Measure the effectiveness of your website design

It is possible to measure the effectiveness of the design of your Las vegas website design by using a user test. Certain visitor behaviors were measured in a user test the aim of which was to measure the appetite to discover a target form:

  • Where do participants start task X?
  • How many testers find the right form?
  • How many testers take the wrong path and get lost?
  • From where does the navigation fail?
  • How easily and successfully do they identify the objective form?
  • How well do participants understand where they are in the architecture of the Las Vegas web design?
  • How can these elements help you make website design decisions?

All these elements count in the evaluation of the ergonomics and the design of your site. What did the team observe that proves that these things happened or did not happen? The team did 10 different user testing sessions. Each tester noted observations.

Test Task 1: Entry Points Details

Here is an example. For the first task of website design, the testers had to find an account form. The first thing the team wanted to observe was to know: whether the participants started their navigation from where they were supposed to and if not,

where the participants started their navigation.

70% started with the forms. This is a result the team could expect. But 3 participants did not choose the expected path. Interestingly, these 3 testers all started from the same place. It can therefore be concluded that there is a first inference between the link to the form and the link to the goods and services.

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Test Task 2: Navigation Path Details – Define Wrong Conversion Tunnels

What you find out in exploratory testing and early designs is the user’s navigation direction. Is this wrong? Not necessarily. Think of the same way landscape designers and city planners design walkways in a park. Until we can see where the main traffic directions are, there aren’t many paved points. The data collected will indicate where to put the limits of the paths according to the number of people. During each session, the team measures where the testers have been. The table below highlights the data to explore:

  • How many testers take the wrong path and get lost?
  • From where does the navigation fail?
  • How easily and successfully do they identify the objective form?

Each tester ended up in the right place. A few participants even took the path the team expected everyone to take. Participants who started with products had to go back to the main navigation to get to the right place. There is a decision to be made whether or not to include a link to the forms on the product page. From the user’s perspective, they are always on the “correct” path and the design prevented the user from making a mistake.

Measure what matters: EVERYTHING!

So how do you count what matters? The errors of the testers (“bad access”) and the tasks carried out successfully? What is their importance on global accounts? Results that do not match our 1st impression or expected results should not be overlooked. On the contrary, it is the unexpected data that is interesting for optimizing conversion funnels. The greater the recurrence, the more the “vein” has to be dug to improve the design and ergonomics of your site.

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Conclusions of an example user test (extract)

These tests made it possible to obtain an optimized information architecture quite close to the adequate one. Most testers were able to click in the “right” place to navigate to the forms. Also, an additional link could be relevant to converge users on the expected page.