ROUND 1 CLICK TEST - SEARCH VS LOOKING TEXT Which search bar do you prefer? ( I m searching for... vs Search ) A/B test 1 1
ROUND 1 RESULTS - CLICK TEST - SEARCH VS LOOKING TEXT Which search bar do you prefer? RESULTS Users preferred I m looking for over Search by a margin of two to one. Users had an easy time finding the Search fields. RECOMMENDATION Go with I m looking for ; no further testing needed. Clicks Heatmap
ROUND 1 CLICK TEST - SEARCH FIELD PLACEMENT Which search bar do you prefer? (placement of search field) A/B test 1 1
ROUND 1 RESULTS - CLICK TEST - SEARCH FIELD PLACEMENT Which search bar do you prefer? RESULTS Users preferred the higher Search field placement over placement in the navigation bar by a margin of two to one. Users had an easy time finding the Search fields. RECOMMENDATION Go with the higher placement; no further testing needed. Clicks Heatmap
ROUND 1 CLICK TEST - CONTINUE BUTTON Where would you click to go to the next screen? Click/heatmap test
ROUND 1 RESULTS - CLICK TEST - CONTINUE BUTTON Where would you click to go to the next screen? RESULTS Users quickly found both Continue buttons easily. The upper button got slightly more attention than the lower button. Keep both buttons as they were both highly used. RECOMMENDATION The button placements and color change are working well and don t require further testing. Clicks Heatmap
ROUND 1 CLICK TEST - EDIT CART Where would you click to edit your cart? Click/heatmap test
ROUND 1 RESULTS - CLICK TEST - EDIT CART Where would you click to edit your cart? RESULTS Two-thirds of users successfully found the Return to Cart text link, but it took twice as long as it did to find the Continue and Pay buttons in similar tests. One-third of users clicked around the card information field and the upper left screen area, perhaps due to the similarities in spelling cart and card. RECOMMENDATION Though editing the cart is a secondary function of this screen, it is an important user option. Test a new version with a slightly enhanced edit cart text link that doesn t take too much focus off the primary functions of entering credit card information and clicking Continue. Clicks Heatmap
ROUND 1 CLICK TEST - PURCHASE BUTTON Where would you click to complete the purchase? Click/hatmap test
ROUND 1 RESULTS - CLICK TEST - PURCHASE BUTTON Where would you click to complete the purchase? RESULTS Users quickly found the Place Your Order button. Almost 100% of users clicked on it. RECOMMENDATION The button placement and color change are working well and don t require further testing. Clicks Heatmap
ROUND 1 CLICK TEST - BROWSE VS CREATE ACCOUNT Which checkout method would you choose? Click/heatmap test 1 1
ROUND 1 RESULTS - CLICK TEST - BROWSE VS CREATE ACCOUNT Which checkout method would you choose? RESULTS 75% of users preferred the Browse option over the Create account option. Users had an easy time finding the buttons. RECOMMENDATION Offer both the Browse and Create account options. Clicks Heatmap
ROUND 1 FIVE-SECOND TEST - CREDIT CARD INFO 1. What s most prominent on the page? 2. Remember anything else? Five-second impression test
ROUND 1 RESULTS - FIVE-SECOND TEST - CREDIT CARD INFO 1. What s most prominent on the page? 2. Remember anything else? RESULTS About 50% of users initially remembered the credit card forms. On follow up, about 25% more remembered the forms. Overall about 75% remembered the form. About 30% of users initially remembered the logo. On follow up, about 15% more remembered the logo. Overall about 45% remembered the logo. (Though it s possible some people considered the logo as page chrome and noticed but didn t note it.) RECOMMENDATION Although branding is important, the prominence of the logo in the purchasing process should be lessened. Some online retailers, like Amazon, do this. And their logos are usually less prominent to begin with. Test a new version with smaller branding and more emphasis on action labels ( Enter credit/debit information etc). Text-response question Text-response answer word cloud 1. What s most prominent on the page? 2. Remember anything else? First answer Logo 22 Billing form 28 Continue button 5 Shopping cart 4 Second answer Logo 9 Billing form 14 Continue button 0 Shopping cart 4
ROUND 1 FIVE-SECOND TEST - SHIPPING INFORMATION 1. What s most prominent on the page? 2. Remember anything else? Five-second impression test
ROUND 1 RESULTS - FIVE-SECOND TEST - SHIPPING INFORMATION 1. What s most prominent on the page? 2. Remember anything else? RESULTS About 25% of users initially remembered the billing forms. On follow up, 25% more remembered the forms. Overall about 50% remembered the form. About 33% of users initially remembered the logo. On follow up, about 13% more remembered the logo. Overall about 46% remembered the logo. (Though it s possible some people considered the logo as page chrome and noticed but didn t note it.) Overall about 33% of people noticed the shopping cart; about 20% noticed the Continue button; about 20% noticed the shipping options. RECOMMENDATION Although branding is important, the prominence of the logo in the purchasing process should be lessened. Some online retailers, like Amazon, do this. And their logos are usually less prominent to begin with. Test a new version with smaller branding and more emphasis on action labels ( Enter credit/debit information etc). Text-response question Text-response answer word cloud 1. What s most prominent on the page? 2. Remember anything else? First answer Logo 21 Billing form 16 Continue button 10 Shopping cart 12 Breadcrumb 4 Shipping 3 Second answer Logo 8 Billing form 15 Continue button 3 Shopping cart 9 Breadcrumb 1 Shipping 8
USER SURVEYS, ESSENTIALHARDWARE.COM Overall Results and Recommendations No more testing recommended 1. Users greatly prefer I m looking for over generic Search language. Use I m looking for ; no further testing needed. 2. Users greatly prefer the Search field separated from the navigation bar. Keep the Search field as a separate unit; no further testing needed. 3. The action buttons ( Continue and Place Your Order ) were quickly and easily identified by users. No further testing needed. 4. Users greatly prefer to Browse rather than to Create a new account. Consider changing Create to be a screen/modal view at the end of the purchase process where users can opt to save all information and automatically create an account. More testing recommended 5. The prominence of the logo and tagline during the checkout process is getting too much of the users attention: we want them focused on completing their purchase first and foremost. Test a new version with less emphasis on the logo and more emphasis on action labels ( Enter credit/debit information etc). 6. About 33% of users had difficulty finding the link to edit their cart. Enhance the edit cart text link slightly. While it s not a primary function, it is important to users.