Usability analysis tools

How far to go in web usability testing? Endless way with pittfalls on it. We dare to stop it and share some online tools that tremendously facilitate our work.

Usability Testing

2016-02-16

Web usability testing is a significant contribution to on-site selling improving. In order to identify possible problems and their solutions, there are a variety of services. Let's talk about their pros and cons.

Usability analysis is a complex of works with statistical data for understanding the ease of resource and making recommendations. As a rough approximation, this process can be divided into two equally important parts: assessment of user behavior on the site, except for the conversion of interactions, and research of goals achievement (interaction with conversion forms, event tracking and phone calls and so forth). Consider the tools and services that allow you to solve problems in different stages, as well as to test possible improvements and evaluate the results achieved.

Traffic and Conversion Analysis

Standard set of tools for traffic analysis and conversion from Yandex.Metrika (except for in-page analytics) and Google Analytics allows to:

  • get a detailed information on both phases of usability analysis (with sufficient knowledge and skills to work with different tools);
  • view user's path from the entrance to the site before making a conversion, to understand how visitors behave on separate pages (including on the login page..);
  • understand the stages where website loses potential customers and to search usability errors.

The collection and availability of data make it possible to build a sales funnel with a detailed information on each stage. For example, we can estimate the following transactional user path for the site.

As can be seen from the example, a large loss occurs on the authorization stage. Therefore, you must check the terms of usability in the registration form or opt out of it. It should be evaluated and the ordering process as a whole: you may need to shorten the path of the user to make a purchase or to answer any questions from him/her.

With regard to the assessment of the objectives, standard set of Yandex.Metrika and Google Analytics tools allows to determine the conversion of traffic channels (advertising campaigns, login pages, and so on) In various forms of activity (order, call back, the issue representative, etc.). You will be able to understand what is most used by visitors and whether you need to:

  • work on finalizing the conversion of elements,
  • to evaluate the quality of landing pages selling,
  • find out which one is best to conduct the traffic,
  • make changes in the current and so forth.

PROS:

  • in the course of our analysis, we operate with precise figures and can objectively evaluate where and which losses were sustained by the site, what is the traffic conversion in the context of the different channels;
  • Instruments are always available for analysis;
  • free access.

CONS:

  • to obtain the correct conclusions it's necessary to have an experience with these systems, knowledge of the characteristics of data collection and reporting itself. Otherwise, the probability of error is very high;
  • the risk of incorrect information in the wrong setting goals/events, segments;
  • the inability to obtain reliable data (without using call tracking systems) when the subjects of a website business involves a significant proportion of calls directly to the office, and forms of conversion are simply absent.

If you're interested in viewing more online services, click here for web analytics tools.

Services for user actions analysis

They are Webvisor of Yandex.Metrika, ClickTale.com and others.

These services usually do not require deep knowledge in web analytics, and provide sufficient detail and visual reports. Consider the example of Webvisor. Let's found out stages with high transactional sequence interrupts (eg, card products). With the aim of Webvisor we can see how users interact with site page (see the movement of the mouse, keystrokes and so on).

You will see some of the pages users are browsing, how to fill the form, highlight text, move the mouse, how users interact with a variety of browsers and devices (touch screen statiscs is also supported). Webvisor also allows you to define categories of visitors, who do / do not make the conversion, who is carried out on a resource a lot / a little time, browsing one / several pages and so on. Each of these "typical" users can see what they like / do not like on the site, and draw the appropriate conclusions.

PROS:

  • opportunity to see the interaction with the users of the website who have come from different search queries and from different sources and devices;
  • a tool like Webvisor is available to anyone who has set Yandex.Metrika up to the site pages and configures its settings accordingly;
  • Filtration of interest in terms of the behavior of user visits (on selected parameters, such as the setting of a particular page).

CONS:

  • for arriving at any conclusions you have to see a lot of data available, which can take a long time;
  • limited sample - not all visits will be available  (especially for sites with heavy traffic like more than 1,000 visits per day for 14 days, although the view and the number of entries is extremely difficult to keep records);
  • requires experience in obtaining valid conclusions on the presented data.

It's one of the most important direction to work in - Google definitely uses behavioral metrics for website ranking.

Focus Group Testing

Services like usabilla.com may become your favourite analysis tool.

The essence of the method is that real users access to the resource and test path to a conversion. This is a great way to get feedback "from outside", detailing the difficulties encountered, indicating what was not enough to make a decision. Depending on the service, you can create your own list of questions and tasks.

As a result, you get a detailed description of the transactional site sequence of reviews, different socio-demographic characteristics, occupation, level of computer skills and other characteristics of the user.

PROS:

  • view from the outside, with a detailed description of the strengths and weaknesses of the site;
  • the opportunity to expand an idea of how they see the site, and offered products / services, a variety of socio-demographic and other characteristics of the target audience;
  • objectivity (focus group is not interested in exaggerating the shortcomings or their concealment);
  • the possibility of increasing the number of respondents for an extra charge (for a representative sample).

CONS:

  • most of these services are paid for;
  • members of the focus group mark the only problem; you have to seek a solution on your own or with the assistance of external experts;
  • sample of users is limited with budget (eg, from 5-8 people depending on the service) and may not be sufficient to cover the entire site issues;
  • it may require a considerable budget to obtain a representative sample;
  • the risk of incomplete or incorrect feedback.

The basis of data on the behavior of users:

  • provides conclusions on the main points of the conversion loss;
  • recommends specific improvements (for example, the abolition of the mandatory registration);
  • gives some convenience for the perception of the content (for example, if the conversion buttons do not fit in the first screen, you may want to move them above basic information);
  • allows to obtain data on how useful a site is.

Heatmap reports

Heatmaps are provided by many services like feng-gui.com, usabilitytools.com, Google Analytics statistics pages and other analogues.

Such systems make it possible to evaluate the behavior of visitors in total, to see where users click and where they do not. Depending on this, decisions can be made on the adjustments to improve the user experience.

Such tools help to estimate clickable elements on the page, find out what visitors are looking for, how much of the resource is loaded in vain and where to transfer important information to.

PROS:

    the ability to assess the clickable elements on the page, including those seeiming links to visitors.

CONS:

  • experience is required in interpreting data for correct conclusions;
  • the risk of erroneous conclusions in the presence of dynamic content on the page.

It is important to realize that usability analysis is useless without the introduction of adjustments and testing. It is necessary to measure the dynamics of the main parameters to assess the achievement of important objectives for the resource. For example, you can test the changes made to the site (compared to the initial solutions) through the service Google Experiment Analytics.

This statistics help us make informed decisions about the implementation or rejection of any changes.

It is important to realize that usability analysis, as well as in web analytics in general has many pitfalls, which can cause incorrect conclusions. The services above are getting more complex and that requires constant use and learning to maintain and improve analytical skills.

Above we mentioned the key services but not the only ones. Efficiency of each one of it should be measured with growth of conversion on tested websites. So the conversion gain is the best criterion.

About The Author

MW covers marketing technology for Websimka,
Have any questions? Write us via now@websimka.com