oh I’m lost early I I lost you camera
Darrell where are you oh boy Darrell
where are you you love you are you back
okay with I was thinking I didn’t really
want to be able to see myself during the
interview cuz it’s distracting okay I
guess it out of this nothing not look
hello everyone marco montemagno here
founder of tech alchemist and today I
have absolutely great guest and I tell
you why I’m so happy about and i have
here we meet Darrell Bennett our CEO and
co-founder of user testing comp hello
Darryl are you going yeah we had some
effort to create and just SAT up
everything I was talking with with
Darrell before about how difficult still
is difficult to record video interviews
so i hope you Darrell will create or
develop some kind of platform in the
near future and no today I want to talk
about usability and testing and how is
important to test your website or your
website or mobile or your mobile app
before to go online and in this way you
can have a lot of tips and I want to
start immediately with this one I’ve
been using user testing for the tech
alchemist website so I I tried and
tested on my skin and the one funny
thing that I immediately understood is
that on 10 people testing now I will ask
you to explain it a bit user testing the
comet work it works but on 10 people
that I tried all 10 people couldn’t
pronounce my surname so everyone they
couldn’t say montemagno and everyone say
multi mark no mark no mark no Doug not
like impossible and then I add the
genius idea of create on soundcloud how
to pronounce my surname with my voice so
when you go there you don’t know how to
put us good so click here it was good
alright so I think user testing calm is
a great really great service we are not
affiliated so it’s just that I tested it
and I say good this war it works and
everyone should use it in my opinion can
you explain it in 20 seconds while user
testing comb does for the users yeah the
the basic service is we’ve created a
large panel of users who will record
their screen and there
ways whether you use your website so you
can come to user testing calm and say
you’re you have a travel website you can
fill out a form saying i want to see 10
people who are planning a vacation in
the next six months and i want them to
use my website to try and book a
vacation in San Francisco and within
minutes members of our panel are
recording their screen and their voice
while they use that website and they’ll
be saying things like well i would type
San Francisco in the search box and in
about an hour you get back a video where
you see the user screen you hear them
speaking their thoughts and you see
their mouse movements their keystrokes
and you can start to understand where
users are getting stuck on your website
right I’ll show Darrell I will insert in
the in the video a sample of this
because for me was very powerful okay
i’m at petco home page and the first
task is to find the store it closest to
me so I’m looking for some sort of store
link mmm okay i’ll click on store
locator all right okay so i can enter
either my city and state or zip code i
usually use my zip because it’s faster
to type so i’ll put that in click find
let’s see Wow there are tons of stores
um I can’t really tell which one is
closest that’s not too helpful I don’t
maybe it would have been better if the
default view was zoomed in closer and
showed fewer stores I can hover over
these things for details I guess all
these red and blue things are all petco
logos but maybe something smaller would
have been better when I came on user
testing com the first time and I saw a
video where the video basically show the
reaction and the kind of video that you
were expecting from the users and I say
gosh you know if I
the guinea I was living scary and I’m
afraid because was very rough like
strike and not not brutal but I mean I
got reaction excellent feedbacks by the
way excellent feedbacks old I don’t know
how can you get to high quality feedback
but in beginning I was you know you
listen to a person while he’s watching
your website and give me your feedback
like oh gosh this this Italian is bald
so but it is really excel can you have
the disc disc quality of feedbacks how
do you select the users well first of
all you know these are just average
people oh come back in to become a
member of our panel we have around
10,000 people on our panel mom the to be
on our panel the user actually does a
sample video and we check to see if
they’re able to speak their thoughts
continuously and follow instructions and
then once they’re in our panel when our
clients run tests with us they can give
a one to five star rating on how helpful
that are that helpful help with that
Esther was so then we have an algorithm
and when we distribute the jobs we give
a little bit of priority to those users
those testers that tend to be more
verbal and have helpful things that they
say okay but they’re not at all experts
in any way they really just average
people who are good at talking while
their doings excellent oh not a
questioner how can you be so fast
because what really impressed me from
user testing calm is that I was just
asking for a test and then in I don’t
know 30 seconds I i could say people
getting the job and and started to so
how can you be so fast yeah well we just
well we have you know thousands and
thousands of people that are signed up
to do this and there are a lot of people
that are just at home
you know during the day playing virtual
games or on social networks I’m
candidate they get pings from us that
this is available and they they grab it
and so even though we distribute your
request for a person smallish group
within that group its first come first
serve so people tend to be you know
pretty aggressive and grabbing test
because if they don’t get it they want
so the economics of this are that you k
$39 participants you know so in your
case you had ten participants so that’s
three hundred ninety dollars ten dollars
of each $39 goes to the actual
participant okay and they’re just doing
it for about 20 minutes for a lot of
people that’s a very attractive
financial offer but I think maybe even
more importantly people find it they
really get the psychic benefit of you
know of saying what they think and
knowing that their opinion matters to
somebody what one of the people’s we
have that you one of the features we
have a Jew man out of experienced is
after the test you have the ability to
ask the user follow-up questions through
our websites like a chat session so
sometimes our clients use that as an
opportu- or thank the tester further
feedback oh man kind of site that kind
of thank you psychic reward it’s really
powerful and valuable to our panelists
absolutely so to recap for for people
watching this video um user testing that
cone $39 and you get the test from one
person and now I I want to go with you
deeper on the kind of demographic that
you can have on the tester anyway you
can have one test from one person and
you you will get a video well what the
person is is testing your website you
create all the questions that you want
him to answer so I don’t know have
look the website for five seconds and
then tell me what’s your feedback and
then you also get the answers to all the
questions so you can read also the
additional notes and then you can also
follow on follow back about deep
demographics I mean I’ve been testing a
male females I saw a panels from US UK
and Canada if i remember well so is it
for english websites let’s say yeah only
okay and yes yeah and what kind of
demographic you you can offer due to
users what’s your focus on it well
there’s two things here there’s the
demographics which you mentioned some of
age gender income experience on the web
what country they’re from if they are
ticipate in particular social networks
that they play certain types of games
and then you can also apply a screener
to the selection process and that is a
questionnaire that the user answers okay
some questions and if they answer the
ones if they answered the way you intend
they are able to do the test otherwise
they don’t so for example let’s say you
just wanted people who were users of
orange or AT&T telephone networks you
could ask what telephone network you use
and you could list all the competitors
and only the ones that selected orange
and a TMT would get through okay so
that’s called a screener actually where
you can apply the screener now and we
have our basic retail offering which is
what you saw on our website and we have
an enterprise offering which is a little
bit more expensive your commitment and
you get more features with that so you
get to use a more extensive screener you
get to get access to a larger pool of
testers and so that’s one of the areas
that
is an advantage to sunny with our
enterprise program that’s great i want
to give you a few example appear
examples more to to make people
understand exactly what these kind of
services is giving obviously i mean this
is the topic of usage usability in my
opinion and i think for how many years
I’ve been doing stuff online and so less
testing you know because maybe you think
okay we’ll see you know we you just go
out get the feedback from the users and
that’s it but in this way you can avoid
so many mistakes before and I mean I was
thinking about my experience and I’ve
been testing is it better a photo or a
video on the homepage what is better I
don’t know the bio is a good by use that
bought by oh do you understand what what
is the website is about yes or no is it
you know so many things that you can
test and in this way yeah it helps to
improve the website the product or a
service and I think I they comment on
that because people are much more
familiar with doing a be testing using
their analytics packages and what we
find is that usability testing is very
complementary to ad testing and in this
way when you when you want to change
something on your website to see if it
increases your conversion rate you run
an ad test one of the questions you have
is what should I test Ryan oftentimes I
think people are kind of guessing at
things that they think might help and in
general eighty percent of the time when
you run an ad test a win’s the new idea
to fail but when you use our service or
you do usability testing on your website
you find areas that appear to be really
problematic and you can run tests to see
if changes to those areas increase your
conversion rates so for example on your
video versus photo it might be that you
if you ran an a/b test the photo win
right but it could be just that what
people don’t understand the video or
they find the first 20 seconds of the
video it’s not that helpful so they
don’t watch the whole thing so if you
ran usability tests on the video you
might find Oh people don’t understand
this part of what I’m what I’m trying to
communicate here and fixing the video
might be something that increases your
conversion rate you can test that using
analytics yeah just to recap above young
a be testing for people who are not so
inside a be testing is a way of testing
I don’t know title I try to write a
title with different ward or a different
color so I test two versions and I come
up in my mind services like optimizely
or this kind of tools that they just let
you run this kind of all tests all right
the core the core thing there is half
the people see one version and half the
people see the other version and you
compare the can with what the conversion
rates are for those two perfect um how
about mobile Daryl um I’ve been testing
on on a website I did none yet try the
mobile version do you allow to test your
your website on mobile and to test a
mobile app or only website how is which
is the experience of your website on a
mobile device yeah you can test anything
on a mobile device and I’d like to
quickly explain how we yeah so your
listeners understand what we’ve done is
we’ve sent out to hundreds of our
testers I think we’re around getting
close to a thousand people who have our
webcam on a stand that we’ve sent them
okay and so they connect after their
computer and for the test they hold
their mobile device underneath the
camera and they use their fingers like
they normally would and the video feed
for that camera is going on to the
computer screen for the user and getting
recorded just like our normal service
works and that video gets uploaded and
everything
say okay so excuse me sir excuse me to
interrupt you so use send two thousand
nine thousand people more arrests a
webcam on a stand that they use and the
webcam is just connected with their
laptop and they can record everything
that is under their webcam that’s right
okay yeah so what you get back is a
video where you see the person’s hand
holding the device and you see their
fingers doing gestures on the device and
so that means you know it doesn’t matter
what platform or whether you’re testing
and you know a nap or a mobile website
it could be done on a iPad or tablet any
other tablet so all right it kind of
covers all the bases and and we find
that it’s really valuable to have to be
able to see the actual persons hand and
the physical phone I mean not only do
you get the gestures but you know you
have the gyro so that they’re playing a
game you can see them tipping the phone
it has gps so you can tell you know if
the application is GPS you can see that
and you get feedback like the person’s
playing a game for example but it’s
designed such that their fingers are too
large relative to the you know items on
the phone and they can’t get it to work
yeah so it’s important I think to be
able to see their hands and see real
usage amazing and can you ask those
users also i don’t know you want to test
only on android you we want to test only
on ipad i dinna right right you can note
yeah when you when you go through the
process of setting up the test you can
specify which device you wanted to
detest excellent and how do they record
their audio through the webcam yeah yeah
man you Hakeem has a built-in microphone
all right excellent yeah so in this way
you solve the problem to to record the
screen from inside that is always that
you you really don’t get I think the
experience all of the users so I think
this is super cool
all right I think user testing the com
also got three million funding in
September possible okay yes so you
growing and what’s your next plan for
the company um well it’s mainly just
growing all the offerings that we
currently have we are having you know
good success selling our offering into
larger companies I mean when we started
the business we were thinking you know
usability testing is something that’s
very expensive and only the biggest
companies have four to do it so we’re
going to create something really simple
and fast and expensive so everybody can
do this kind of testing and then later
on we started to realize a lot of large
companies were using our service and we
started to provide them with additional
features and services that they wanted
and we’ve had good success selling to
those companies so we are continuing to
add more and more services and things
with those companies are looking for
okay and i don’t think that i saw non
your blog and user testing com blog was
about an integration with the
prototyping prototyping tool and I I
thought was pretty interesting
prototyping tool are tools like I don’t
know balsamic or just in mind I think is
the one yeah you’re integrating so our
tools that help people companies to
create a prototype as they say and in
this way you don’t have to code from
zero your prototype you just use this
tool and then if the prototype is good
then you will cold it you create the
proper peppa and you create an
integration so i thought was pretty
interesting about that yeah no I mean I
think it’s important to point out that
this is a tool that is not meant to only
be used on a production website I mean
the the famous you know words of advice
our test early test often and so we want
to try and make it easier for people to
start to test things early in the
process I mean the reason for that
advice is of course is that the further
along you get in the development of your
new feature or your website the harder
it is to make changes both technically
and psychologically we become invested
in what you’ve created and it’s scary to
find out that all that time you invested
you know was headed down the wrong path
so you really want to try and test early
and so one of the advantages of you know
testing with our panel is be there our
panel is comfortable with instructions
that say hey this is not a fully
functional website here this is just a
partially functional I’m trying to
understand some things an example would
be here’s a website only the top level
navigation works and nothing else on the
page works that’s intended what I want
to know is what I you know the west side
owner wants you don’t know is if you
were trying to find this particular
piece of information on my website which
what would you click on in the
navigation to get there and so you can
start by just no testing that out and
getting that right before you build out
the rest of your webs right so with this
latest integration you can upload still
images I mean you can upload like a PDF
file or a JPEG and you can have people
look at three different versions of a
mockup of a home page we have them give
you some feedback on that or you can
work with our partner like just in mind
and you can build a functional prototype
which allows you to kind of click around
even though things don’t necessarily
work and have our testers try that try
your prototype at encasing early
feedback on that when user testing don’t
comb is launching new stuff are you
testing on user testing the cohort on we
do we use our own service and a little
bit harder because our existing panel of
users are already familiar with our
website okay so you don’t get those
fresh eyes but we are able to test lots
of things in our site but you know I
want to say that usability testing is
one great tool for getting feedback but
there are other important ways to
solicit feedback your customers like
giving people an easy way to click on
something on your site and and give you
feedback I got pop-up surveys and
they’re like we use an exit survey when
you leave the site you quickly show you
a positive hey you know if you didn’t
find what you’re looking for here you
could you tell us why you know whatever
okay so about this darrell i mean so
many years that you are inside this word
of usability testing so can you can you
say okay i don’t know three things that
absolutely someone running a business
online has absolutely to do to do before
launching his website if you if you
should suggest at least three things
three kind of test or three your your
personal framework to to test your stuff
online before to launch it would be yeah
well i’m going to give you those three
things that i’m going to just briefly
say that when you run a test like this
there’s kind of a spectrum of feedback
that you get on one end is can people
just are they able to accomplish
fundamental tasks on your site can they
get through their get through the other
is persuasion is the user mode can you
are you successfully motivating the user
to try and accomplish this task on your
website and so that gets me to the three
suggestions that I would have first it’s
really valuable to run what we call a
five second test on your website to have
users look at your site for for you know
five to ten seconds and then look away
and try and explain what what did they
what do they remember what do they
understand the site does because there’s
so many situations where that’s really
how long you have to motivate a user to
move forward the common situation is
there clicking on a
on a pay-per-click ad on Google you know
and and they’ve read the ad and they
expect something and the question is in
their mind is when they get that website
there quickly trying to assess is this
relevant does this match what I was
expecting and if it doesn’t they leave
and you wasted your you know your click
so we make it really easy on user
testing calm when you run a test with
our service we have a whole way up
template set up so you can select
pre-created questions and then test
don’t users so one of them is that five
seconds test and so will actually show
them your website and then not show them
your website or maybe we’ll show you the
website will show the user the website
for 57 seconds and then we won’t show it
and then we’ll give them the question so
that’s all kind of setup so first tip is
5 second test for me was very very
useful i I’ve been changing the website
because I understood that it was not so
clear the message and when I did the
change then it got a good impact all
right yeah and then I would say the
second thing I recommend is Kenny you
user do the most common important thing
on your website easily and successfully
so for a lot of retailers that is can
they find the product they’re looking
for and can they successfully make it
through the checkout process it’s it’s
really hard to create a easy checkout
process and users can get easily
frustrated leave your website and so you
want to try and simplify your forms so
you’re not asking them to do anything
unnecessarily you want to just you know
the fewer fields that there are on
checkout form the more likely you are to
have success the checkout form is the
most likely place that you’re going to
lose the user no just testing the basic
function can they do the basic thing
that they’re supposed to do on your
website and I think a mistake that
probably is commonly made is of course
they can check out on my website I mean
people are doing it all the time you
know I would have known if I were a
problem but in fact we are gotten used
to accepting three percent conversion
rates you know with the visitors to our
website so there’s you know ninety seven
percent of the time something’s going
wrong and so there’s plenty to learn
they’re the best websites have twenty
twenty-five percent conversion rates so
it goes to show you it is possible
there’s tons of room phone booth okay
and then I guess the third thing I would
say applies to a lot of websites is
testing the search on your website
search is kind of the lifeline for the
user they get to website and they’re
kind of confused that their first
instinct is to go to that search box and
delivering you and um and you need it
you want to be delivering very relevant
search results and because if the user
doesn’t see what they’re looking for on
the first search effort that they make
happy users will leave the site right at
that point and let me try yeah and if
they try again it keeps going half will
leave right away if they don’t you know
so you lose three quarters on the first
two time to invest um so search can
often be improved by better handling of
you know unusual characters predictive
search has become really important these
days okay and and if you don’t have the
kind of the budget to build a you know a
really great search system google
actually offers a free search solution
where you can put some JavaScript on
your page and it shows a search box and
then you get a page of search results
with Google you know and that’s
sometimes a good way to start is you
learn from that what people are
searching on and what’s really important
and if you could build your own search
you start with habits and data there
right predicted search I just remember
to do viewers like the one you finding
Google now Google Instant or
go on Cora Cora the you find you know
the kind of search that the people the
kind of queries that people are looking
for so this is very interesting as
you’re typing the search suggests were
possible things that you might be
looking for just be honest yeah are
there any specific tools on online tools
that you would recommend to run several
tests I mean not only user testing calm
but are there any specific tools that
you use or you would recommend and I’m
also thinking about how they call the
heat map to see where the user is
clicking or this way are there any
specific tools to do would suggest yeah
there are numbers of lightweight tools
that are valuable I could recommend a
site called use of usability hub
usability hump yeah and they’ve got a
number of tools that help you or things
like finding out having a large number
of users go to your site and asking them
to do something and then seeing where
their first click is you can get a map
showing where all the first clicks were
okay and then there’s a there’s a tool
called attention wizard mention wizard
it’s kind of interesting because what
they’ve done is they have studied actual
heat maps heat maps are where you have a
large number of users use a website and
you keep track of where their mouse
moves Oh actually the true heat map is
you have a large number of users that
are hooked up with eye tracking devices
okay so it can tell where their eyes are
looking on the page and that’s you know
that can be a very valuable tool that
you know it’s very kind of expensive
time-consuming thing to do but it can
give you some insights as to where users
are focusing on the page and attention
wizard has done a detailed analysis of
many many
of the eye tracking heatmaps interesting
and it has built an algorithm to kind of
predict based on what based on the
colors and the photos and the position
of things on a page predict what an
eye-tracking heat map will probably look
like for that image so amazing yes you
can just upload your homepage detention
wizard calm and you can you get back a
heat map it shows you colors on your
home page indicating the you know where
red is is where people are most
intensely the most frequently looking
and then orange you know also very
popular but not as much and then yellow
and so you get that kind of information
amazing amazing how very interesting
we’re in traditional but last question
Darryl and then I like to go down all
your super busy mmm what what wiII
happen next in usability because now I
mean I heard a recent interview from
Mark Zuckerberg and he was only talking
about mobile and google for ages now
they only say Oh mobile first mobile
mobile mobile so everything looks like
it’s changing I’m and iPad and so on so
what will change in the usability ward
Annie or everything will stay the same
or with all these devices we should
think about a totally different way
you’re designing our yeah online
presence are what we’re seeing actually
already and our is that website owners
are recognizing that their users are
interacting with their web presence on
multiple devices so um and you may go to
you may be out shopping and see it an
item that you’re interested in
and you might look it up on amazon.com
and then when you get back to your
office you might go and research that I
did a little bit more and then complete
the purchase on amazon.com or you might
so so that’s one example so we see that
people who are responsible for websites
or an online presence are going to need
to make sure that the user can move
between devices and maintain the same
session and that things are consistent
so that they stop thinking that there’s
much of a difference between being on
their computer or on their mobile device
they can you know so moving across
screens that you know that is what we
see the future of testing you’re going
to need a test across all devices the
trend okay excellent Darryl thank you so
much Darryl Benatar a CEO and co-founder
of user testing come have a look guys
because it’s a great website and also
will check to the couple of websites
that you suggested very interesting and
thanks is a much good luck for
everything durable yeah thank you so much Marco as a pleasure thank you
Darrell where are you oh boy Darrell
where are you you love you are you back
okay with I was thinking I didn’t really
want to be able to see myself during the
interview cuz it’s distracting okay I
guess it out of this nothing not look
hello everyone marco montemagno here
founder of tech alchemist and today I
have absolutely great guest and I tell
you why I’m so happy about and i have
here we meet Darrell Bennett our CEO and
co-founder of user testing comp hello
Darryl are you going yeah we had some
effort to create and just SAT up
everything I was talking with with
Darrell before about how difficult still
is difficult to record video interviews
so i hope you Darrell will create or
develop some kind of platform in the
near future and no today I want to talk
about usability and testing and how is
important to test your website or your
website or mobile or your mobile app
before to go online and in this way you
can have a lot of tips and I want to
start immediately with this one I’ve
been using user testing for the tech
alchemist website so I I tried and
tested on my skin and the one funny
thing that I immediately understood is
that on 10 people testing now I will ask
you to explain it a bit user testing the
comet work it works but on 10 people
that I tried all 10 people couldn’t
pronounce my surname so everyone they
couldn’t say montemagno and everyone say
multi mark no mark no mark no Doug not
like impossible and then I add the
genius idea of create on soundcloud how
to pronounce my surname with my voice so
when you go there you don’t know how to
put us good so click here it was good
alright so I think user testing calm is
a great really great service we are not
affiliated so it’s just that I tested it
and I say good this war it works and
everyone should use it in my opinion can
you explain it in 20 seconds while user
testing comb does for the users yeah the
the basic service is we’ve created a
large panel of users who will record
their screen and there
ways whether you use your website so you
can come to user testing calm and say
you’re you have a travel website you can
fill out a form saying i want to see 10
people who are planning a vacation in
the next six months and i want them to
use my website to try and book a
vacation in San Francisco and within
minutes members of our panel are
recording their screen and their voice
while they use that website and they’ll
be saying things like well i would type
San Francisco in the search box and in
about an hour you get back a video where
you see the user screen you hear them
speaking their thoughts and you see
their mouse movements their keystrokes
and you can start to understand where
users are getting stuck on your website
right I’ll show Darrell I will insert in
the in the video a sample of this
because for me was very powerful okay
i’m at petco home page and the first
task is to find the store it closest to
me so I’m looking for some sort of store
link mmm okay i’ll click on store
locator all right okay so i can enter
either my city and state or zip code i
usually use my zip because it’s faster
to type so i’ll put that in click find
let’s see Wow there are tons of stores
um I can’t really tell which one is
closest that’s not too helpful I don’t
maybe it would have been better if the
default view was zoomed in closer and
showed fewer stores I can hover over
these things for details I guess all
these red and blue things are all petco
logos but maybe something smaller would
have been better when I came on user
testing com the first time and I saw a
video where the video basically show the
reaction and the kind of video that you
were expecting from the users and I say
gosh you know if I
the guinea I was living scary and I’m
afraid because was very rough like
strike and not not brutal but I mean I
got reaction excellent feedbacks by the
way excellent feedbacks old I don’t know
how can you get to high quality feedback
but in beginning I was you know you
listen to a person while he’s watching
your website and give me your feedback
like oh gosh this this Italian is bald
so but it is really excel can you have
the disc disc quality of feedbacks how
do you select the users well first of
all you know these are just average
people oh come back in to become a
member of our panel we have around
10,000 people on our panel mom the to be
on our panel the user actually does a
sample video and we check to see if
they’re able to speak their thoughts
continuously and follow instructions and
then once they’re in our panel when our
clients run tests with us they can give
a one to five star rating on how helpful
that are that helpful help with that
Esther was so then we have an algorithm
and when we distribute the jobs we give
a little bit of priority to those users
those testers that tend to be more
verbal and have helpful things that they
say okay but they’re not at all experts
in any way they really just average
people who are good at talking while
their doings excellent oh not a
questioner how can you be so fast
because what really impressed me from
user testing calm is that I was just
asking for a test and then in I don’t
know 30 seconds I i could say people
getting the job and and started to so
how can you be so fast yeah well we just
well we have you know thousands and
thousands of people that are signed up
to do this and there are a lot of people
that are just at home
you know during the day playing virtual
games or on social networks I’m
candidate they get pings from us that
this is available and they they grab it
and so even though we distribute your
request for a person smallish group
within that group its first come first
serve so people tend to be you know
pretty aggressive and grabbing test
because if they don’t get it they want
so the economics of this are that you k
$39 participants you know so in your
case you had ten participants so that’s
three hundred ninety dollars ten dollars
of each $39 goes to the actual
participant okay and they’re just doing
it for about 20 minutes for a lot of
people that’s a very attractive
financial offer but I think maybe even
more importantly people find it they
really get the psychic benefit of you
know of saying what they think and
knowing that their opinion matters to
somebody what one of the people’s we
have that you one of the features we
have a Jew man out of experienced is
after the test you have the ability to
ask the user follow-up questions through
our websites like a chat session so
sometimes our clients use that as an
opportu- or thank the tester further
feedback oh man kind of site that kind
of thank you psychic reward it’s really
powerful and valuable to our panelists
absolutely so to recap for for people
watching this video um user testing that
cone $39 and you get the test from one
person and now I I want to go with you
deeper on the kind of demographic that
you can have on the tester anyway you
can have one test from one person and
you you will get a video well what the
person is is testing your website you
create all the questions that you want
him to answer so I don’t know have
look the website for five seconds and
then tell me what’s your feedback and
then you also get the answers to all the
questions so you can read also the
additional notes and then you can also
follow on follow back about deep
demographics I mean I’ve been testing a
male females I saw a panels from US UK
and Canada if i remember well so is it
for english websites let’s say yeah only
okay and yes yeah and what kind of
demographic you you can offer due to
users what’s your focus on it well
there’s two things here there’s the
demographics which you mentioned some of
age gender income experience on the web
what country they’re from if they are
ticipate in particular social networks
that they play certain types of games
and then you can also apply a screener
to the selection process and that is a
questionnaire that the user answers okay
some questions and if they answer the
ones if they answered the way you intend
they are able to do the test otherwise
they don’t so for example let’s say you
just wanted people who were users of
orange or AT&T telephone networks you
could ask what telephone network you use
and you could list all the competitors
and only the ones that selected orange
and a TMT would get through okay so
that’s called a screener actually where
you can apply the screener now and we
have our basic retail offering which is
what you saw on our website and we have
an enterprise offering which is a little
bit more expensive your commitment and
you get more features with that so you
get to use a more extensive screener you
get to get access to a larger pool of
testers and so that’s one of the areas
that
is an advantage to sunny with our
enterprise program that’s great i want
to give you a few example appear
examples more to to make people
understand exactly what these kind of
services is giving obviously i mean this
is the topic of usage usability in my
opinion and i think for how many years
I’ve been doing stuff online and so less
testing you know because maybe you think
okay we’ll see you know we you just go
out get the feedback from the users and
that’s it but in this way you can avoid
so many mistakes before and I mean I was
thinking about my experience and I’ve
been testing is it better a photo or a
video on the homepage what is better I
don’t know the bio is a good by use that
bought by oh do you understand what what
is the website is about yes or no is it
you know so many things that you can
test and in this way yeah it helps to
improve the website the product or a
service and I think I they comment on
that because people are much more
familiar with doing a be testing using
their analytics packages and what we
find is that usability testing is very
complementary to ad testing and in this
way when you when you want to change
something on your website to see if it
increases your conversion rate you run
an ad test one of the questions you have
is what should I test Ryan oftentimes I
think people are kind of guessing at
things that they think might help and in
general eighty percent of the time when
you run an ad test a win’s the new idea
to fail but when you use our service or
you do usability testing on your website
you find areas that appear to be really
problematic and you can run tests to see
if changes to those areas increase your
conversion rates so for example on your
video versus photo it might be that you
if you ran an a/b test the photo win
right but it could be just that what
people don’t understand the video or
they find the first 20 seconds of the
video it’s not that helpful so they
don’t watch the whole thing so if you
ran usability tests on the video you
might find Oh people don’t understand
this part of what I’m what I’m trying to
communicate here and fixing the video
might be something that increases your
conversion rate you can test that using
analytics yeah just to recap above young
a be testing for people who are not so
inside a be testing is a way of testing
I don’t know title I try to write a
title with different ward or a different
color so I test two versions and I come
up in my mind services like optimizely
or this kind of tools that they just let
you run this kind of all tests all right
the core the core thing there is half
the people see one version and half the
people see the other version and you
compare the can with what the conversion
rates are for those two perfect um how
about mobile Daryl um I’ve been testing
on on a website I did none yet try the
mobile version do you allow to test your
your website on mobile and to test a
mobile app or only website how is which
is the experience of your website on a
mobile device yeah you can test anything
on a mobile device and I’d like to
quickly explain how we yeah so your
listeners understand what we’ve done is
we’ve sent out to hundreds of our
testers I think we’re around getting
close to a thousand people who have our
webcam on a stand that we’ve sent them
okay and so they connect after their
computer and for the test they hold
their mobile device underneath the
camera and they use their fingers like
they normally would and the video feed
for that camera is going on to the
computer screen for the user and getting
recorded just like our normal service
works and that video gets uploaded and
everything
say okay so excuse me sir excuse me to
interrupt you so use send two thousand
nine thousand people more arrests a
webcam on a stand that they use and the
webcam is just connected with their
laptop and they can record everything
that is under their webcam that’s right
okay yeah so what you get back is a
video where you see the person’s hand
holding the device and you see their
fingers doing gestures on the device and
so that means you know it doesn’t matter
what platform or whether you’re testing
and you know a nap or a mobile website
it could be done on a iPad or tablet any
other tablet so all right it kind of
covers all the bases and and we find
that it’s really valuable to have to be
able to see the actual persons hand and
the physical phone I mean not only do
you get the gestures but you know you
have the gyro so that they’re playing a
game you can see them tipping the phone
it has gps so you can tell you know if
the application is GPS you can see that
and you get feedback like the person’s
playing a game for example but it’s
designed such that their fingers are too
large relative to the you know items on
the phone and they can’t get it to work
yeah so it’s important I think to be
able to see their hands and see real
usage amazing and can you ask those
users also i don’t know you want to test
only on android you we want to test only
on ipad i dinna right right you can note
yeah when you when you go through the
process of setting up the test you can
specify which device you wanted to
detest excellent and how do they record
their audio through the webcam yeah yeah
man you Hakeem has a built-in microphone
all right excellent yeah so in this way
you solve the problem to to record the
screen from inside that is always that
you you really don’t get I think the
experience all of the users so I think
this is super cool
all right I think user testing the com
also got three million funding in
September possible okay yes so you
growing and what’s your next plan for
the company um well it’s mainly just
growing all the offerings that we
currently have we are having you know
good success selling our offering into
larger companies I mean when we started
the business we were thinking you know
usability testing is something that’s
very expensive and only the biggest
companies have four to do it so we’re
going to create something really simple
and fast and expensive so everybody can
do this kind of testing and then later
on we started to realize a lot of large
companies were using our service and we
started to provide them with additional
features and services that they wanted
and we’ve had good success selling to
those companies so we are continuing to
add more and more services and things
with those companies are looking for
okay and i don’t think that i saw non
your blog and user testing com blog was
about an integration with the
prototyping prototyping tool and I I
thought was pretty interesting
prototyping tool are tools like I don’t
know balsamic or just in mind I think is
the one yeah you’re integrating so our
tools that help people companies to
create a prototype as they say and in
this way you don’t have to code from
zero your prototype you just use this
tool and then if the prototype is good
then you will cold it you create the
proper peppa and you create an
integration so i thought was pretty
interesting about that yeah no I mean I
think it’s important to point out that
this is a tool that is not meant to only
be used on a production website I mean
the the famous you know words of advice
our test early test often and so we want
to try and make it easier for people to
start to test things early in the
process I mean the reason for that
advice is of course is that the further
along you get in the development of your
new feature or your website the harder
it is to make changes both technically
and psychologically we become invested
in what you’ve created and it’s scary to
find out that all that time you invested
you know was headed down the wrong path
so you really want to try and test early
and so one of the advantages of you know
testing with our panel is be there our
panel is comfortable with instructions
that say hey this is not a fully
functional website here this is just a
partially functional I’m trying to
understand some things an example would
be here’s a website only the top level
navigation works and nothing else on the
page works that’s intended what I want
to know is what I you know the west side
owner wants you don’t know is if you
were trying to find this particular
piece of information on my website which
what would you click on in the
navigation to get there and so you can
start by just no testing that out and
getting that right before you build out
the rest of your webs right so with this
latest integration you can upload still
images I mean you can upload like a PDF
file or a JPEG and you can have people
look at three different versions of a
mockup of a home page we have them give
you some feedback on that or you can
work with our partner like just in mind
and you can build a functional prototype
which allows you to kind of click around
even though things don’t necessarily
work and have our testers try that try
your prototype at encasing early
feedback on that when user testing don’t
comb is launching new stuff are you
testing on user testing the cohort on we
do we use our own service and a little
bit harder because our existing panel of
users are already familiar with our
website okay so you don’t get those
fresh eyes but we are able to test lots
of things in our site but you know I
want to say that usability testing is
one great tool for getting feedback but
there are other important ways to
solicit feedback your customers like
giving people an easy way to click on
something on your site and and give you
feedback I got pop-up surveys and
they’re like we use an exit survey when
you leave the site you quickly show you
a positive hey you know if you didn’t
find what you’re looking for here you
could you tell us why you know whatever
okay so about this darrell i mean so
many years that you are inside this word
of usability testing so can you can you
say okay i don’t know three things that
absolutely someone running a business
online has absolutely to do to do before
launching his website if you if you
should suggest at least three things
three kind of test or three your your
personal framework to to test your stuff
online before to launch it would be yeah
well i’m going to give you those three
things that i’m going to just briefly
say that when you run a test like this
there’s kind of a spectrum of feedback
that you get on one end is can people
just are they able to accomplish
fundamental tasks on your site can they
get through their get through the other
is persuasion is the user mode can you
are you successfully motivating the user
to try and accomplish this task on your
website and so that gets me to the three
suggestions that I would have first it’s
really valuable to run what we call a
five second test on your website to have
users look at your site for for you know
five to ten seconds and then look away
and try and explain what what did they
what do they remember what do they
understand the site does because there’s
so many situations where that’s really
how long you have to motivate a user to
move forward the common situation is
there clicking on a
on a pay-per-click ad on Google you know
and and they’ve read the ad and they
expect something and the question is in
their mind is when they get that website
there quickly trying to assess is this
relevant does this match what I was
expecting and if it doesn’t they leave
and you wasted your you know your click
so we make it really easy on user
testing calm when you run a test with
our service we have a whole way up
template set up so you can select
pre-created questions and then test
don’t users so one of them is that five
seconds test and so will actually show
them your website and then not show them
your website or maybe we’ll show you the
website will show the user the website
for 57 seconds and then we won’t show it
and then we’ll give them the question so
that’s all kind of setup so first tip is
5 second test for me was very very
useful i I’ve been changing the website
because I understood that it was not so
clear the message and when I did the
change then it got a good impact all
right yeah and then I would say the
second thing I recommend is Kenny you
user do the most common important thing
on your website easily and successfully
so for a lot of retailers that is can
they find the product they’re looking
for and can they successfully make it
through the checkout process it’s it’s
really hard to create a easy checkout
process and users can get easily
frustrated leave your website and so you
want to try and simplify your forms so
you’re not asking them to do anything
unnecessarily you want to just you know
the fewer fields that there are on
checkout form the more likely you are to
have success the checkout form is the
most likely place that you’re going to
lose the user no just testing the basic
function can they do the basic thing
that they’re supposed to do on your
website and I think a mistake that
probably is commonly made is of course
they can check out on my website I mean
people are doing it all the time you
know I would have known if I were a
problem but in fact we are gotten used
to accepting three percent conversion
rates you know with the visitors to our
website so there’s you know ninety seven
percent of the time something’s going
wrong and so there’s plenty to learn
they’re the best websites have twenty
twenty-five percent conversion rates so
it goes to show you it is possible
there’s tons of room phone booth okay
and then I guess the third thing I would
say applies to a lot of websites is
testing the search on your website
search is kind of the lifeline for the
user they get to website and they’re
kind of confused that their first
instinct is to go to that search box and
delivering you and um and you need it
you want to be delivering very relevant
search results and because if the user
doesn’t see what they’re looking for on
the first search effort that they make
happy users will leave the site right at
that point and let me try yeah and if
they try again it keeps going half will
leave right away if they don’t you know
so you lose three quarters on the first
two time to invest um so search can
often be improved by better handling of
you know unusual characters predictive
search has become really important these
days okay and and if you don’t have the
kind of the budget to build a you know a
really great search system google
actually offers a free search solution
where you can put some JavaScript on
your page and it shows a search box and
then you get a page of search results
with Google you know and that’s
sometimes a good way to start is you
learn from that what people are
searching on and what’s really important
and if you could build your own search
you start with habits and data there
right predicted search I just remember
to do viewers like the one you finding
Google now Google Instant or
go on Cora Cora the you find you know
the kind of search that the people the
kind of queries that people are looking
for so this is very interesting as
you’re typing the search suggests were
possible things that you might be
looking for just be honest yeah are
there any specific tools on online tools
that you would recommend to run several
tests I mean not only user testing calm
but are there any specific tools that
you use or you would recommend and I’m
also thinking about how they call the
heat map to see where the user is
clicking or this way are there any
specific tools to do would suggest yeah
there are numbers of lightweight tools
that are valuable I could recommend a
site called use of usability hub
usability hump yeah and they’ve got a
number of tools that help you or things
like finding out having a large number
of users go to your site and asking them
to do something and then seeing where
their first click is you can get a map
showing where all the first clicks were
okay and then there’s a there’s a tool
called attention wizard mention wizard
it’s kind of interesting because what
they’ve done is they have studied actual
heat maps heat maps are where you have a
large number of users use a website and
you keep track of where their mouse
moves Oh actually the true heat map is
you have a large number of users that
are hooked up with eye tracking devices
okay so it can tell where their eyes are
looking on the page and that’s you know
that can be a very valuable tool that
you know it’s very kind of expensive
time-consuming thing to do but it can
give you some insights as to where users
are focusing on the page and attention
wizard has done a detailed analysis of
many many
of the eye tracking heatmaps interesting
and it has built an algorithm to kind of
predict based on what based on the
colors and the photos and the position
of things on a page predict what an
eye-tracking heat map will probably look
like for that image so amazing yes you
can just upload your homepage detention
wizard calm and you can you get back a
heat map it shows you colors on your
home page indicating the you know where
red is is where people are most
intensely the most frequently looking
and then orange you know also very
popular but not as much and then yellow
and so you get that kind of information
amazing amazing how very interesting
we’re in traditional but last question
Darryl and then I like to go down all
your super busy mmm what what wiII
happen next in usability because now I
mean I heard a recent interview from
Mark Zuckerberg and he was only talking
about mobile and google for ages now
they only say Oh mobile first mobile
mobile mobile so everything looks like
it’s changing I’m and iPad and so on so
what will change in the usability ward
Annie or everything will stay the same
or with all these devices we should
think about a totally different way
you’re designing our yeah online
presence are what we’re seeing actually
already and our is that website owners
are recognizing that their users are
interacting with their web presence on
multiple devices so um and you may go to
you may be out shopping and see it an
item that you’re interested in
and you might look it up on amazon.com
and then when you get back to your
office you might go and research that I
did a little bit more and then complete
the purchase on amazon.com or you might
so so that’s one example so we see that
people who are responsible for websites
or an online presence are going to need
to make sure that the user can move
between devices and maintain the same
session and that things are consistent
so that they stop thinking that there’s
much of a difference between being on
their computer or on their mobile device
they can you know so moving across
screens that you know that is what we
see the future of testing you’re going
to need a test across all devices the
trend okay excellent Darryl thank you so
much Darryl Benatar a CEO and co-founder
of user testing come have a look guys
because it’s a great website and also
will check to the couple of websites
that you suggested very interesting and
thanks is a much good luck for
everything durable yeah thank you so much Marco as a pleasure thank you
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