Zhong Zhixin: User Experience analysis-website usability (III)

 

Old rules: the main reason why users cannot complete the purchase is that the ease of use of the website is poor. The success rate may change in different industries and target user groups, but it is undeniable that the ease of use of websites is one of the most important reasons that many websites impede users' purchase. Next we will break it down from the last review. If you have not read the first and second episodes, you can search for Zhong Zhixin: User Experience analysis-site usability (1) and Zhong Zhixin on this site: user Experience analysis-ease of use of websites (2) or follow Zhong Zhixin's blog and webmaster's heart forum.

6. Information Design

The information design includes registration information, contact information, search information, and login information.

First, the shorter the registration information, the better. If you only need the user's email address, you only need to ask the email address. If you do not need other email addresses, you can add the user's name at most. remember that users are afraid of trouble.

To attract more users, do not ask too many questions as soon as the user name and email address are used as a registered user. Other personal backgrounds of attacks do not need to be asked so much during registration. you can remind users to enter more complete information in the background to make full use of WebSite Services.

The shorter the registration information, the better. There is only one exception, that is, if you really want to exclude most of the less serious page views, you only want those who are highly interested to contact you. If the value of your product is millions, you must register or contact the table project more, and add the following information before the information: Enter the following information, our sales director will contact you directly. This will filter out more than half of those who are not serious and just want to try registering.

The description of the information must be very clear. Most of the basic information, such as the email address and name, is clearly described as simple and complicated. For example, how can we find our website when users need to fill in the information? Provide options, such as introduction through search engines, other websites, and friends. Other methods.

When the technical conditions permit, the program should first confirm the data format accuracy during the user's information filling process. For example, the e-mail address is entered correctly, whether the contact number project contains impossible texts.

The organization and layout of the information should be clear. If it is only the email address and name, there will be no such problem. If you need to enter more details, you should clearly classify different projects and separate them with visual effects. Do not concatenate all projects so that users cannot find any connection problems.

Confirmation page. After the user submits the information, the user should be directed to a confirmation page, which should contain at least two parts. One is to confirm that the data has been submitted, and the other is to clearly tell the user what to do next, you can send an email to check whether a link is provided to directly access the user zone, or you can notify the user that the goods will be received within three days.

A confirmation email, no matter what the registration information is for, should send a confirmation email to the user after the submission is successful. The content of the email is similar to that on the confirmation page. The confirmation page is generally not stored by the user. You can save the confirmation email for future reference.

7. Too many choices are not good.

From the perspective of psychology and economics, too many choices imply some risks, such as higher opportunity costs, users' worries about the consequences of incorrect choices, and too many choices will directly lead to a decrease in service satisfaction.

In general, only two cases will not affect too many choices: (1) users are very clear about what they want, and (2) there is only one feature difference between various choices.

8. repeated tests

In fact, not only does the website compatibility need to be tested, but all functions of the website should be tested. After a user arrives at the website, can he immediately know what benefits the website can provide to him? Can I easily find the desired product information? Can the order be successfully completed? Can you quickly realize how to contact the company? Do users go through many unnecessary steps to achieve their website goals? All of these tests are required to know the actual results.

To test a website, you must find people other than the website design. For example, you can ask relatives and friends or hire users from several target customer groups to perform experiments. It must not be tested by the website designer, because the designer is very familiar with the entire system and cannot see the problem at all. During the test, the designer quietly observes the website browsing status of the test object and makes a detailed record.

The tester should be informed in advance that the website can be viewed freely and can be viewed wherever he wants. There is no right or wrong test, but the tester should not have any psychological pressure or intentionally browse the website based on the designer's ideas. Otherwise, the test results may be deviated.

A website usability test should usually be given a task, for example, finding a specific information on the website to complete the purchase process of a product.

The usability of websites can be measured by two indicators: one is the percentage of successful completion of a given task, and the other is the time required to complete a specific task. These two indicators give a general picture of the progress made by the website in several tests on Chinese language or other changes.

The problem is more likely to be detected by observing and recording all actions taken by testers on the website. Any person who has been tested WHO has deviated from the designer's pre-planned purchase route on the website is unable to complete the given task at all. He has become a cousin of the place where the website needs to be improved.

The ease of use of the website has ended. Thank you! Please stay tuned to Zhong Zhixin's blog or webmasters forum. My local news site www.maomingxinwen.com is here to exchange friendship with friends who are working on the local site. If you are interested, please contact me. Thank you!