Tag Archives: case study

The perfect hyperlink: choose your words carefully Demo UX Cases

The perfect hyperlink: choose your words carefully

People often don’t read webpages, but scan them. Good experience designers know this and take good care to provide the user with a clean headline and a prominent call to action. Great experience designers go a step further and adjust their copywriting and links to aid in the scanning. By striking a balance between informative and intriguing wording, people will be enticed to keep reading or explore the rest of the site. Some people will even do both!

Figure 1 - Subject of study - Nescafé

We wanted to test this for ourselves. How will users react to different worded hyperlinks in an otherwise identical website? Have a look at the remote test we have set up.

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Book a cheap ticket: how four sites score on usability Demo UX Cases

Book a cheap ticket: how four sites score on usability

How many times have you tried to book a ticket online and got frustrated by all the options and the cluttered information? Though travel sites embrace the importance of usability and constantly try to improve their sites, still they often fail to deliver a great customer experience (reference). The reason, in many cases, is that the goals  of the travel site and that of the user conflict. You might be stressfully looking for a last-minute ticket to see your loved one, while the travel site wants to sell you a package of vacations to Mallorca. It’s not the right moment, but the travel website unfortunately doesn’t know it, and craves to convert… Result? FAIL!

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3 hours, 4 tools, 1 test: +19% conversion rate Demo UX Cases

3 hours, 4 tools, 1 test: +19% conversion rate

There are many many online tools out there that help you test and improve almost any aspect of your website. It can be very convenient to not only look at these tools separately, but to combine their advantages into one single test. Matthew Niederberger, a specialist when it comes to online optimization, shares his experience with such an ‘hybrid’ test case on his blog actualinsights.com. We are very happy to get some great insights about how Matthew set up a complete usabillity test in only three hours combining Usabilla with Wufoo, Kampyle, and Mailchimp. Aim of the test was to find out about users preferences for different design variations.

 

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Boost Your Web Credibility: Learn From The Pro’s Demo UX Cases

Boost Your Web Credibility: Learn From The Pro’s

As promised, we’re back with the results from our web credibility test case that we previously introduced. We are very pleased with the results as they seem to be in line with previous findings on web credibility by experts in the field. The findings of this test case support the assumption that different aspects on a website can either increase or decrease it’s perceived web credibility.

Figure 1 – heatmap showing elements that were perceived to increase the website’s credibility

Figure 1 – heatmap showing elements that were perceived to increase the website’s credibility

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Help us to unravel credibility on web pages Demo UX Cases

Help us to unravel credibility on web pages

Credibility in many cases is the most important driver for conversions. Recently we’ve been experimenting with new tasks to determine factors that influence credibility on webpages. A demo case with Mint helped us to determine how people react to questions about the credibility of a webpage. Based on this pilot we’ve set up another study to measure drivers for credibility on six other websites.

Test introduction - Click to participate (3 minutes)

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Underdogs beat Expedia in usability showdown Demo UX Cases

Underdogs beat Expedia in usability showdown

The international travel site Expedia (Alexa Rank 816) gets defeated by its competitors Hotwire, Priceline, and Travelocity on basic usability tasks. Expedia performed the worst in a usability showdown between the four major international travel sites. A total of 148 people participated in this usability test and tried to perform three basic tasks on one of the four websites.

Alexa rank for Expedia, Hotwire, Travelocity, and Priceline

Alexa rank for Expedia, Hotwire, Travelocity, and Priceline

Book a room in Amsterdam

The 148 participants tried to book a hotel room in Amsterdam in a certain price range on one of the four big travel websites. They had to find a way to search for a hotel room (task 1), limit their search on price (task 2), and book a room in the correct price range (task 3). The task performance was measured by the success rate and the time per task.

Expedia homepage

Expedia, Hotwire, Travelocity, and Priceline

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