Sometimes it can only make me smile when I speak with a business owner who has a website that is either broken, harbors malware, looks like it was made 20 years ago, or is just plain uglier than a plaid jacket and a polka dot shirt. Almost inevitably, if I suggest that there might be room for improvement, I hear the response, “I get lots of compliments on my website!”
Okay, some people are nice and do not want to hurt another person’s feelings. In addition, how do you define the word “lots”? Does it include the 95% of visitors who are repelled by your website and will never do business with you? This is where live usability testing comes into play.
If you have a skilled website designer who truly understands your business, industry and target market, you are probably fairly well assured that your website will meet its objectives, have a well-defined call to action, and will effectively convert traffic into added income. If you built your site yourself, it was built 8 or 10 years ago, or it was built by a webmaster who is more of a part-time tinkerer than a “master” of his craft, you may want to invest in some real world testing.
With usability testing, you can certainly ask your existing clientele for their feedback and opinions; however, the more important court of judgment consists of the masses of people who are your potential – rather than existing – customers. Most websites of major businesses employ usability testing. It is something that even small businesses should consider or at least sample.
If you do a search online, you will find a plethora of companies offering a variety of live user testing services. Let me concentrate on two companies that make it simple, relatively inexpensive, and free to test.
The first is the Five Second Test from Usability Hub. With the Five Second Test, you upload a screenshot of your website (or a mockup of a new design that you might want to test) and set a series of questions that you would like answered. Testers get 5 seconds to view your screenshot before being presented with your questions. Afterward, wait for the test results which collect comments, extract keywords, and present the data in a graphical interface that makes a summary interpretation really simple. The Five Second Test is based upon the short attention span of most new visitors to a site, along with the fact that you have a very narrow window of time to either catch their attention or lose their interest. The best way to see how the service works is to volunteer to do a few random tests yourself. In fact, for each test that you complete (and they take less than a minute) you will earn credits (called “Karma points”) that may be applied to services that you order for your own business.
Other than the Five Second Test, Usability Hub also offers a Click Test, which tries to determine if a page’s call to action is apparent, and a Nav Flow Test, which tries to determine whether a site’s navigation is intuitive or frustrating. You can also volunteer to perform these tests, earning credits. Guess what? You are then one of the testers. This site’s services really allow you to help others in the same way that others are called upon to help you. That is a pretty nice concept, in my opinion. Any or all of these tests will provide you with valuable, low cost feedback that will either confirm that your site is hitting its target or suggest that there may be room for improvements. Some of the companies that routinely use these services include eBay and Yelp.
The next service that I would like to suggest is Peek from User Testing. With Peek, you will be presented with a 5-minute video of a real person who visits your site and describes their experience, telling you what they like, what they dislike, and what they find confusing. Using the link above, you can test your website immediately and at no charge.
With this service, you specify the demographic profile of the intended audience for your site, and Peek uses a screen recorder to let you know what is happening at the user end of things, including clicks, mouse movements, text that is entered, facial expressions, and spoken comments. If you are thin-skinned and overly sensitive, you may not want to encounter this type of reality check, but if you are serious about improving your business, this could be a terrific learning tool. Some of the companies that utilize this service include Apple, Microsoft, Facebook, and Adobe.
If you think you know how websites should work, you can also apply to be a tester at Peek. Click here to apply. If you are selected (which is significantly based upon whether or not your demographics match the target of companies testing their sites), you will be paid $10.00 for about 20 minutes of time. The site is also looking for people who are able to provide the needed feedback by taking a customer’s perspective, identifying things that are confusing, and thinking out loud so that the screen recorder will be able to capture your verbal comments. You probably spend time online without being paid, so why not give it a try? This service has been featured in The Wall Street Journal and on Good Morning America, among many other news sources.
By working as a tester for either of these services, you will also be learning about other websites, including what works and what doesn’t work. By directly utilizing either of these services as a business, you might discover some shortcomings in your own site and learn how your site might be improved.
This post was written by Peter Pelland