Brian Klepper is a usability expert with more than fifteen years of experience as a user advocate for companies like Netscape, AOL, Lexus, and others.
Surprisingly, you’re very often the last to know if your customers are having trouble with your website. And sometimes the most unexpected things can be a source of frustration. Interfaces which seem clear to you can be perplexing to them. Structures that seem obvious if you’ve used them before can be ambiguous to first-timers.
It’s never too late to improve an already good site.
Want to increase the participation of your audience? Simply adding a photo to a site has kicked up customer responses by 94%. Moving a graphic has rocketed response up 200%.
Want to improve customer satisfaction? The kind of relationship people think you’re asking for makes a huge difference. Something as simple as removing a link can improve satisfaction rates by 45%!
But you almost never have an inkling about these sorts of possibilities…or the issues that lie behind them…until you analyze and test. And let’s be honest—testing is really daunting, so it usually goes undone. Where do you start?
Which options are best? And then, what do you do with the data you’ve gathered? How do you go about turning it into a useful picture? Where do you start with changing your design? And what’s the best way to track the ongoing success (or failure) of these changes, so you can arrive at an ideal solution?
Brian Klepper is a usability expert with more than fifteen years of experience as a user advocate for companies like Netscape, AOL, Lexus, and others.
