可用性research offers valuable insights into how to improve a user experience, but does the research always reflect real behaviour?

可用性测试提供真实的见解:

When we help create a website or app we are naturally proud of our achievement. However, this means we are less objective and critical of any flaws in the design and functionality of the site or app. This is called theIKEA effect. We undertake usability testing to obtain a balanced and objective view of digital design and functionality. It is essential for providing evidence to support digital optimisation.

可用性testing is an often under-used form of research, but it frequently identifies new insights and barriers toconversion否则我们会没有意识到。您的网络分析可以告诉您“什么”,但可用性测试会告诉您“为什么”。那么,可用性测试有哪些好处?

      • 当我们专注于任务或项目时,我们倾向于看到我们期望的内容,因为我们的大脑过滤了这一点不太重要的事情。这意味着我们经常错过明显的问题。可用性测试避免此问题,因为它不依赖我们自己的意见。
      • 招募在您的网站或应用程序中招聘的人未与您的业务联系,因此他们愿意给予坦率和诚实的意见。如果你问你知道的人,他们可能对说他们真正想到的情况下,他们可能不舒服,以防他们打扰你的感受。
      • User research is not about proving or disproving a design or functionality is better or worse than an existing experience. It’s about informing your decisions, and gaining new insights about how users might react to changes to your app or website. If you need a high degree of confidence that a new experience is better than the old design, we suggest you进行A / B测试.
      • 它是A / B测试的有价值的思想来源。为创建强大的假设,您需要证据支持IT,可用性测试是产生洞察力的好方法,可以变成A / B测试。
      • User research can give feedback on a design or concept at the early stages of development. It’s better to begin usability testing sooner rather than later so that it can inform decision making. It’s possible gather feedback using wire frames, prototypes and even drawings.

可用性测试类型:

Focus groups are not a form of user research because usability testing needs to deal with one user at a time. People in focus groups have a tendency to overthink things, and are often overly influenced by the respondent with the loudest or most persistent opinion.

We conduct various types of user research, dependent upon the nature of the project and your individual needs. For remote user testing we have a range of tests including:

1. Click分析 -视觉层次结构:

通过录制用户使用您的数字完成商定的任务,评估呼叫行动和内容层次结构的有效性designs, and how long it takes them.

Creates heat maps to show click clusters, including time-to-click.Allows filtering to a cluster of clicks to analyse follow-up questions to find out why respondents were attracted to that area.

Deploy navigation tests and funnel visualisations to show where users drop off most frequently and identify bottlenecks and frustrated participants.

FIRST点击测试可能是有价值的因为在他们第一次点击后点击正确路径的用户are more likely to successfullycomplete their intended task.

2.设计调查– Ask users questions.

Allows you to ask a sample of users specific questions about new or existing designs and collate answers within hours.

Question filters allow you to askmore revealingfollow up questions accordingto how users respond to a previous question. This allows you to create complex tests based upon how participants answer each question.

提供打开的文本分析,标签识别主题或估计相似答案的频率。

3.偏好测试- 哪种设计以及为什么?

通过测量用户情感和亲和力,微调视觉设计,营销副本,品牌和其他资产。

偏好测试可以帮助您通过询问真实人的样本来决定不同的设计告诉你他们最喜欢哪一个。By asking follow-up questions you can also understand why participants prefer one design more than another.

Automatically calculates statistical significance to inform you if the results are conclusive.

4.Five Second Test – First Impressions.

Optimise the clarity of your messages and images on landing pages by measuring people’s recall and first impressions.

Identify how people perceive your designs after a short exposure as most website visitors decide in the first few second whether they will bounce or stay on a site. According to research users can judge the credibility of a website in as little as 3.42 seconds.

User research should be an essential part of your conversion rate optimisation strategy. Contact us for a free consultation atinfo@conversion-uplift.co.uk.or call us on 01978 – 896787.

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