TRAFFIC
scrolling, clicks) and heatmaps showing
the amalgamated data. Often we
presume a user is clicking that big CTA
button, when actually it’s the smaller
text link underneath — heatmaps
instantly provide you with useful data.
User testing
User testing is a skill in its own right.
Large companies often have entire teams
of in-house user testers. However, simpler
user testing is easy to do and you’ll be
amazed at the results.
Essentially, user testing is setting a task
for a user and recording how they respond
— have you ever watched a new visitor,
who may have limited technical skills,
try to use your site?
3. R
ecord your sessions. If using
usertesting.com or trymyui.com
you will automatically have video,
audio and mouse interactions
recorded. If you’ve recruited friends
and family, you’ll need to set up
screen recording software and audio
recording. It’s important to encourage
users to give running commentary
as they perform tasks — this explains
to you the reasons they’ve made
their decisions.
4. D
ebrief. Rewatch the videos.
At this point there will probably be
some glaringly obvious changes you
can make to your site. If something
isn’t conclusive, re-run the test with
more users.
“Simple changes can make big difference to UX, which in
turn can make a big difference to your bottom line”
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