Effective Techniques for Measuring Your Content's Success
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Christine Perfetti's presentation from Confab 2011: How can you be confident that your content pages are understandable? How do you assess if the content is appropriate for your audience? How do you ensure you've written content that effectively communicates the essential information? It turns out there are many different techniques for measuring your content. In this presentation, Christine Perfetti will show you some methods you've probably never heard of -- techniques only practiced by the most adventuresome content strategists.
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Effective Techniques for Measuring Your Content's Success
- 1. Perfetti Media Essential Techniques for Measuring Your Content’s Success Christine Perfetti www.perfettimedia.com @cperfetti Confab 2011 Conference 1
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- 9. Perfetti Media 800,000 of Microsoft’s pages have never been loaded from the server Confab 2011 Conference 9
- 10. Perfetti Media Measuring your content’s success Teams have many tools for measuring their content Web analytics Traditional usability tests Advanced content measurement techniques 5 second tests Comprehension tests First click tests Catalog-based tests Inherent value tests Confab 2011 Conference 10
- 11. Perfetti Media Are web analytics the solution? Web analytics are the most common technique for evaluating content Data sources Visitor traffic and server logs Conversion funnels Search engine logs Confab 2011 Conference 11
- 12. Perfetti Media Web Analytics Have Limitations Confab 2011 Conference 12
- 13. Perfetti Media Web Analytics Are Just a Starting Point Web analytics highlight potential problem areas Tells you what is happening on the site Doesn’t tell you why users behave in a particular way Confab 2011 Conference 13
- 14. Perfetti Media The Best Approach for Content Evaluation Design teams and content strategists need to observe people interact with their content Assess where content fails to address users’ questions, concerns, and opportunities Identify where content successfully excites and engages users Confab 2011 Conference 14
- 15. Perfetti Media Traditional usability tests A usability test involves putting your users in front of your product and observing what they do Confab 2011 Conference 15
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- 20. Perfetti Media How did users perform? Confab 2011 Conference 20
- 21. Perfetti Media Running a test session Greet the user Introduce user to observers Explain to user how the test will work Give the user tasks to complete and observe problems they experience General Q&A Debrief with observers Confab 2011 Conference 21
- 22. Perfetti Media Start testing your content anywhere Confab 2011 Conference 22
- 23. Perfetti Media Signs of content and design failure Back button Pogosticking Going to Search FAQs, Help, and Site Map Confab 2011 Conference 23
- 24. Perfetti Media The Handbook of Usability Testing, 2nd Edition Jeffrey Rubin and Dana Chisnell A Practical Guide to Usability Testing Joseph Dumas and Janice (Ginny) Redish Don’t Make Me Think Steve Krug Confab 2011 Conference 24
- 25. Perfetti Media Advanced techniques for measuring content Techniques for answering specific questions about your content 5 Second Test First Click Test Inherent Value Test Comprehension Test Catalog-based Test Confab 2011 Conference 25
- 26. Perfetti Media Research Question How do we measure the success of content pages? Confab 2011 Conference 26
- 27. Perfetti Media 5 Second Page Tests Quick and dirty technique for measuring content pages Takes less than 10 minutes to run Measures if content pages quickly convey their purpose Confab 2011 Conference 27
- 28. Perfetti Media Sharing your pictures online You want to post pictures online from your last vacation You are concerned that the upload process will be difficult How confident are you that you can upload photos quickly and easily? Confab 2011 Conference 28
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- 31. Perfetti Media Sharing your pictures online You want to post pictures online from your last vacation You are concerned that the upload process will be difficult How confident are you that you can upload photos quickly and easily? Confab 2011 Conference 31
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- 34. Perfetti Media Sharing your pictures online You want to post pictures online from your last vacation You are concerned that the upload process will be difficult How confident are you that you can upload photos quickly and easily? Confab 2011 Conference 34
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- 37. Perfetti Media Not for the Home Page Confab 2011 Conference 37
- 38. Perfetti Media Research Question How do we measure the success of the home page? Confab 2011 Conference 38
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- 40. Perfetti Media First Click Test Useful method to assess where users first click on your site’s home or entry page Provide users with a specific task to complete when they arrive at the site By observing where users first click, it’s a clear indicator whether they’ll eventually be successful Confab 2011 Conference 40
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- 44. Perfetti Media art.yale.edu Confab 2011 Conference 44
- 45. Perfetti Media Research Question Do users understand your product or site’s complex content? Confab 2011 Conference 45
- 46. Perfetti Media Comprehension Test Pages containing complex content Such as policies or procedures How your product works User comprehension is imperative to their success Questions determine if users understand content Confab 2011 Conference 46
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- 48. Perfetti Media Research Question How well does the site communicate the value of the product or service? Confab 2011 Conference 48
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- 50. Perfetti Media Inherent value test Variant of traditional usability test Identifies why loyal users love the site/service Determines if new users see the same value Confab 2011 Conference 50
- 51. Perfetti Media Two phase test Phase I: Identifies the value of the site for loyal users Ask existing customers to give you a tour of your site or product Ask them to share what they find most valuable about your product Phase II: Do new users see the same value? Confab 2011 Conference 51
- 52. Perfetti Media Research Question What information is most important to users? Confab 2011 Conference 52
- 53. Perfetti Media Catalog-Based Task Testing User or task understanding is fuzzy Print brochure/catalog describes products or services Ask users to review catalog and highlight important content Can they easily find the same content on your web site? Confab 2011 Conference 53
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- 55. Perfetti Media Thank You! Web: www.perfettimedia.com Twitter: @cperfetti Email Newsletter: UX Ideas One-day Workshop: Measuring Your Content’s Success events@perfettimedia.com Confab 2011 Conference 55
- 56. Perfetti Media What about A/B Tests? 5% conversion rate 11.6% conversion rate Confab 2011 Conference 56