Hey guys I’m back with another post of my series of CXL. So let’s start from where we have left:
Steps CXL uses for heuristics analysis:
For content clarity:-
- Where am I? What is this page about?
- What can do here?
- How is it useful for me? Why should I do it?
- Can I understand what the product/service is and how it works?
- Are there supporting images and/or videos that help me understand it?
- Is the product info adequate/ sufficiently thorough for making a decision?
- Are all important associated pieces of info clear ( pricing, shipping info, warranty, return policy), etc
Evaluating design clarity:-
- Is there a strong visual hierarchy in place?
- Are less important things also important design-wise?
Similarly, they ask a lot of questions in each of the segments and some of the popular segments are Friction, distraction, motivation, incentives, buying stages, and a few others.
Usability evaluation:
Open your website in one window and the checklist and start comparing every issue you find, write it down in a spreadsheet. Once completed, rank the items y ease of implementation, from 1 to 3
- No brainer, super easy to implement
- Easy, but can be done within 1–2 hours
- Lots of development and/or designer hours needed.
Survey design strategies:
To improve your understanding of your industry using surveys understand what your competitor is doing and understand their user base.
Focus on the factors that the client value the most and frame your questions around that factor. Find some formulas online for minimum sample sizes.
Well written survey questions are:
- Close-ended
- Are not asked in a leading way
- Directly address the desired info
Avoid common mistakes in your survey designs. While doing a survey there can be a chance of cognitive biases in the survey design and from the user end, avoid that as much as possible. Use the voice of data.
Customer surveys via email:
- Surveys customers immediately after they but something frim you.
- Send the survey via email and ask 98–10 open questions.
- Clearly define the survey’s purpose.
- See the answers you get in the survey and use that language in your copywriting.
What questions to ask:
- What can you tell us about yourself?
- What are you ( your product) your doing?
- What is your life better thanks for it?
- What made you sign up for our product/buy from us?
- Did you consider any alternatives to our product/buying from us? If so, which ones/how many?
- Which doubts and hesitations did you have before completing the purchase?
- What the one thing that nearly stopped you from buying from us?
- Which questions did you have, but couldn’t find answers to on the website?
- What was your biggest challenge, frustration, or problem in finding the right product?
- Anything else you would like to tell us
Analyze your survey report: check your goals, initial review, codification. Interpret the data to create s summary reports and use the voice of the customers.
Talk to customer support:
Talk to sales and support and ask what are the most common questions what are the most common concerns of they have these questions the most effective answer you give to them.
Web and Exit surveys:
They are kind of pop boxes that appear to the visitor based on certain rules like time spent on the site, the number of pages visited activity, etc.
When to pop the ques:
- Look at your average time on site and page views person metrics: ask questions from people who have above-average engagement.
- Ask the right questions on the right page: don’t ask about not buying on the home page, but rather on the checkout funnel pages.
- Ask when they’re about to leave the site ( subject to software compatibility).
How to get more people to respond:
- Ask single free format questions the more you ask, the fewer answers you get. Don’t ask more than one question at a time.
- Ask simple yes/no questions and ask for an explanation.
How user testing is different from AB testing:
AB testing is done on a live website with real visitors who have no idea that they are a part of the test. User testing on the other hand usually involves people observing recruited testers complete a given set of tasks on a website. User testing is done in person or remotely.
The beauty of user testing is that the site doesn’t need to be online yet. Sample size AB test requires hundreds of people, user testing can be done with 10 people or less.
AB testing provides statistical data user testing tells you why something dosen;t work, how they would like to use the site, and what exactly is causing friction.
When to conduct user tests:
- Whenever you start optimizing a new website.
- When you’ve done a design makeover for a website, but before you make it live.
- Whenever you change a critical part of your website.
The best test outcomes are from people who match your ideal customer profile.
Recruiting testers: For products focusing on the masses use usertesting.com or TryMyUI. In case of niche product reach out to:
- Your blog reads
- Newsletter subscribers
- Twitter followers
- Friends of Friends
- Using tools like ethino.com
Running the tests:
There are 3 ways to run usability tests:
- Over the shoulder testing: This means doing the user testing in person in empty rooms with computers or fully loaded labs, that can even track expressions, heart rate, and all such fancy stuff to know what your users see during task-based usage.
- Unmoderated remote testing: Doing testing remotely the screen and voice of the user are being recorded. The downside is the quality of the feedback can’t be controlled.
- Moderate remote testing: Its only advantage is that you can clarify the task if they don’t get it. But be careful that you don’t get it. But be careful that you don’t lead the participant no suggestions on how to do anything, no idea-sharing no examples.
Alright, guys that were all for this week. See you next week
