Jonathan Roper and Neha Modgil presents on Benefits of Usability.

1. Benefits of Usability to Business
Usability and ROI
Quantifying User Experience

2. Benefits of Usability to Business
The formula for Website success is:
B=VxCxL
Where
Wh
B = Amount of Business done by the site
V = Unique Visitors coming to the site
q g
C = Conversion Rate (The percentage of visitors who became customers)
L = Loyalty Rate (The degree to which customers return to conduct repeat
business)

3. Usability and ROI
Internal ROI
• Increased user productivity
• Decreased user errors
• Decreased training cost
• Savings gained from making changes earlier in Design life cycle.
• Decreased user support
External ROI
• Increased sales
• Decreased customer support costs
• Savings gained from making changes earlier in Design life cycle.
•R d
Reduced cost of providing t i i (if t i i i offered th
d tf idi training training is ff d through th vendor company).
h the d )

4. Usability and ROI – Fast Statistics
High Return on savings and product Usability
“Once a system is in development, correcting a problem costs 10 times as much as fixing the
same problem in design If the system has been released it costs 100 times as much relative
design. released,
to fixing in Design.” (Gilb, 1998)
Increase Transactions / Purchases
“You can increase sales on your site as much as 225 % by providing sufficient product
information to your customers at the right time” (User Interface Engineering, 2001)
Retain Customers
Rti C t
“More than 83 % of internet users are likely to leave a website if they feel they have too many
clicks to find what they are looking for” (Arthur Anderson, 2001)
Attract more Customers
“When respondents were asked to list the five most important reasons to shop on the web,
83% stated ‘Easy to p ace a o de as the top reason” ( e so , February 1999)
s a ed asy o place an order’ e op easo (Nielson, eb ua y 999)

5. Usability ROI Examples
Creative Good – A dollar spent on advertising during 1998 holiday season
produced $5 in total revenue, while a dollar spent on customer experience
improvements yielded more than $60
$60.
IBM - On IBM's website, the most popular feature was the search function, because
the site was difficult to navigate. The second most popular feature was the 'help'
button, because the search technology was so ineffective. IBM's solution was a 10-
week effort to redesign the site, which involved more than 100 employees at a cost
estimated 'in the millions.'
in millions
The result: In the first week after the redesign, use of the 'help' button decreased 84
per cent, while sales increased 400 per cent.

6. Quantifying User Experience
Success Rate
Helps in determining if the site helps its visitors accomplish their goals and common tasks
• Conversion Analysis
y
Determining the key performance indicators and measuring them against the page traffic.
• Shopping Cart Analysis
Analyzing completion of online forms
This measurement can indicate if design of an online form provides successful user interaction
Navigation Analysis
This shows the paths users travel to arrive at and depart from the pages
Error Prevention and Recovery
Percentage of errors including 404 (file not found) error, 500 (server) error or any other error
error

7. Quantifying User Experience
Content Validation
• Proportion of returning visitors on a particular page
• Average page viewing length
• Bookmarking
Search Engine referral term analysis
Helps in comparing user’s words to the website’s text.

8. Exercise 2

9. Thank You