates exactly how to conduct a simple, no-cost test

We'll be considering this subject more deeply in future articles. Feel free to e-mail the author with your questions and results.

Todd Follansbee is founder of WebMarketingResources.net. He is a usability and persuasion consultant who has been testing user behaviors on web sites for over 10 years. His methodology for improving conversions recently won a top ten award in Entrepreneur Magazine. For a limited time, Todd is offering a special small business one hour site review and consult for only $125. Improve your user experience and your bottom line. For more details visit here. http://www.webmarketingresources.net/reviewoffer.html