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Web Designers - The Importance of User Testing

posted by: Heather  /  01 May 2009

More than ever, it is essential every penny spent by your business is spent well. Many companies will design and develop web systems based on their own preferences as opposed to the factual preferences of their intended target audience. This is a big mistake.

When these companies realise their developments are not delivering the expected results, they often throw more money at it, repeating the same mistakes! Let’s be clear; there is only one way to ensure your website development is effective and efficient ensuring satisfied users and that’s to carry out regular user testing programs.

As a general definition:

Usability is the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use

ISO 9241-11: Guidance on Usability (1998)

An effective website...

• Allows customers (users) to achieve their goals
• Has a high conversion rate
• Meets business objectives
• Delivers a positive brand image

An efficient website...

• Provides answers quickly
• Follows a logical sequence
• Doesn't waste resources
• Requires less content management time

A satisfied user...

• Achieves their goal
• Enjoys their experience
• Tells others
• Comes back again

When designing a website all of these points are crucial considerations. A great deal of time is spent testing various technical aspects of your site before it is available to the public. You will ensure that the navigation functions smoothly, forms can be submitted correctly, and the site behaves well on all browsers and so on.

While this is an excellent and obvious start, this approach can neglect a critical variable: your users.

Not only does user testing help identify potential problems with your site it also ensures that your site is compatible with the behavioral characteristics of your target market. And don’t forget… users that abandon your site due to poor usability are unlikely to return.

Here at Fivesite we can provide third party User Testing programs that always return valuable information and suggestions for improvement.

We create a profile of your average consumer, including valuable demographic information about the sex, average age, and earning potential of your users. The site is then looked at by a third party who has never had contact with your site before. The test is filmed and recorded and then we are able to see where there was confusion or complications in the site.

The user tests always throw up extremely interesting results. Generally the feedback has been very positive (which is just as important to hear) but where there are issues, we have been able to rectify them very promptly and to great success.

Doing a test such as this, combined with a thorough SEO program is the only way to successfully improve and monitor your websites success. For any questions or advice about user testing or improving your website please call us on 01234-292-200

* And don’t spend another penny on your development until you have the factual usage information to hand!