Website Testing Project
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Ultralingua conducted usability testing on their website to evaluate the efficacy of changes made during a redesign. They used two online tools - UserTesting and ClickDensity - to test tasks on both the original and new websites with 3-5 users each. Analysis found improvements in time spent on tasks and clicks with the new site, but also identified issues like confusing images and links. Recommendations included repositioning the 'Lost Registration Key' link and improving navigation of the Press page. The testing provided insights to guide further optimization.
Website Testing Project
- 1. Ultralingua Inc., Website Usability Testing Sabera P. Marketing Communications professional
- 2. Project goals -->> Approach to project Goal 1: Perform detailed industry landscape analysis to determine best practices in web usability testing What is Web Usability testing? Different types of online tools Goal 2: Conduct web usability test with an emphasis on testing the efficacy of redesigned sections of the website Test drove tools Online tests implemented due to time constraints 1 User Testing tool + 1 Heatmap tool
- 3. Online testing - The steps Why UserTesting? Why ClickDensity? Tasks for test developed, to answer specific usability questions Pilot in-person test conducted to fine-tune the task list Research-based decision made for selecting the number of test takers 3 on the old website 5 on the new website
- 4. Why you need to test with 5 users Source: Jacob Nielsen's Alertbox blog
- 5. Online dictionary 22.4% clicks Downloadable dictionaries 18.3% clicks Language localization button 12.5% clicks Clickdensity results - Old website Total clicks: 3455
- 6. Avg. time on task on new website, lower than avg. time spent on current site
- 7. Clicks per task were lower in new website
- 8. Qualitative feedback On Images "I was lost with finding the right product but then used the blue arrow as a guide to find a way" "Nice clean website, good usage of white space" "I really like the popup on the Upgrade button" "The 'Buy Now' & 'Free Trial' buttons are very misleading" (Old website) "The Images here (the Carousel) are very confusing" "The Images here (bottom of home page) don't match what they seem to be for" "Aesthetically, the images do a great job, but they do not help me to find what I need" Other Qualitative feedback Registration key Additional insights and feedback are included in a separate detailed report
- 9. Recommendations Review significance of 'Lost Registration Key' feature - reposition to a more visible location Place 'Lost Registration key?' link next to each product's 'Buy Now' button Make 'Press' page easier to navigate through Link all places where 'Press kit' appears Duplication of links - 'Download Press Kit', 'Press kit' Placement of Newsletters - separate from Press page? Provide customer testimonials next to product links Label language localization button Test more! - Test often, test with few
- 10. Accomplishments Saved Marketing team over 30 hours of time to research on best practices and tools to conduct a Website Usability Test Identified methodologies and tools relevant to Ultralingua Provided comparative analysis from tests on Old & New site versions Able to confirm errors with old website & demonstrate improvement through new website Provided insights and recommendations toward second phase of website redesign Documented processes and information for future reference Review of major tools Methodology for regular testing Research and information resources
- 12. Appendix
- 13. Tasks for test defined to answer specific usability questions Can users easily locate the link for and download a trial? Can users find the language-specific product pages? Can users easily buy a dictionary for a specific language and platform? Can users easily navigate through the website and find an upgrade? Can users easily buy multiple products? covered in above 2 tasks Can users navigate the website to find a lost registration key? How do users go about getting more information on Ultralingua? Can users easily find a way to contact Customer support? Can users easily find a way to see the website in a different language? Did images used facilitate navigation?
Editor's Notes
- #3: Types of usability testing tools: Heat mapping : Heat mapping (or click mapping) tools record visitor clicks to create visual maps of user activity. Section I also includes eye-tracking simulators. Screen recording : Screen recorders track individual visitors to your website to create a simulated video for each of those user sessions. User feedback : Tools that solicit direct feedback from site visitors User testing :Tools that simulate task based usability tests
- #4: Why usertesting Closest in features, to traditional in-person test Great customer reviews Quick results - same day! Overall best value for money Enables testing in user's won environment Why clickdensity Best metrics among free tools online Gives clear, concise, easy to interpret data Test criteria - UserTesting Intermediate level users 8 tasks for old website, 9 for new website
- #5: http://www.useit.com/alertbox/20000319.html
- #7: Current website avg time spent on website via Google Analytics: 1.43 seconds
- #9: Supported with relevant clips