zig zag for website

Helping Clients Answer Questions to Provide Good Direction

The Treistman Group – EyeTrackUX Conference June 2, 2010

Why Do They Zig When You Want Them to Zag on Your Website?

Presentation Agenda

Website perspective Revelations through observation, eye tracking and in-

depth interviewing Influencers of user experiences Illustrations of zigs and zags Conclusions Rules of the road for websites and research

The Treistman Group - EyeValue™

Websites are visited for fun, information, transactions, dialog…

Use and dependency on websites increases

They are a resource for marketing, brand relationships, ecommerce, education…

IN DESIGNING AND TWEAKING WEBSITES, ORGANIZATIONS SHOULD REMEMBER…

People who access the web have optionsTime on the internet is voluntary & finiteLong-term benefits depend on short-term user experiences


Websites often neglect basics

What happened to the tenets of attention, involvement and persuasion?

Are we ignoring the lesson of KISS? Where do visitor expectations and site

experiences intersect? How does this make a difference for usability research

and insuring website effectiveness?


Research that examines website variables and user expectations creates dynamic outcomes

Website metrics often focus on limited perspectives

Web analytics


Visitor satisfaction surveys

But website effectiveness is multidimensional

Click stream behaviorTransactions

At the websiteAfter the visit

There was a time eye tracking was a static phenomenon. I was there!


Now we can align interactive behavior, eye tracking and in-depth interviewing


EyeValue™ research framework…

Context for realism and comfort Exercises based on website goals Observation assists flexibility of interview Eye tracking as historical record of experience In-depth interviewing for understanding Analysis to align all the measures Insights to enhance website experience…and meet

corporate goals!


Research framework defined

Comfort as in a chair, a desk and a mouse Exercises that are based on corporate goals, not bells and whistles Observation by a professional who views eye tracking behavior and

interviews simultaneously Professional moderator who knows eye tracking and can adapt the

discussion and methodology Historical record of eye tracking and interview Use both behavioral and attitudinal consumer reactions in the

analysis Let the conclusions and recommendations be guided by the intent

of the website from a corporate point of view, i.e. why the research was done


Zigs and Zags are influenced by…

Reasons for visit User expectations Website design Content


Reasons for website visits vary and guide visitor expectations


Transactions – identify, examine, buy• Expect to achieve a

goal, within reasonable time interval

Gaming – play, improve, engage• Expect to feel

adrenaline rush, competitive

Information – search, find, acquire• Expect to learn…

desirable, serious, fun

Relaxation – decompress• Expect to self define…

Facebook, magazines, news, YouTube

Examining the impact of quests for:


Transactions

Information

Relaxation

Transaction expectations…


Locate the source• For the unknown and unfamiliar, it could be a Google away• Or someone, something sent the user to a specific site

Find the product• The Home Page can make all the difference• Search box is often the answer, and sometimes not

Buy• Limited options to make a purchase, reservation or sign up

Exercise to buy address labels: Avery 8663 at OfficeDepot.com


Example of transaction that requires work

Two landing pages are not better than one You can see it; you hear about it


Exercise to buy address labels:Avery 8663 at Staples.com


Example of a transaction made easy

Other observations about extra zigs and zags Add opportunity to improve the experience


Transaction zig zag conclusions

Be self evident at the point of transaction Provide certainty upon responding to request Deliver the product visitors want Identify, describe and leave no doubt-inform One landing page is better than two Include product reviews


Make the purchase process a slam dunk

Transaction zig zag cont’d

Know if video clips are welcomed or avoided Identify what added information is sought

Explore motivation required to influence clicking onto links, tabs

Unsuspecting visitors become irate when “attacked” with irrelevant messages, ads, etc.


Examine meaning of phrases; for example “More information…” has several meanings

Information expectations


Locate the knowledge source• I’ll “spot” what I’m looking for on the home page• Navigation will be intuitive

Find the information• If I don’t find what I want immediately, I’ll be able to find it quickly • Information order will be from general to detailed• I will be in control of the search

Interact, read, learn• I will understand the information

Information highway zig zag observations


Observing the role of menu bars and other navigation options


Paths of least resistance, with least solutions

“Kitchens” vs. drop down menu

Observing the landing page experience as search begins…


Information zig zag conclusions

Some menu bars and destinations overlooked

Pop up commercials, ads need an “X” box Visitors want to be in control Identify which ad approaches are acceptable “Before and after” pictures are engaging Delivering information from general to specific is

preferred Scrolling is rarely employed and content underneath

bypassedThe Treistman Group - EyeValue™

Video avoided for unknown content & time

Relaxation expectations


Anticipate feeling good• Chances are you came to the website directly• Familiarity fuels expectations

Feel good• The website won’t disappoint, because it has credibility• Traveling to the website initiates the emotion

Plan to visit again• Having a great experience will inspire return visits• Scheduling future visits influences commitment

Exercise: to become acquainted with the website


Example of relaxation zig zags


Visitor and site alignment create value

Exercise: to find trendy sunglasses


Most typed in sunglasses

What would you do? Where would you land?

What would

you do next?

Example of Zig Zag for sunglasses


Relaxation zig zag conclusions

Surfing does not guarantee website/home page understanding or full examination

Arrival at unrelated content leads to exit Search box use expected to lead to

answer

Home page return expected in one click Visitors often avoid videos - content & time Host site and sponsored links can compete


Several paths can be confusing/frustrating

Take into account objectives …make it win/win for all constituencies…corporate, website visitors

Align content hierarchy with visitor needs…tell them what they want to know right away…what comes first, the chicken or the egg…or the farm?

Expect to be on borrowed time…identify the potential time a visitor would allow…individual tolerance varies by need and expectations

Avoid bells, whistles, and unwanted noise…where is this visit taking place? At home? At work?…engagement is about love, not the date from hell

Rules of the Road- for the website & research


Rules of the Road, cont’d

Consider who is responsible for development…align creativity, content and navigation…IT, graphic designers, marketing, content

managers Examine visitor experience & expectations

…understand how prospects function on the internet…wants, needs, “turn offs”

Identify the competitive landscape…within the category…for the visitor’s time



Don’t hide messages, the critical links…they should be obvious…graphics can get in the way, designs are not

always clear Use the simplest words and icons

…say what you mean and mean what you say…clever can offset understanding

Make navigation intuitive…lead visitors by the hand and the eye…make the path of least resistance your website’s path



Recruit the right respondent, defined as prospective or actual visitor

Provide an appropriate location and context

Pay attention to eye tracking, visceral and attitudinal reactions

Don’t use short closed-end questions And above all engage professional senior

moderators familiar with eye tracking


Align website goals and research

Reasons for visit User expectations Website design Content


Make it a win/win for the user & the organization

Q & A


How do Zigs and Zags relate to your clients’ websites?

Does research play a role in planning, creating and monitoring success?

Is usability limited to testing bells and whistles, sometimes known as navigation?

How do client websites account for visitors’ expectations?

Do clients expect visitors “to go where no one wanted them to go before?”

zig zag for website

Business

website variables

website visits

website experienceand

website metrics

eye tracking behavior

time eye tracking

example of transaction

insuring website effectiveness