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CHI-WEB  November 2003, Week 1

CHI-WEB November 2003, Week 1

Subject:

SUMMARY: Optmost Experience

From:

Adriana Tavares <[log in to unmask]>

Reply-To:

Adriana Tavares <[log in to unmask]>

Date:

Wed, 5 Nov 2003 16:32:21 -0800

Content-Type:

text/plain

Parts/Attachments:

Parts/Attachments

text/plain (103 lines)

Thanks a lot for all your analysis. I will start to develop some possible
templates and content options next week. Optmost will be sending us the
final best version in 3 months from now.And I will definitely let everyone
here knows the result.
Thanks. -Adriana Tavares.
............................................................................

MY ORIGINAL QUESTION
"I'm a graphic design working for a online company and they decided to hire
Optimost to test our front door and come up with the best layout. Since I've
never experienced this kind of "usability test" before I was wondering if
some one here would have any comments about it."
............................................................................
SUMMARY

Optmost do marketing analysis, not usability test. They test thousand of
alternatives for content placement to find out which gives the best
conversion rate.
What they do is they test would say 10 different images in 5 different
positions on the page together with the other elements. The combination or
the variation that has more clicks and registration to the product  is the
winner.

They're not task support. They test with the real end users of the current
website.

The main concern for the company is how to organize the content on the front
page to make the first time users understand the product, trust on it to
submit their credit card and want to sign up. To at the end, increase the
conversion rate and numbers of subscription.

The best understanding of what they do (from Alan Bucher)
" They create live site that automates the assembly of various parts of a
web page into a coherent presentation on-the-fly. So over time you'll
have thousands of users, each one seeing a randomly (or methodically)
constructed version of the site. At the end of the test, you analyze
the performance (click rate, retention, etc.) of each version, then
determine which ones got the best results."

How the design pattern works:
I, a Graphic Designer/UI Designer, will came up with couple (or a lot) of
design patterns. They all will have the same look and feel.
The sub-level pages will be following the same look and feel of the front
door.
What I will do (next week) is a variation of images, graphic and text. We
will not be testing design.
My main concern is how not allow it to end up became "monsters" plus make
user
understand what the product is about.
What really matters for my company is one task only, the one I described
before - get users to subscribe.

Yves Rannou asked if "are the benefits worth of creating 2000 alternatives?"
Optmost payment is based on the conversion rate of the result.
It means, not better numbers, less they'll get.

CHI-WEB general preference
Run usability test with skilled professionals.

Jim, I agree with your statement about design is not so mutable.
But the problem sometimes is make no-designer people understand what design
does.

An really interesting point, by Juan Lanus
".., after having confused many returning customers that drawed after
not finding their already known checkout form but a completelly
different one: "Everything changed, this site has been hacked. Let's get
out ASAP w/o surrending my CC number!."

I believe Aaron Gray is right about his analysis. Optimost optimizes user
response to an offer.
My understanding. What matter for a company like that is revenue, and if a
marketing test brings revenue faster, why not?

I was wrong when I used the word "usability test". I've been working as
Graphic Designer developing website such as - www.cocacolabrasil.com.br -
for 6 years. I'm from Brazil, where we've a clear different way of
developing websites. Since I got year (San Francisco,CA), 2 years ago, to
attend a master's
degree in New Media and study UI in interactive TV and portable devices,
I've learned a lot about user experience. But my apologizes if I used a
wrong terminology.

And if you guys allow me to end up this summary with another question
Is it valuable use marketing research and usability test together?
If yes, how would you guys do that? Run usability test and after marketing
researches such as Optimost?

Adriana Tavares
Interaction Designer
www.adrianatavares.com - portfolio
www.adrianatavares.com/pravcs - blog
c.415.305.9891
San Francisco .CA. US

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