Danny Setiawan - How to Increase Conversion With Usability Testing
1. Repeatable human-centered innovation
Danny Setiawan, Product Development & UX Consultant, CoCreate
Consulting
Digital Summit, 2017
1
HOW TO INCREASE CONVERSION
WITH USABILITY TESTING
2. Repeatable human-centered innovation
Introduction
• 75M MAU (largest audience
for product designed)
• 15 years of experience in
Product design and dev
• Currently :
• Product Dev & UX consultant
for CoCreate,
• UX instructor for General
Assembly
• Product mentor for Starta
Accelerator
2
3. Repeatable human-centered innovation
Objectives
By the end of this session you’ll know :
• What usability testing is and why it’s important
• Basic techniques of conducting usability tests
• Tools to conduct usability study
3
8. Repeatable human-centered innovation
What is usability testing?
• The process of evaluating a product through
observing real people using it for the purpose of
minimizing friction
9
12. Repeatable human-centered innovation
Recruiting participants
• Professional recruiters
• Tools that offer panels
• Guerrilla recruiting (Buy coffee in exchange for
testing)
• Existing customers (and/or their contacts)
• Friends and family
• Co-workers (hallway usability test)
13
13. Repeatable human-centered innovation
Minimum # of Participants?
• 5 is normally enough
• “Statistically significant” not that significant to
identify usability issues
• 1:3 ratio of session length and analysis
14
18. Repeatable human-centered innovation
Best Practices
• Provide context and clearly defined task
• Use realistic prototype
• Ask user to think out loud
• Seek reaction, not feedback
• Probe when appropriate (“what happened there?”)
• Record session
19
19. Repeatable human-centered innovation
Questions to ask
• Open ended ; not yes or no question
“What do you see on this screen?”
• Focused on task at hand
• Get insight into user’s mental model
“What does that mean to you?
• Uncovers user’s expectations
“What do you expect to happen when you do that?”
• Avoid leading questions
“How do you go back?” (where there’s a button labeled “back”)
“Is this easy to use?” (you’ll get yes most of the time)
20
20. Repeatable human-centered innovation
How to prepare
• Identify tasks to test (less is more)
• Draft script based on task(s) to test |
Download script template
• Prepare docs (compensation, consent & recording
release form, NDA)
• Hardware & software set up
• Test the test
21
26. Repeatable human-centered innovation
Test landing page 1st impression
• Tool: Usability Hub’s Five second test
• How does it work: show mock up of LP for 5 sec
then ask a question
• Why do it: to get your visitors to stay (increase
chance of conversion
27
27. Repeatable human-centered innovation
Why visitors don’t stay (1st
impression)
• Page doesn’t look credible
“Is this legit?”
• Doesn’t match expectation (from ad, search result)
“Wait?! This is not I expected”
• Wrong persona
“Is this for people like me?”
• Sensory overload (too much text, too much going
on)
• Looks irrelevant (meaningless headline)
28
28. Is this for me?
Who are they
trying to
target?
Is this for me?
Who are they
trying to
target?
32. huh?? I’m not
interested in learning
how to code
huh?? I’m not
interested in learning
how to code
33.
34.
35.
36. Repeatable human-centered innovation
What does the app actually do?
• It’s a tool to record voice over for powerpoint
presentations
• Target customers: sales person
37
37. Repeatable human-centered innovation
How to set it up
• Upload a mock up
• Create a question based on
what you want to test
• Choose who to target and how
many
• Launch and see results within
minutes
38
38. Repeatable human-centered innovation
Sample questions
• Describe this page in one word
• What do you think about this page?
• Who is the target audience for this product?
• What does this site offer?
• What can you do on this site?
• If you were interested in what they offer, would you
do business with them?
39
40. Repeatable human-centered innovation
Test how user actually use your
product
• Tool: usertesting.com
• How does it work: real users try to complete a
task you assign them while thinking aloud
recorded for you
• Why do it: great way to get insights on how the
users go through the steps of completing a task
on your product
41
42. Repeatable human-centered innovation
How to set it up
• Put in url for the site you want
to test
• Provide context (you’re looking
for…)
• Describe the task that the
users need to finish (step-by-
step)
• Choose who to target and how
many
• Launch and see results within a 43
43. Repeatable human-centered innovation
Tips
• Test with a colleague first
• Order 1 test to test it before you put in the entire
order
• Could be an overkill (too expensive) for a short
task
44
45. Repeatable human-centered innovation
Test your CTA
• Tool: usability hub’s click test
• How does it work: ask users to click on part of the
page to complete an action (i.e. subscribe, sign-
up)
• Why do it: find out if your CTA is clear
46
46.
47.
48. Repeatable human-centered innovation
How to set it up
• Upload a mock up
• Ask user to complete an action
that leads to conversion
• Choose who to target and how
many
• Launch and see results within
minutes
49
51. Repeatable human-centered innovation
Find out if there’s a missing info
• Tool: usability hub’s question test
• How does it work: ask users to answer questions
while viewing your mock up
• Why do it: find out what’s blocking users from
making a decision (i.e. missing info, pricing, etc.)
52
52.
53.
54.
55. Repeatable human-centered innovation
What would keep them from
committing?
• Missing info to make informed decision
• Not convinced that the solution would solve their
problem
• Missing key feature
• Cost too high
• Don’t know how to take the next step
• Unclear CTA
56
56. Repeatable human-centered innovation
Potential questions that can block your visitors
from committing (from their perspective)
• What is it?
• What problem does it solve?
• What are the benefits?
• How does it work?
• Does it actually work? Do they have any proof?
• How much does it cost? (for what I need)
• What do I get for that?
• Is there any pre-requisite to get started? (i.e. need
developer’s help)
• How do I get started?
57
At this point we’re only looking at the stuff above the fold since we’re trying to identify the users’ immediate reaction
Let’s try this together:
Who is this for?
Who is the target customer here?
What do they offer the customers?
Does it look scammy? If so, why?
who is this product for?
Make sure you take into account how our marketing effort prime the visitor (set their expectation). As you can see here, the visitor would expect to see “user experience”or “ux” to ensure him that he’s at the right place.
Here’s an example from a paywall: trying to answer the question if the user knows how to make a purchase.
The question we asked was : “Where would you click to get access to the report?”
here’s the result in clicks and heat map of those clicks
If they answer any of these with “I don’t know”, there’s a good chance they would abandon
