If you would like to see a usability test click here for the download page.

What is usability?

What is the conversion rate?

What is a usability test?

Why should I conduct a usability test?

Can I conduct my own usability test?

What does Site Effectiveness mean?

What does a usability test cost?

What is Persuasion Architecture?

How much difference can a usability test make in my site/business?

What happens after the test is done?

Is there follow up work or can I stop with the test?

What are traffic reports?

You didn't answer my question

What is usability? Usability is the study of the user experience. Usability can apply to any product from the Space Shuttle to a stapler but we are only interested in websites and software. Usability measures how well a site or software works. We take usability a bit further and measure how easy it is to use, learn, how effective a site or product is at communicating its message, what the error rates are, and how much a user enjoys the experience and what does it take to engage and motivate a visitor.

What is the conversion rate? The conversion rate for a web site is the percentage of visitors who become customers. If you have 100 site visitors and 25 become customers, your conversion rate is 25% (and we want to invest in your business!) This could mean they purchase a product, sign up for more information, call to place an order etc. It requires an action on the customer's part which allows you to measure some kind of transaction. Conversion rates for purchasing sites are often only a few percent. It is not uncommon for a usability study to double conversion rates. Which means your sales may double as well.

What is a usability test? A usability test is a carefully constructed test which monitors the way a person uses, or interacts with either a web site, a product, or software. The test can be done in person or remotely and can range in sophistication. They range from watching over the shoulder of a user and simply making notes to a professional usability study which could include: Eye tracking tools, video monitoring, logging of key strokes, mouse clicks and program events, and body language review. These videos are then carefully analyzed, problems are noted and recommendations for improvements are made. Typically the end result of a usability test is a set of recommendations or comments. Ours include the above test as well as reviewing a web site for up to 200 functionality criteria ranging from load times to browser compatibility.

Why should I conduct a usability test? The return on investment for a usability test is often $10 for each dollar spent. Research shows that over 70% of the largest sites fail to meet minimal usability standards. It is simply not possible for someone familiar with a site or software product to objectively evaluate its ease of use. Any developer can effortlessly demonstrate a site's ease of use however in our 10 years of testing we have never found a site or software tool that didn't significantly improve after testing. Be skeptical of any designer who does not support a usability test prior to product launch.

Can I conduct my own usability test? YES. I summarize from an article on simple web site testing (My apologies to John Rhodes for shortening it. You can read it in its entirety; the link is at the end.) Software isn't different from a web site at this level of testing.
Here are your two steps:
1. Identify your users. Who are your clients? Who buys your products? Who uses your Web site?
2. Watch your users use your Web site, products, and services. Take notes and listen.
If you have done these two things, you are way ahead of many other people. This is simply the best way to understand how your customers use your Web site. Web site usability is a matter of knowing how to improve your site based on what your clients' need. You want to solve their problems. A new or existing design is driven by gathering user data. During design stage you should show your clients the mock ups and collect data. (Note from us: a good usability study can save you a great deal of time and money as well as time to market if you engage them early in the design process. At least get a quote before trying this part). This test will certainly improve the usability significantly. Is there more to usability and usability testing? You bet! If you think that you only need to do this kind of testing, you are wrong. Even the most intelligent and respected authorities have trouble keeping up with the various usability developments. Technology alone drives many of these changes. Also, new and improved techniques are developed continually. Once you get your feet wet, however, you'll see how much more there is to learn.
To see article in full go to http://www.webword.com/moving/easytesting.html

What does Site Effectiveness mean? We define Site effectiveness as the ability of your site to convey information in a manner which supports your brand, your marketing objectives and your sales and customer lead generation goals. Are you writing content and using images and site architecture to the best advantage? Ultimately, we measure what people perceive when they visit your site as compared to what you want them to perceive? A site cannot be effective unless people get the message. We only really care about is communicated.

What does a usability test cost? A study can cost from under $1000 to probably anything up to $100,000 (not from us though). Large companies like Microsoft and Amazon typically spend millions every year. It is hard to be definitive since you may engage a study before a site is begun and, it could cost you less than having the site designed on its own! To try to answer the question, many of our studies cost under $5,000 and the majority are under $10,000. We have never done a study that didn't return more than it cost in the first year, with the qualifier of course, that they implement the recommendations. We offer a free quote and evaluation. WMR will stick to its quote and there are no surprises at invoice time. We can tailor the depth of the study to your budget. Once you see what is possible, you are likely to come back for more. We can also work on an ongoing consulting basis.

What is Persuasion Architecture? It basically takes usability from the realm of only identifying functional barriers and looks at what elements are needed in a site to increase conversion rates. WMR has followed a parallel path since we began however we cannot take any credit for the name. Persuasion Architecture is a great copyrighted term created by the Eisenberg brothers, two usability engineers who run Future Now Inc. and have created a specific methodology. Persuasive Architecture reviews what is called the "sales funnel" and all the elements that contribute to persuading or creating a sale. WMR's origins were in marketing and sales so we like this approach. WMR has always looked at more than just fixing the way a site functions. We use our sales and eCommerce experience to improve your business.

How much difference can a usability test make in my site/business? The earlier in the design process you begin your usability the more you save. The research often points to doubling the conversion rate on a typical site. It also mentions returning $10 for every dollar spent on a study. We made millions of dollars for Amazon with one simple recommendation alone. The best answer is that it varies greatly with each site but we have never had a disappointed client. You can save in tech support costs, you can increase sales, reduce the costs of doing business, save on mailings and literature, and the benefits go on. We would be glad to discuss it if you wish to contact us.

What happens after the test is done? The study will deliver a set of recommendations. Depending upon the cost, it may include videos explaining the problems, logs of software events, customer profiles, competitor site reviews, behavioral analysis and more. We help you to establish a baseline for you to measure the impact of the changes we recommend. We offer free consulting for a set period of time following the review. Typically usability engineers do not make changes to your site. Once the site is modified it is important to monitor and test the impact of the changes. Usability is an iterative process, meaning that change, monitoring, testing and change should be ongoing. You may decide to take on some of this process yourself and only do a formal test after (or before) major changes.

Is there follow up work or can I stop with the test? It is important to monitor and measure the impact of the changes you make to your site. This is done through surveying, watching traffic reports and watching costs and sales. We will help you establish the baseline so you can make comparisons. Usability is an iterative process, meaning that change, monitoring, testing and change should be ongoing. You may decide to take on some of this process yourself and only do a formal test after major changes, or during a major redesign.

What are traffic reports? Your web hosting company (ISP) normally maintains logs, or reports of all the traffic that comes to 
your website. This information includes a great deal of valuable information such as where the visitor came from, how long
 they stayed on your site, what pages they visited and what page they left from. 
Here is a great link to learn more 

            

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