Website User Acceptance Testing (UAT)
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What is Website User Acceptance Testing or 'wUAT'?
When people ask me what is it that I do for a living, I tell them I do "website reviews". I'm reviewing how users accept the functionality of website designs or e-commerce systems.
Don't let the different headings or usability jargon confuse you. User Acceptance Testing, Usability Studies and Website User Testing... Etc., are all, effectively, the same thing. Assessing the usability, user friendliness and potential for conversions...
The main factors
We look for positive reasons a website user would feel encouraged to become a customer and what could, potentially, disrupt the buyers mindset and prevent them from taking action.
[A typical problem with many e-commerce websites - the 'broken' back button]
User Acceptance Testing
It all comes under the heading of "user acceptance testing" or UAT for short. It's been around for donkeys years. Software developers used "user acceptance testing". All the main software developers around the world like Microsoft and Adobe; they all use. It's called beta-testing. Have you ever seen a piece of software that you're looking at buying and then saw the new version available to try.
In software terminology this is called a BETA version
People who test software are doing so as part of the "user acceptance testing", because the developers want to know if the product works the way they think it should, if people know how to use it without too much trouble, whether people struggle with it, which features need to be enhanced, which features need to be made easier to use etc etc.
User Testing Feedback
The beta testers will then give their feedback and say things like; 'the print button wasn't where I expected it to be' or 'I went to check out the website and I wasn't quite sure what to do' or 'the technical specifications on your website weren't really clear - I wasn't sure if it was the right model for me'.
Over 400 Usability Guidelines
There are over 400 guidelines developers need to consider when designing a user interface. That user interface could be software, it could be a handheld device or it could be an MP3 player. Or, in our case, it would be a website.
[If users can 'get it wrong' on your website, how well does it correct itself?]
Everything applies...
All those 400+ guidelines apply as much to websites as they do to any other device or interface that we use on a day-to-day basis.
Successful websites become successful because the owners carry out user testing to make sure they get the most new customers they possibly can.
Failing to test leads to failure of the website
History is full of user testing clangers and I guess one of the classic cases was the VCR all those years ago. Remember when people simply could not figure out how to program their VCR to record Coronation Street. It was so simple to do, but most people could never figure it out. And why was that?
The reason for is simple; the manufacturers like Sony, Toshiba, etc., were churning out VCRs without testing the user experience. The guy who designed the VCR knew how to use it. He then went to his boss or line manager and showed him how it works, the line manager shows the directors and they think it's fantastic. Look how easy that was! They then put it in the shops and for the next 20 years we had people all over the world getting annoyed because they missed their favourite TV program - every week!
All because most manufacturers didn't carry out sufficient "user acceptance testing". If they had done, my Mother wouldn't have missed half of the last 30 years of 'Corrie'.
Has your website had any User Acceptance Testing?
If not, how do you know the people know how to use it? How do you know that it has the right quantity of information - presented in the right way and in the right tone of voice? How do you know if the colours are pleasing to most users? How do you know it 'works' and if the users 'get it'?
You may think it's obvious, but do they...
It's not about whether you 'get it' or know how it works. Sorry to say this but your opinion is not the most important opinion when it comes to your website. What you like and dislike is not relevant at all it's what your users like and what your users dislike that matters. What your users will find easy to use, straightforward, interesting, compelling them to read more, compelling than the take action and become your next customer - that's what matters.
Hundreds of websites and hundreds of guidelines
Over the past 12 years, I have reviewed hundreds of websites, and even I, before I release something on the world, will always fire an e-mail out to half a dozen people asking them to give me their twopence worth. I'll get my own reviewers to give an opinion on something before I am satisfied, because my opinion is never enough. One opinion is never enough - especially when there is 'designer ego' involved.
My opinion about your site is relevant, because I become a user. if I get 2 or 3 of my reviewers to take a look at your website, their opinions are relevant, because they become your user too. In much the same way that if I asked you look at my website. You become the user and your opinion matters to me more than mine.
I know that, when we're talking about 'my' website, your opinion is far more important to me. In fact, my opinion about my own website is virtually irrelevant.
It's what other people think of your website that matters
It Is how easy those people can use it that determines how many become your customers.
I can wake up every single day and think I want to redesign my website, and then something would remind me to "get somebody else's opinion first". If I rely on my singular opinion, I could be wrong. It might not be that awful blue that you've got in the background; it might be that great big yellow flashing thing in the top right-hand corner. Perhaps it's all that big bold text that's putting people off.
What makes them become your customers?
What is it that is making people buy or not buy from your website. If you do not carry out user testing; if you never ever get an opinion from a user; if you never get a website review - how will you ever know how to make your website better?
You need to maximise what you get out of your website. It is your best source of advertising. I will not contemplate advertising anywhere else. Your website is the best place to promote your product or service - without any doubt.
Website users are buying - fact
80% plus of purchases nowadays commence via the browser! They don't go down to a shopping mall, they go online. They go to Google or Yahoo! or their preferred search engine, and they start searching for the product or service they want. Even if they don't click and buy, they will have done their homework before they get in a car and drive to the shop that they've be chosen - online.
The buying decisions are made online - fact
The products they buy will have been chosen online. The shop they buy from will have been chosen online. The reason they chose that product from that particular shop or supplier is because the website was easy to use, was presented in the right way, spoke to them in the right tone of voice and compelled them to read on and make a purchasing decision.
Does your website do that?
If you asked a handful or dozens of people what they think of your website, how many questions and comments do you think you'd get back? Every comment is a hint of what you should consider changing on your website - for better results.
Think of all the questions that people could be asking...
and then realise that your are just 4 hours away from me and my team telling you what sort of questions people could be asking, and all the reasons that people could be bailing out of your website without becoming your next customer.
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