Month: May 2018

"think aloud" testing

Ensure Optimal UX with User Testing

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"think aloud" testing

You’ve invested time and money in website UX optimization, conducting a site audit and creating a new information architecture and UI. Don’t forget the final and most critical step in the user-centered design process: user testing to ensure the best possible customer experience.

Digital tools make it easy

User testing doesn’t have to be as daunting – and expensive – as the traditional focus group in a lab environment. There are many digital platforms available to help you recruit volunteers and conduct tests. One of our favorites is Usertesting.com, a site that uses crowdsourced testers who are ready and waiting. You can even define your target attributes such as age or gender.

“Think aloud” testing

Listening to real users narrate their way through your web pages – known as “think aloud” testing – is incredibly valuable. Test your current design against the new web design by giving users simple tasks like finding a certain product, looking up information, downloading material or making a purchase. Imagine the important insights into the user thought process!

  • “I’m not finding what I need here…”
  • “Yes, that’s it. I see it…”
  • “I’ve put it in the cart and now I can’t change the color…”
  • “Not sure what to do next. So frustrating…”

The UX experts at NNG call think aloud testing the #1 usability tool, and for good reason. The benefits include being:

  • Cheap, because you don’t need special equipment to gather insights
  • Robust, because it’s easy to get good findings (without a lot of statistical expertise)
  • Flexible, because you can use it any stage of development
  • Convincing, because clients love direct insight into how their customers think and act

Reap the rewards

The clarity and usability gained from user testing can offer you:

  • Increased revenue from improved conversion rates – and customer retention and advocacy
  • Reduced development costs (removing things like features or content no one cares about)
  • The ability to proactively fix usability issues, like spots where users get stuck
  • Seeing your design through the eyes of your users for a fresh perspective

Ready to revamp your website UX? The Signal team can help you plan and execute user testing to ensure the best possible customer experience.

Facebook Ads: What’s Changing

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In the wake of the recent Facebook data privacy scandal, the company is changing the way its popular Custom Audiences feature works. If you’re a marketer who uses Custom Audiences to target specific populations, read on to find out what’s changing and how it may impact how your business advertises on Facebook in the coming months.

You will no longer be able to leverage the third-party data sources found in Facebook’s Partner Categories.

This data is sourced from big-name partners like Oracle and Experian. It allowed advertisers to reach prospects based on super-specific and personal information, like what kind of car they own or what tax bracket they fall into or where they work.

You will need permission to advertise to people – and are responsible for getting this consent.

Advertisers can’t just upload any old list to Facebook and target those people with ads anymore. You’ll now need permission to advertise to specific people before uploading a list, similar to permission-based email marketing.

You can see who claims to have permission to advertise to you.

As a Facebook User, you can take a look at the businesses with the ability to advertise to you because you “shared your email address with them or another business they’ve partnered with.” Go to Facebook’s Ad Preferences and scroll down to “Advertisers you’ve interacted with.” There, in the first tab, you’ll see those “who have added their contact lists to Facebook.”

The upside

  • Facebook’s changes are all in the name of adding safeguards and holding users accountable for how they target prospects – a positive development.
  • Core targeting features are all still available (that is, anything that’s inferred through information shared directly with Facebook and in-app activity).
  • You can still remarket to people who have been to your website, assuming your privacy policy addresses this.
  • And you can still create Lookalike Audiences based on your most valuable audiences.

Is it time to refine your Facebook ad targeting methods? The Signal team will make sure you’re on top of the latest developments.