Tuesday, April 14, 2009

How Quantitative Usability ca♠n Maximise ROI

What helps a site gain in ROI? ...

"With increasing pressure to maximise return on any online marketing investment and build customer loyalty, analysing customer journeys within the site and the overall customer experience can help companies to make informed decisions. Today, there are numerous existing ways to assess Internet ‘performance’ and positioning: regular ranking by popularity, online or offline satisfaction questionnaires, server availability and response time, web analysis data and user testing. Regardless of the quality of the data delivered, they all fail to specifically quantify and qualify onsite user experience, making it hard to build up a long lasting and reliable understanding of performance drivers online.

A European survey on major e-commerce players was recently carried out by Yuseo in the three leading European markets. The aim was to compare the respective performances of companies with similar business models, relying on more than 3,600 web users handled by Ciao Surveys.

e-Performance Observatory: a vital supplement of objective measures
This new-generation, independent observatory measures the performance of websites with a sample of internet users performing tasks at home in test conditions. Observing the behaviour of internet users on a large scale enables to truthfully quantify and qualify specifics of the customer experience while on the website and to understand how the interaction within this medium actually works. After performing each of the 8 tasks, participants specify how they felt and perceived the website while navigating through the specific and contextual questions.

Key findings on the UK market
According to the general performance across all tasks, Laskys and Amazon UK stand out, with a higher overall result than the average of the other websites evaluated. However, this hierarchy is not the same for all tasks. The sites studied do not have any major design faults considering their life cycle, just a set of small blocking elements. Found throughout the customer itinerary while navigating, they induce substantial differences in performance.
Thanks to the quantitative data available, the challenge is to identify and measure these obstacles, with a view to optimising as many of them as possible in order to allow as many users as possible user to complete their task in the most satisfactory manner."    (Continued via e-Performance Observatory, e-Performance Observatory, Usability News)    [Usability Resources]

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