User Testing - The Foundation For Success
In 2003 I conducted Usability Testing studies fr ovr 20 clients nd was not asked on t include comparative analysis n th Usability Test
. I lk back nw nd find t qute bizarre that at the time I ddn't suggest r ws asked fr it. Wh w th?
Wll User Testing wa vr muh n it infancy nd I ws onl aware couple f pieces f literature whh vn hinted at th possibility f Usability Testing a comparative competitor analysis. Mayb I hould hav included it more frm the off but at the time th nl organizations remotely interested in Testing User analysis wr e-commerce sites, nd t th time vr lttl trust ws plced in e-business. If you hd n e-commerce site the chances wre tht t lt n th earlier you
Had automatic e-loyalty beaus tho willing t give up their credit card details t th web n th frst place wer vr unlkely to extend that trust t competitors website. Thr ws simply n point to compare ur sites t a competitors.
Nw as time has gone by w knw th statement to be less true.
Comparative competitor analysis essential. In depth competitor analysis forms significant part f th Testing User experience and gves clients real insight nt the successes nd failures of competitors website. User Testing to compare u nd our competitors web presence nw vr logical move as unlk eght years ag competitive website nw a necessity.
The Testing user analysis ntn n-depth competitor analysis part of a multiphase approach.
Of coure the nature f your competition will vary from client t client wth th added difference tht unlik ight years g t's n longer 'mb' fr n e-commerce site, but rus analysis for organizations with evn basic reference and resource sites.
How valuable though s th competitor data ou will receive back?
In all honesty clients find th data concerning ther wn site t b worse thn thir competitors.
Y the wll rbbl get th bttr User Testing feedback, but remember th motives ou have for wanting t compare the two n th frst place robbl based n th competitor having r are perceived t b havng mr success.
Even n th event tht u receive mor negativity than positivity th chances r tht through th
Testing User analysis they r easy t remedy. It's true well tht no n in th Testing User team h ver hd a client complain about th negativity beu nyne who commissions a Testing User analysis n th firt place s awake to th fact thr product r service sn't n me bubble
Untouchable b nne.
Thy wnt t b told straight what th playing field looks lke. Evn before u've implemented ny usability design changes yu've discovered that yur competitors web presence gt a bttr reaction frm users. You hve gained insight int hw yur competitor approaches thr online presence and wht works for thm m be abl t work fr u. It's worth mentioning as well that n my experience clients hve found negative feedback to b powerful motivators for thir teams.
That i Usability Testing in ts simplest form thugh. T identify and to improve.
On th thr hand yu ma find tht the Testing User report confirms tht yur web presence gts mre positive feedback thn our competitors. If s congratulations but lik in business n gain r advantage mre ften tht nt nl temporary, Usability s th sam nd you must continue t monitor and innovate th gains.
When th Testing User report cmes back frm ur usability panel th data quantified and finalized nto bespoke, board-room ready document. In general when looking t th competitor analysis we find that a general rule th pendulum will swing btwen 60% to 65% n ah direction. S rptvely x% worse r x% thn yur competitor. Of ure thre hav ben mny instances whr th report confirms differences f n or two percent, in th case we direct ou t the individual component scores n the report, which n often vary by 30% to 40%.
Ke n mind thugh th point I made but temporary gains through enhancements of our usability. Yu wll nw thugh hve th information t monitor nd improve th individual Usability components.
Th comparative competitor analysis h becom crucial component f th Testing User report. I hv en results from usability hang that hv ben implemented vr night. In fact I n thnk f on exampl whre simple design that wa noted on a competitors website hd allowed t client t reap 29% sales increase in that business quarter.
Now s great s th sounds Usability Testing i not magic wand solution so I wont quote ll the positive results every Testing User client ha achieved. Beid thr's to many variables that can affect the utcm. It's not a dig deep solution nither but f wnt to avoid gong through yur competitor trash t gt n insight and potential advantage th product ma well b fr yu.
by: Frank Holland
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