Web site usability testing on a Zero Budget!

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Usability Testing on a Zero Budget

By Todd Follansbee
Originally appeared in Web Marketing Today 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, and as your testing skill improves, assess other goals.

WMR is anxious to help you begin testing. Your feedback is very important to us. As always your privacy is assured.

If any of this is unclear or you just have some comments or questions please send them we can improve the process and others can learn as well. Even better, share your results.

Just email Todd. He will respond promptly and directly for free, you will get no sales pitch just feedback.

Email todd@webmarketingresources.net

Selecting Test Candidates

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. Even testing a friend who has seen the site will get you started, give you some insights and improve your skills.

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 skill you can develop to improve your site ability to secure customers. 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.

* While most of these articles are available to reprint for free, this is not! Sorry it was written for Web Marketing Today and in order to use it you must request permission from www.wilsonweb.com

We also provide consulting services on these issues and more. If you would like to discuss any aspects of usability, conversion testing, personality profiling and learning styles research in usability, and web marketing, please feel free to contact Todd. If you have need of research or a particular article for your newsletter or outreach tool, feel free to contact us to discuss that as well. Initial consults are free.

To watch a short video of a usability test please visit the download page.

This article is free for reprint however you choose as long as you request permission, provide a link to this site and acknowledge ownership. If you need more information or wish to discuss any aspect of this policy or the article please feel free to email me. - Thanks, Todd