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We are big fans of user testing and that should be obvious to anyone who has spent time on our Web site. This newsletter's article provides a few reasons why we consider it so important for your business and why you should either contract us to get it done or do it yourself. Regards,
Tom & Lisa P.S.
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How Usability Testing Increases Web Site Conversions By: Thomas Wood-Young Usability testing provides great ROI and will lead to better returns from your Internet marketing efforts. Getting inside the head of the user is the best way to understand why they buy and what it will take to convert them from visitors to buyers. Why do visitors come to your site and where do they click? What are their hot buttons? Why do they click on certain links and not others? What keeps them from buying? These questions and much more can be answered in effective user testing. Content Needs Photos, product images, written content, graphics and additional content are the reasons people visit your Web site. User testing can provide specific details of the users' content needs and how to organize it. What are users looking for when they visit your site? What are the key pieces of content that will trigger them to buy or call and inquire about your services? How should this content be placed on the site? What should the links be titled? Content drives conversions and only content that is important to the user will get results. Easy Checkout One of the most valuable parts of user testing is to eliminate barriers to shopping cart checkout and online buying in general. It is very common for Web site developers to be too far removed from the user experience. The developer will set up the site in a way that makes sense to the development team. This can cause problems if the user doesn't understand the checkout process, even though if it is second nature to the developer. User testing helps uncover these glitches. Also, shipping, pricing, product description and many key purchasing decisions can be understood and determined in user testing. Find Ways to Up Sell Getting a conversion from a great online shopping system is an excellent first step and finding ways to up sell adds even more value. User testing data can help generate ideas that help understand complimentary products, shipping incentives and other promotions that can increase sales from the site. Ask users what it will take to motivate them to buy additional products. Search Engine Key Words User testing can take the mystery out of targeting key words. Take time to watch your users navigate a search engine to find your site. What key terms and phrases do they use? What is the logic behind the words they selected? This can help you optimize and target the key words that will bring you conversions. These are a few key areas that can improve sales, leads and conversions on your Web site. Take the time to uncover how users really use your Web site, modify your site to meet their needs and watch the site take off. Our clients have seen this firsthand and so can you. |
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Check
out these recent articles and resources on usability:
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Testing Usability testing is the process of researching your Web site's functionality with a group of actual site visitors in a lab setting. Your most important Web site tasks and processes are identified, and we observe and pinpoint ways to improve your site so that tasks become more intuitive and the process more successful for the site visitor. This leads to a more successful Web experience for the site visitor and improved results for your site. More> |
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2004 Intuitive Websites. All rights reserved >usability testing for cool sites and hot returns |