NOTA AICEX: i test di usability sono davvero utili per testare il design e la navigabilità dei siti web ma anche l’email marketing e, non da ultima, la customer experience online. Del resto, quante volte vi è capitato di imbattervi in un sito di e-commerce la cui usability era totalmente da riscrivere?
Usability Testing isn’t just for gathering insight on live websites – you should use it to improve email marketing, design usable navigation and truly understand online Customer Experience.
1. Email Campaigns
Email Campaign Testing is becoming popular with marketeers who want user insight to drive improvements to their email campaigns by:
- helping them understand how different segments react to subject lines and body content
- ensuring the user journey from email to web is frictionless, consistent and persuasive
- providing assurance that embarrassing “gotchas” are covered, such as contradictory pricing on email and web.
Watch the video clip below to see Email Campaign Testing in action (for a travel brand).
2. Menu Improvement
An increasing number of our clients (especially those in e-commerce) are running “card sort” and “tree tests” to drive improvements to their website menus. These two simple techniques provide rich user insight into which menu labels, hierarchies and categories make sense to real people (and which are too internal facing). Needing no development resource to run they are great way to test your hypotheses.
Watch the video excerpt below to see a user “card sorting” (categorising) the menus for a fictitious bank.
3. Online Customer Experience
One type of Customer Experience test that’s becoming popular, especially for utilities, is where users provide undirected feedback on their login area (e.g. where they check and pay their bills or get help).
Typically there is no specific task for users only to “do what you usually do in your online account and give feedback as you do so”.
These types of tests are popular with Customer Service and CX professionals because they:
– highlight issues likely to affect retention rates
– reveal where direct contact can be “deflected” [from expensive call centres]
– can be run with competitors’ customers to identify their weaknesses.
Do you have any example usability tests to share?