CTA Hero Image

7 Tips to Craft Compelling Call-to-action Copy

There’s no doubt about it, we all know that well-designed call-to-action (CTA) buttons increase conversion. But it’s not just about the visual design of the button. What you say on your CTA (the text) is just as important.

CTAs guide and prompt users to do something on your website, like searching, signing up or buying a product. It needs to be a clear instruction to your users; it’s there to prompt them to take action.

That’s why your CTA needs to be clear to your users. It has to tell them what they need to do next. However, it also needs to be compelling and persuasive to motivate them to take action. This is where psychology comes into the creation of your CTA. You can’t simply state what will happen when they click the button, it needs to be written for persuasion. Your users need to know why they should click the button.

1 Use a verb

Verbs

To get people doing what you want them to do on your website, you need to use actionable language. This means verbs! Using a verb helps you tell users how to get from point A to point B, providing directions and guidance. For example, in telling your user “Click here to get started”, you are suggesting what to do and where they are going next. By not including a verb in the CTA copy, you aren’t prompting readers to act, which can negatively impact your click-through rate and conversion.

Barry Feldman of Unbounce recommends starting with an actionable word such as “get”, “learn”, “discover” or “enjoy.” And once you’ve set yourself up to speak to the value of the offer, he recommends following up your action-packed verbs with “the value the clicker shall receive.”

Button copy like “click here” or “download now” doesn’t communicate what you stand to gain by clicking. “Enjoy a free week—on us!” on the other hand, does.

2 Use you or yours

Using you or yours makes users feel like you care about them, and not just about your own business. You want to help them, and make their life easier. It personalises your CTA, and gets your users feeling like you are doing something for them. They feel like you are talking to them.

3 Use me or my

Similar to the previous point, using possessive pronouns makes your users feel as though your product or your service already belongs to them.

4 Show value

Using a short sentence rather than just a word can help users to understand the real value of their action. You can have an entire page explaining the value of your product, but who reads a page in its entirety? No one. Make your call to action as explanatory as possible.

If your call-to-action button doesn’t tell users of the value they will gain by clicking it, they won’t click.
Show value

5 Use a negative call to action

Is the aim of your service/product solving someone’s problem? Make it obvious in your CTA. A negative call to action plays on your users’ frustrations with their current situation and makes it clear how you can solve their problem. “

Worried about your credit rating?” appeals directly to the person’s concerns.

6 Add Free and consider surrounding text

Are you offering a free trial period? Make it obvious that there is no commitment for your users. Netflix example is a good one: their call to action for new users is “Join free for a month” but they clearly specify with a sentence above the button that you can “Watch anywhere, cancel anytime”. Consider the surrounding text.


Example: Adding “it’s free” next to the CTA increased conversion by 18%.

7 Incentivise

Using words that provide incentives is a great motivator to click on your CTA. Answer the question “What are your users getting out of this?” and put it on your call to action. They might get a bonus if they purchase immediately or if they invite someone to join the service.

A change in one word can significantly make the difference because words have power, so choose them wisely. Remember to test, test, test your call-to-actions.

Your next read:

How just one word can change your conversion

Call to Action Buttons: 5 Psychology tips to increase conversion

 

UX Prototyping Tools

24 Top UX Prototyping Tools with Downloadable Comparison Table

The sheer amount of choice of UX prototyping tools can be pretty overwhelming, so here’s an overview of the top 24 tools, together with a FREE downloadable pdf table so that you can easily compare them.

Download my FREE 24 UX Tools Comparison Table >

Atomic

Atomic

Atomic
Description Powerful and scalable prototyping that lets you tackle complexity with confidence. Use simple interactions or advanced animation to bring your Sketch designs to life.
Verdict Create prototypes for web and mobile. The structure is similar to Sketch in that you create Pages and Artboards, which adds a level of familiarity to Sketch users.
App type Web app
Fidelity Lo to hi
Collaboration Feedback tool available
Link atomic.io

Axure RP

Axure

Axure
Description Create simple click-through diagrams or highly functional, rich prototypes with conditional logic, dynamic content, animations, math functions, and data-driven interactions without writing a single line of code.
Verdict Powerful tool that allowing detailed interaction to be prototyped for websites and apps. A fairly steep learning curve.
App type Installable app for Mac and Win
Fidelity Lo to hi
Collaboration Feedback tool available on live prototypes via the web
Link axure.com

Balsamiq

Balsamiq
Balsamic
Description Balsamiq Mockups is a rapid wireframing tool that helps you Work Faster & Smarter. It reproduces the experience of sketching on a whiteboard, but using a computer.
Verdict Quick to learn and put together wireframe designs with ease.
App type Installable app for Mac and Win and web app
Fidelity Lo to hi
Collaboration Feedback tool available on live prototypes via the web app only
Link balsamiq.com

Easee

Easee

Description Easee is a web animation tool for designers. Create smooth animations that can be exported as CSS so that you can import them into your own web project.
Verdict Short learning curve to bring your designs to life.
App type Wab app
Fidelity Hi
Collaboration Unknown ATM
Link easee.design

Flinto

Flinto
Flinto

Description Flinto lets designers quickly make interactive prototypes of their mobile, desktop, or web apps.
Verdict Comprehensive app, allowing you to create anything from simple tap-through prototypes to comprehensive prototypes with impress interactions. Sketch images can be imported and transitions and user behaviours can be easily added.
App type Mac app and web app (Flinto Lite)
Fidelity Lo to hi
Collaboration Feedback available in the tool and shared projects
Link flinto.com

Fluid

Fluid
Fluid

Description Easier web and mobile app prototyping for people who care about products
Verdict Powerful and easy to learn. Design or upload screens and add animated interactions
App type Web app
Fidelity Hi
Collaboration Invite collaborators and stakeholders to review and comment on your prototypes
Link fluidui.com

Form

Form
Form

Description Build and customize native prototypes directly on device. Prototype with the latest material design components, touch ripples, and more.
Verdict Prototype mobile apps. Fair decent learning curve
App type Mac app
Fidelity Hi
Collaboration No feedback tool
Link relativewave.com/form/

Framer

Framer
Framer

Description Design the impossible with Framer. Start with simple code to bring your design to life. Test it on any device, iterate as you go and share easily for feedback. Pioneer new interaction patterns or create groundbreaking animation. No limits, no constraints.
Verdict A great tool for prototyping complex interaction designs and animations for mobile
App type Mac app
Fidelity Hi
Collaboration No feedback tool
Link framer.com/

Hype

Hype
Hype

Description Create beautiful HTML5 web content. Interactive web content and animations made with Tumult Hype work on desktops, smartphones and iPads. No coding required.
Verdict Uses a keyframe-based animation system, however this comes with a high learning curve. It’s a good tool for websites prototyping.
App type Mac app
Fidelity Hi
Collaboration No feedback tool
Link tumult.com/hype

Invision

Invision
Invision

Description The world’s leading prototyping, collaboration & workflow platform. Upload your design files and add animations, gestures, and transitions to transform your static screens into clickable, interactive prototypes.
Verdict Low learning curve and it is well supported int he community
App type Web app
Fidelity Hi
Collaboration Feedback tool available with user testing
Link invisionapp.com

Justinmind

Justinmind
JustinMind

Description Justinmind provides the best solution to prototype web and mobile apps. You can define apps for Web, iOS, and Android in a few clicks, without writing a single line of code.
Verdict Can create sophisticated prototypes with great tools, however there is fairly decent learning curve. The Free version is very limiting.
App type Installable app for Mac and Win
Fidelity Lo to hi
Collaboration Present your prototype and invite stakeholders to give feedback
Link justinmind.com

Keynotopia

Keynotopia
Keynotopia

Description Keynotopia transforms Keynote and PowerPoint into the best rapid prototyping tools for creating mobile, web and desktop app mockups
Verdict Low learning curve
App type Requires Keynote, Powerpoint or OpenOffice
Fidelity Lo to hi
Collaboration No feedback tool provided
Link keynotopia.com

Marvel

Marvelapp
Marvel

Description Simple design, prototyping and collaboration. Create screens directly in Marvel or add your images from Sketch or Photoshop, then add gestures and transitions.
Verdict Create prototypes for the iPhone, iPad, Desktop, Apple TV, Apple Watch and Andrpoid
App type Web app
Fidelity Hi
Collaboration Clients and colleagues can comment directly on each screen or drop annotations
Link marvelapp.com

MockFlow

Mockflow
Mockflow

Description MockFlow is an online design suite providing collaborative web services for creative designers and usability engineers
Verdict A good tool for wireframing websites. A fair learning curve.
App type Web app
Fidelity Lo
Collaboration Feedback tool available
Link mockflow.com

Mockingbird

Mockingbird
Mockingbird

Description Mock up an application and show what’s important: the idea, the information, the interaction
Verdict A good tool for wireframing websites
App type Web app
Fidelity Lo
Collaboration Clients and teammates can edit wireframes with you in real time
Link gomockingbird.com

Mockplus

Mockplus
Mockplus

Description Fast interaction, fast design, fast previewing and fast learn. No code or technical expertise required. Prototype design is easier than ever.
Verdict Great for websites and mobile apps. Fair learning curve
App type Installable app for Mac and Win
Fidelity Lo to hi
Collaboration No feedback tool
Link mockplus.com

Origami

Origami
Origami

Description Explore, iterate, and test your ideas. A new tool for designing modern interfaces. Copy anything from Sketch and paste native layers into Origami Studio. Then quickly adjust, add behavior and animate any layer property without going back.
Verdict Perfect for creating sophisticated mobile prototypes with realistic animations and interactions
App type Mac app
Fidelity Hi
Collaboration No feedback tool
Link origami.design

Principle

Principle
Principle

Description Principle makes it easy to design animated and interactive user interfaces. Whether you’re designing the flow of a multi-screen app, or new interactions and animations, Principle lets you create designs that look and feel amazing.
Verdict Quick to learn
App type Mac app
Fidelity Hi
Collaboration No feedback tool
Link principleformac.com

Proto.io

Proto.io
Proto.io

Description Create fully-interactive high-fidelity prototypes that look and work exactly like your app should. No coding required.
Verdict Easy to make a quick mock-up using the extensive library of ui elements and nice transitions are available. Quite a high learning curve.
App type Web app with players for iOS and Android
Fidelity Lo to hi
Collaboration Reviewer accounts are available for clients to give feedback
Link proto.io

UXpin

UXpin
Unpin

Description Speedy wireframing. Seamless transition from wireframes to mockups & prototypes. Fully collaborative across the entire UX design process.
Verdict Great for websites and mobile apps. Supported by a large community and extensive libraries.
App type Web app
Fidelity Lo to hi
Collaboration Easily to share prototypes with stakeholders and gather feedback
Link uxpin.com

Vectr

Vectr
Vectr

Description Vectr is a free graphics software used to create vector graphics easily and intuitively. It’s a simple yet powerful web and desktop cross-platform tool to bring your designs into reality.
Verdict Prototypes can be designed on the web or desktop app for Win and Mac and are kept in sync. Not as feature rich as other apps atm, however this will change.
App type Installable app for Mac and Win
Fidelity Lo to hi
Collaboration Collaboration is on the roadmap
Link vectr.com

Webflow

Webflow
Webflow

Description Build dynamic, responsive websites without writing code. Launch with a click, and enjoy the fastest, most reliable hosting on the web. Or export clean, semantic code to hand off to your devs.
Verdict Webflow gives you the power to build websites your way — visually — while producing clean, standards-compliant HTML, CSS, and JavaScript that developers will love. The down side being a high learning curve.
App type Web app
Fidelity Hi
Collaboration Shared projects (Team version only), no feedback through tool
Link webflow.com

Xcode

Xcode
Xcode

Description Xcode 8 includes everything you need to create amazing apps for iPhone, iPad, Mac, Apple Watch, and Apple TV.
Verdict Perfect for cutting down on redundant work and misunderstandings when designing and developing mobile apps. Software engineers can immediately iterate the work of a designer. A pretty steep learning curve.
App type Mac app
Fidelity Hi
Collaboration No feedback tool
Link developer.apple.com/xcode/

XD

XD
XD

Description Go from idea to prototype faster with Experience Design CC, the first all-in-one cross-platform tool for designing and prototyping websites and mobile apps.
Verdict Easy to use and powerful
App type Installable app for Mac and Win
Fidelity Hi
Collaboration Feedback tool available
Link adobe.com/uk/products/experience-design.html

Get your FREE UX Prototyping Tools Comparison Table

A handy comparison table of the top 24 UX Prototyping tools to help you make a choice.

Download my FREE 24 UX Tools Comparison Table >

UX Prototyping Tools Comparison Table

Need help prototyping?

Our in house team of UX Design and Research Experts have unrivalled experienced with mobile prototyping design and research – our experience goes right back to the first ever smartphone don’t you know 😉

Email us now for your complimentary initial consultation.

Inspiration: Mockplus
Good user recruitment is crucial to the success of UX research

Top 10 reasons why good user recruitment is crucial to the success of your UX research

Underestimating the importance of good user recruitment is very dangerous and can have huge negative impacts on the whole research process. So, it is worth bearing in mind that investing in good user recruitment is fundamental for the success of your research.

In one of our recent posts (Top 10 major risks of poor user recruitment: Is your recruitment negatively affecting your research?), we talked about the risks of poor user recruitment.

So now you know the risks, let’s look at all the fantastic benefits you’ll get by conducting good user recruitment 🙂

“Good user recruitment is fundamental for the success of your research”

Participants

1 Participants are representative of your target users

This is one of the most important benefits. Good user recruitment assures you that participants reflect the main characteristics and behaviours of your target users. This means that you are able to do research with a smaller group of people but the findings can be applied to a much larger population.

2 Communicative participants

If your user recruitment is thorough, you will be sure that all participants are chatty, communicative and at ease with the researcher. It is very important that only people able to easily express themselves are recruited, in order to gain valuable and useful feedback during the research. You need people ideally who are able to verbalise their thought process and think aloud.

3 Motivated for the right reasons

Good user recruitment ensures that participants are interested in taking part in the testing/research for the sake of the research and not simply the gratuity. It is frustrating when you realise that someone is there just for the money. This person will be purely focussed on getting through your questions and tasks as quickly as possible, they won’t give you useful findings and you may need to totally discount them from your data set.

4 Punctual and reliable participants

There’s nothing worse than a room full of stakeholders all waiting for a late participant to show up. With good quality recruitment, it is possible to decrease the risk of this happening, recruiting only reliable participants that are punctual and will not cancel at the last minute. This allows the researcher to focus on their user testing without having to worry about rushing the sessions to keep in line with the research timetable or having to find a replacement for a user who has failed to attend.

5 Increased research validity

Researching with highly screened participants gives more validity to the whole research process. If your participants have been carefully assessed and fit all the criteria for being suitable candidates, your research feedback will be more valuable and representative of user needs.

The benefits of good UX user recruitment

Using a third party

6 Hiding your recruitment behind an agency has huge advantages!

Using a third party for your recruitment allows you to hide your brand until the day of the session. This has a huge positive impact on your research. Why? If someone knows they’re being recruited by, for example, Topshop, what’s that person going to do before they come to your research? They’re going to go straight onto the Topshop website and familiarise themselves with it before they attend. This can happen with labs too – if we were recruiting for you but participants know they’re going to Topshop’s address for the research, it doesn’t take a genius to work out who’s doing the research and the users are likely to swat up beforehand (even if we tell them not to – it’s like being told not to think of a pink elephant… yes you’re already imagining a pink elephant now aren’t you ;)). Not very useful if you’re after first impressions and natural usage!

7 Reliable service

A good user recruitment agency won’t let you down. You will have the peace of mind that the recruitment will be completed on time and your research will not be negatively affected at the last minute. A good agency should specialise in UX user recruitment and should tell you immediately if they can’t recruit your target audience. The last thing you need is to be let down at the last minute!

8 Quick and flexible recruitment

Researchers are often forced to postpone their research due to the unnecessarily long recruiting times demanded by agencies. This is incredibly inconvenient when you are working in iterative design cycles. Good user recruitment agencies will be able to offer quick and flexible recruitment to fit in with your research schedule.

9 Honesty in the process

Good user recruitment agencies don’t pretend to be able to recruit the sample you need and then pull out at the last minute when they realise they can’t. A professional agency is honest and transparent about it’s capabilities and ability to meet your requirements, and if necessary, it will help you find a third party more suitable for your needs.

10 Good understanding of UX and your needs

In our experience, we have dealt with several recruiting agencies who knew little about UX research. So, they struggled to really understand our needs and consequently, they couldn’t recruit what we were looking for. Good user recruitment requires a full understanding of the UX research process and methods used.

Do you want to benefit from good user recruitment?

We’re bringing to you our new UX user recruitment agency, I Need Users, founded by UX experts, Keep It Usable. We totally understand your user recruitment needs and your research because we do it ourselves on a daily basis. I Need Users also provides quick, flexible and last minute options to suit your iterative methods.

You might also like:

Top 10 major risks of poor user recruitment: Is your recruitment negatively affecting your research?

Increase your checkout conversion: 6 tips from real world user tests

Are you losing too many potential customers at the checkout stage? You’re not alone. According to recent research (Baymard 2016), more than 68% of users abandon an online purchase.

Why is that? Account creation, long and complicated checkout, hidden fees and security issues are popular reasons for abandonment.

Here at Keep It Usable, we’ve been conducting research with users for a long time and we regularly see the same issues, frustrations and concerns when purchasing online.

Below we’re sharing with you the top 6 things you can do that are fundamental for improving your checkout UX and conversion.

Tip 1: Ensure delivery info and costs are visible throughout

Reasons for abandonments during checkout

When customers have decided to buy something from your website, the next thing they want to know about is delivery. This can be split into two parts:

Delivery information: How long will it take to arrive? Can I get it by this date? Do they deliver to me?

Delivery cost: How much is it going to cost to deliver?

Customers assess the above information alongside the cost of buying the item to determine if it’s worth going ahead with the purchase from your site or if they need to compare the price on other sites. On many websites, delivery information is not easy to find! When it’s not on the product page, often people assume it will be on the basket page. If it’s not there, some continue to checkout to check for the info, others start to look for a delivery information page (often on the footer). It’s then when things start to get messy! They struggle to find the info, they struggle to get back to the item they were looking at and it disrupts the experience resulting in them being more likely to leave.

And some of you are really doing yourselves a disservice as you’re offering free delivery or free next day delivery if you spend a certain amount (which we know converts), but you’re not making this clear enough to users where it matters most – in the basket. Don’t assume that just because you have messaging elsewhere that you don’t need to keep confirming that message along the whole user journey.

Example: Harvey Nichols

Harvey Nichols clearly display delivery information in the basket, where users expect to see it. All the available options are clearly listed, and as opposed to needing to navigate to another page to see more detailed info (such as on asos.com), each option can be easily clicked to expand more delivery details.

Harvey Nichols checkout

Tip 2: Checkout as a guest is a must-have

(but persuade people to sign up at the end!)

One thing that we constantly observe is that people do not want to be forced to create an account in order to buy from you. Users expect to be able to checkout as a guest, especially for single item purchases.

Users become frustrated and annoyed when they are forced to create an account because

  • If this is their first purchase from your site, they don’t know if they’ll buy from you again so for them, it’s not worth the perceived effort of signing up.
  • They assume they will be sent marketing emails (in their words ‘spam’) and they don’t want them.
  • They believe it is time-consuming. Although often the time that it actually takes to checkout as a guest is pretty much the same as needed for signing up (mostly, the only additional information required to create an account is a password).

So, what can you do? The easiest solution is to persuade them to sign up after they’ve checked out as a guest. Simply present them with a password box to create an account.

You should also remember to tell them why they should sign up. What’s going to motivate them the most? The fact that they can track their order? Get a special discount off their next purchase? Buy future purchases more quickly and easily? If you conduct regular research with your customers you should know what will appeal to them the most, if not, ask them 🙂

Asos offer the option to ‘Continue to checkout’ or sing up using a social account. This is a clever idea – they know their target audience are active social networkers!

asos

 

Tip 3: Short and easy checkout process

During user testing we consistently observe that users feel overwhelmed when they get to a page with a lot of fields to fill out.

It boils down to two main issues:

  • The number of fields they’re required to complete.
  • They feel uncomfortable with the information they’re being asked to give.

We know that you want to know as much about your customers as possible, but this comes at a price – your conversion. The majority of the time, they don’t understand why they have to provide so many details, such as phone number, gender or other personal information just to buy a new pair of shoes or handbag.

Only present required fields and relevant information, in order to avoid giving the impression that the form is longer than it really is.

Your customer doesn’t want to fill out lots of information and they don’t understand why you want to know personal information. When asking for additional information, provide some help text to explain why this is required: for example, we know that people don’t like to leave their phone number, so at the side of the phone number field explain that they will receive text alerts when the order is dispatched. This will reassure people and motivate them to progress through the checkout.

Example from ASOS:

ASOS know their users dislike giving away their mobile number, so they give a clear reason that is focussed on the user benefit ‘delivery updates’.

Mobile UX

Tip 4: Provide information in the shopping basket

Giving customers the right information at the right time can minimise confusion, eliminate surprise, increase confidence and motivate them to complete the purchase.

When your users add a product to the basket, show them details about what they are buying, stock availability, delivery options, return policies, security indicators or payment options. Users should have immediate access to all of this key information directly from their shopping basket in order to reduce their anxiety and the frustration of not exactly knowing what to expect.

Example: Marks and Spencer

Marks and Spencer checkout

Tip 5: Make navigating your checkout easy and simple

It’s important not to assume that people go through your checkout in a linear manner. In reality, users navigate back and forth to previous steps to double check and edit information.

So, you need to make sure that during your usability testing you do a full test of your checkout navigation – how easy is it to go back to previous steps and edit information? Is it easy to do on mobile or do people skip back too far and lose the information they’ve already entered?

Accordion checkouts and the problem with mobile interaction

32% of checkouts are in the accordion style (Baymard, 2016). This approach is liked because it provides all the checkout steps in individual expanding and collapsing sections, presented on a single page. Having all the checkout steps in one page encourages users to review their information and lessens navigation.

It has also a positive impact on users’ perceived length of the whole checkout process: providing all the steps on one page, makes them feel that the checkout is shorter.

Although this approach is popular, accordion checkouts can cause major problems with mobile users. On desktop, users can simply click into each section of the accordion, however, on mobile users are most likely to use their back button to navigate back to previous sections but this causes them to go back a screen, resulting in them losing all of the information they have just entered and becoming very frustrated! At this point you’re likely to lose them to a competitor who provides a better checkout experience.

Example: Walmart

Walmart’s accordion provides a summary of each collapsed section with a simple ‘Edit’ button. The summary means users can easily see and double check their information without navigating back into the section.

Walmart checkout

 

Tip 6: Use trusted logos and symbols to convert

The average user’s perception of a website’s security is largely determined by their gut feeling, which is to a large extent the consequence of how visually secure the page looks. Basically, it’s all about looks! Authentication/security logos, such as ABTA and ATOL for travel websites or the VISA authentication logo for general e-commerce websites, provide users with the peace of mind that they will be protected. We also observed that users tend to feel safer when they can pay through Paypal because they know that they will be refunded if anything goes wrong.

People will also look out for a lock symbol either on the page or in the address bar – to them that means the page is secure.

ASOS is a well-known brand but nevertheless, they are very careful to reassure users throughout the whole checkout process. They provide a security logo even before users have started to enter their information. The logo is further reinforced by a note which reassures users that their personal data will never be used or posted on their behalf.

Example: Harvey Nichols

Harvey Nichols use the Norton logo and the accepted card logos to increase trust.

Payment security

Example: Marks and Spencer

Marks and Spencer go a step further by adding the lock symbol to their call-to-action button, and they’ve clearly thought about the persuasiveness of the copy too ‘Checkout securely’.

 

 

Need more help?

Need some expert help to increase your conversion? Want to understand your customers better and how they use your website across platforms so you can align your strategy with their needs, increase the effectiveness of your marketing and convert traffic better?

We’ve done so much user testing of websites and checkouts over the years for many brands, we know what works and what doesn’t work to convert traffic into loyal customers. We can also optimise your checkout across platforms – is your mobile experience not converting as well as it should?

Get in touch with us for a chat about your challenges and goals to reveal how we can help you to achieve them.

 

Top 10 major risks of poor user recruitment: Is your recruitment negatively affecting your research?

Recruiting the right participants for a study is a difficult task and an essential component of the research process. It ensures your user research is valid and the end results (your design changes) are effective.

“Poor user recruitment may have major negative impacts on your research”

It’s well worth the extra time, effort and cost to ensure you recruit representative participants who can provide useful qualitative feedback. Recruiting the right participants is the foundation of effective user research, because your research results are only as good as the participants involved.

When the recruitment of participants for your research is poorly carried out, there is a whole host of negative consequences and potentially a dramatic negative impact on your research and validity of the findings.

Top 10 major risks of poor user recruitment

1  No recruitment at all!

When the agency tells you they can recruit your target users, but it turns out they can’t. This is one we’ve personally experienced. We briefed an agency on what we needed and even gave them the full screener to use and they promised they could deliver. At the last minute, they suddenly pulled out as they realised they were unable to recruit any of our target users.

2  No-shows

The worst thing that can happen on the day of the research and whilst you have your stakeholders and your manager in the observation room is that a user doesn’t turn up. This might happen when people are not carefully selected and their reliability has not been assessed during the recruitment process. However, sometimes things do happen that can’t be avoided – One time a user called us at the last minute to say they wouldn’t be able to make it as they’d just crashed their car on the way to see us! Certain target groups are understandably less reliable (mums often have sick children or last minute childcare issues), in which case you might need to consider recruiting a standby user to stay onsite.

3  Late-shows

Late shows put a lot of pressure on the researcher so need to be avoided as much as possible. There may be bad traffic that day, the bus was late, or the user may simply be poor at time keeping. You should always ask people to arrive earlier to account for these little problems.

4  Uncommunicative participants

Part of good recruitment, is assessing the user’s ability to verbally express themselves. A poor recruitment process can lead to the shortlisting of participants who struggle to express themselves and struggle to communicate their opinions to the researcher.

5  Misinterpretation of your needs

Poor user recruitment is often caused by misinterpretation of your needs due to a lack of expertise in UX research by the recruitment agency. Often agencies don’t clearly understand what is involved in doing user testing / UX research and because of this lack of expertise, they struggle to understand exactly what you need and therefore they fail to recruit the right people.

6  Non-representative sample

If the agency doesn’t understand your needs, they won’t be able to craft an accurate screener.  The screener is essential for selecting the right candidates. It may surprise you to hear that many agencies don’t even use a screener, they simply send out a message with your requirements asking for people to let them know if they meet all the criteria. It means it’s a lot cheaper for them to recruit as it takes less time, however, it’s much more likely that users will tell untruths simply to fit the criteria.

7 Brand advocates and bias

Companies who recruit themselves often don’t realise how much they are biasing their own results. A real world example we have just seen, is a retail e-commerce company who are asking for users through their social media channels (along the lines of, ‘love our brand? come in and give your opinion on our website!’). Firstly this type of recruitment attracts people who are already brand advocates and therefore are more likely to give you positive feedback. Yes, that’s nice to hear but not very useful, especially as your aim is to grow your business and attract new customers – what do they think, what will make them switch brands? Also bear in mind that it’s highly likely that users will use your website before they attend the research too as they know they’re going to be using your website. Using a third party keeps this hidden until they attend the session as they won’t know they’ll be using your website until they are at the session and they can’t swot up beforehand!

8  Not enough time to recruit

Working as a UXer means working to tight timescales and an iterative process. It used to drive us crazy that recruitment agencies would need 4 weeks notice to recruit (or they’d turn us away as they were too busy). Fortunately, we have a solution for you, keep reading to find out!

9  Recruiting ‘experts’

Someone slips through who works in web design or who used to work in your sector. They are obsessed with tiny details that ordinary users wouldn’t pick up on and there will be very little of their interview that you can use afterwards.

10  People who just want the money

Their aim is to get through the session as quickly as possible so they can get paid. They don’t interview well as their mind is purely focussed on finishing the tasks quickly as opposed to getting into the mindset. Good recruitment screens out this type of person.

The solution

All of the above can be easily avoided by using good recruitment methods and a thorough user recruitment agency who specialises in UX user recruitment. They are almost impossible to find, and our own bad experiences have led to innovate within the UX industry.

We’re bringing to you our new UX user recruitment agency, I Need Users, founded by UX experts, Keep It Usable. We totally understand your user recruitment needs and your research because we do it ourselves on a daily basis. I Need Users also provides quick, flexible and last minute options to suit your iterative methods.

Need help or advice?

If you’d like to know more about UX participant recruitment and how it can help you, contact our UX experts for free, friendly, no-ties advice.

Other posts you may find interesting:

12 reasons to invest in UX
5 user tests every Product Manager should commission

Will Singles Day be the new Black Friday?

Although Black Friday is the biggest shopping day in Britain, Europe and the US, the biggest day for online shopping worldwide is ‘Singles day’ in China.

Singles Day was created in China to celebrate single people. It’s held every year on the 11th November, 11.11, with the number 1 symbolising the single individual. This day has gradually become one of the biggest online shopping events i.n the world.

Alibaba Group made Singles Day synonymous with people treating themselves to gifts and last year they recorded sales of £9.4 billion during the 24 hour event (The Guardian).

Alibaba’s Singles Day sales continue to climb every year, reaching this years record figure of $17.8 billion (£14 billion).

chinas_singles_day

In the last few years, several European brands have joined Singles Day. Dyson went on board in 2014 and Macy’s, Hugo Boss and United Biscuits joined the in 2015.

Waitrose entered the Chinese market in April this year, they said: “Singles Day is a big occasion for consumers and businesses in China and has the potential to give the products we offer more exposure and provide another opportunity to test demand for our brand.”

2016 Singles Day sales figure are four times that of worldwide Black Friday sales (source).

Interestingly, mobile devices play a large part in Singles Day’s success. Alibaba reported 82% of purchases had been made on mobile phones during Singles Day. “In contrast, many Black Friday opportunities are concentrated on the high street, which is not always convenient for those just wanting to shop from home, on their mobile or from more rural areas” Wing Chan, group marketing director of The Hut Group.

The exponential growth of mobile and the already observed shift online of British shoppers suggests that Black Friday will continue to grow online; this year 64% of purchases took place on mobile devices (22.7% on tablets, 41.7% on mobile), which is 16% more than the previous year (source).

This is a big opportunity for retailers in the UK and Europe. Investing and focusing your business growth on mobile clearly reflects customer’s current shopping behaviour and desires. Not only that but it can also convert more highly – on Black Friday, mobile optimised websites had a 30% increase in sales and a 25% higher average order value.

Need help optimising your website for mobile?

Let’s have a quick chat about what your first steps should be. Contact us now to arrange a convenient time.

Black Friday 2016: new trends and future opportunities


Image credit: Fenwick

In 4 days it will be Friday the 25th November, better known to the world as Black Friday.

Black Friday has become very popular in Europe, with retailers using it to kick start shoppers into buying their Christmas purchases. In fact, it’s now so popular that retailers have extended it to Black Friday week! With more sales than boxing day, it’s a huge event for retail.

However, fresh on it’s tail is a sales day that originates from China called Singles Day (there’ll be more about this in our next post out very soon, stay tuned!), first let’s take a look at this years Black Friday predictions.

Some figures…

The popularity of Black Friday is growing faster in Europe and sales have increased dramatically over the years.

Around 14 million English customers will join the 24 hour sale, spending £2.3 million a minute, according to vouchercodes.co.uk and the Centre for Retail Research.

Let’s look at this year’s predictions from IMRG:

  • £6.77 billion forecast to be spent over the Black Friday peak period (Monday 21 – Monday 28 November 2016)
  • £1.27 billion to be spent on Black Friday (+16% higher than 2015)
  • £3.45 billion (51%) of total sales will be completed through mobile devices (smartphones and tablets)

According to a survey by PwC (on 2000 adults), people intend to spend more on Electrical and Technology items and Christmas related products.

black_friday

Top 10 categories shoppers will spend the most money on (PwC)

Around three fifths (57%) of consumers that were planning a purchase said they were now holding off in anticipation of getting a better deal on Black Friday/Cyber Monday.

Your opportunity: Baby Boomers

Baby Boomers have the biggest increase in predicted spend for 2016’s Black Friday. Recent research we conducted with this audience showed they are really into deals and discounts so now they’re getting more aware of and familiar with Black Friday this is showing in their huge increased predicted spend for 2016. Looking at their predicted spending growth compared to other age groups, this is a big opportunity for retailers and we would advise keeping a close eye on baby boomers in 2017 if you aren’t already. As they become more tech savvy, more comfortable with online spending and familiar with events such as Black Friday, they will be a huge growing market for retail. Remember they have a lot of spare cash and are very brand loyal customers (trust and quality are very important to them).

baby_boomers_black_friday

Average predicted spend by age range (PwC)

Want to know about the results of our recent Baby Boomer Research? Send us a quick message and we’ll let you know when we publish the results so you can be the first to read all about them!

Black Friday extended

Black Friday started out as a single day of discounting activity, which then became a weekend in 2014, an extended period in 2015 and is now spanning an entire week in 2016.

Amazon and other online retailers have realised that spreading shipment of orders into early November will positively impact customers’ satisfaction. Amazon has extended it’s Black Friday promotions to almost two weeks. In 2015, on Black Friday, the retailer sold more than 7.4m items in the UK. This was a record for Amazon, and sales equated to 86 items a second! This year, it will offer double the number of deals compared to last year.

Many other retailers have followed Amazon. For example, Debenhams, Sharps, Boots, Feel Unique and more have extended their Black Friday to an entire week of discounts.

The shift to online

Shoppers are choosing to look for deals online instead of the high street (64% online vs 17% in store), to overcome the chaotic scenes seen in shops in previous years (for more insights about shopping behaviour on Black Friday, check out our blog post Black Friday: Consumer psychology of grabbing a bargain) and never-ending waiting times at the till.

Retailers are now trying to spread out consumer spending. In past years, Black Friday has been typified by crazy situations in stores with shoppers fighting to pick up discounts, and websites crashing due to the enormous number of visitors.

Last year, the technical difficulties forced some consumers to head to the high street, however a lot of them left very disappointed as they couldn’t get the deals they expected to find online, with some customers even finding it cheaper and more convenient to click and collect via their mobile in store rather than purchase at the till.

Courier companies are struggling to cope with the rush of online orders, with Hermes asking 5,000 staff to work up to 20 days without a break to deal with the amount of parcels. The couriers’ working conditions really worried the Health and Safety Executive that has been mobilised “to ensure the company’s actions do not put the safety of its couriers as well as road users at risk” (The Guardian, 20th Nov 2016).

Get your FREE Mobile UX Checklist for World Usability Day

Happy World Usability Day 2016!

We’re very excited today because it’s World Usability Day (and we are Keep It Usable after all). It’s a special day that aims to raise awareness of the importance of usability and educate people about what usability is. It brings together professionals and non-professionals throughout the world with one aim:

To ensure that technology helps people live to their full potential, and that the services and products important to life are easier to access and simpler to use in order to create a better world for all citizens everywhere

Usability unfortunately now gets overshadowed by it’s sexier cousin ‘UX’, however, we mustn’t forget that once upon a time (and not so long ago) the term UX didn’t exist at all, and in it’s place was good old ‘Usability’. Usability is still vitally critical to any design, so before we get on to your free mobile usability checklist, let’s have a quick look at usability…

What is usability and how’s it different from UX?

Usability is the ease of use and learnability of a human-made object such as a tool or device. In the digital context, usability is the degree to which a digital interface can be used by specified consumers to achieve objectives with effectiveness, efficiency, and satisfaction in a specific context of use.

Put simply, usability is how easy or difficult something is to use. Usability and UX are often used synonymously, but they are in fact different, so let’s have a quick look at how we can distinguish between the two… A simple way to think about it is to remember that user experience encompasses the whole experience a person (in this case referred to as a user) has with a brand’s digital components (it’s worth noting that the term Customer Experience is used to define offline touchpoints too). Usability is just one part that makes up this experience. Other aspects of UX could include things like the brand, marketing, customer service, live chat, content, pricing, visual design, etc. The User Experience honeycomb (Peter Morville) shown in the image below, illustrates usability as just one of seven parts of UX (read this post about what UX  is and the benefits).

So, nowadays, UX is used to describe the overarching process and interaction with the product, whilst usability is more about whether a task can be achieved in a satisfactory and timely manner. In fact, if we look at the international usability standard ISO 9241, it defines usability solely as efficiency, effectiveness and satisfaction. Norman and Nielsen take the definition a little further, saying that “usability is a quality attribute that assesses how easy user interfaces are to use”, and that it is defined by 5 components:

  • Learnability: How easy is it for users to accomplish basic tasks the first time they encounter the design?
  • Efficiency: Once users have learned the design, how quickly can they perform tasks?
  • Memorability: When users return to the design after a period of not using it, how easily can they reestablish proficiency?
  • Errors: How many errors do users make, how severe are these errors, and how easily can people recover from the errors?
  • Satisfaction: How pleasant is it to use?

Usability is crucial to your success

For most companies, checking their usability is a basic hygiene factor for survival. Users have no patience to put up with bad user interfaces or hard to use products, they no longer try to work it out themselves, they head off to your competitor who does what you do but they do it simpler, easier and quicker. If you don’t provide good usability you’re effectively sending your customers to your competitors. If those customers came to you through PPC, congratulations, you’ve also paid money to send those lost customers to your competition! A small investment in usability testing pays off massively in both the short and long term.

What are the benefits of usability testing?

Conducting usability testing will:

  • Increase sales and conversion: your user interfaces will be more effective at selling your products/service and therefore will increase your sales.
  • Improve credibility and trust in the brand: good UX is associated with increased brand appeal and positive brand associations.
  • Decrease bounce rates: people bounce for many reasons. During the UX design process, as many of those reasons as possible will be identified and designed out, keeping people on the site, taking them further down the funnel.
  • Avoid costly redesign: testing the product in the early stages of the design process and identifying usability issues at the earliest stage will avoid redesign costs later on and lost revenue.
  • Improve user satisfaction: a satisfying user experience is related to positive emotions due to the fulfilment of fundamental psychological human needs: self-esteem, autonomy, competence and relatedness (Self-determination Theory, Deci & Ryan). Moreover, the feeling of satisfaction gathered during a positive user experience, will create an emotional and affective bond between users and your brand, as well as a sense of engagement and motivation to use your brand in the future (for more about how to engage with your customers emotions, take a look at ‘How do you feel? Understanding emotions to craft satisfying experiences’).

So, how do you test usability?

Usability testing
Typically, usability is measured relative to users’ performance on a given set of test tasks. The most basic measures of usability are based on the following metrics:

  • Success rate (whether users can perform the task at all)
  • Task completion time
  • Error rate
  • Users’ subjective satisfaction

So, you’re basically measuring whether people can complete a task, how long it takes them, how many errors they make (and their classification), and how satisfied people feel after completing (or failing to complete) the task. It is crucial to recruit a representative sample of your target users in your usability test. The recruitment process should screen and select the people that could be your users/customers. There is no point testing the usability of, for instance, your ecommerce website with people that would never buy the products you sell. For this reason, it’s crucial to define personas that will lead the screening process to recruit the sample of users that fit your demographics (to read more about personas and how to create them, check out this post).

When to usability test…

Usability plays a role in each stage of the design process. Testing the usability of your interface or your industrial design with your users should be an ongoing process, that starts from the early phases of concept ideation, through to final launch. It’s worth considering that people’s behaviour, attitudes, needs and expectations change over time and so should your product / service so it’s good practise to run regular usability tests to continuously implement and improve your designs.

  • Test your current design. If you have a design in place currently, test it first to identify what you should keep or emphasise, and the barriers and obstacles that give users problems.
  • Test your competitors to gather insights about their strengths, weaknesses and opportunities for you.
  • Conduct user testing on prototypes. You don’t need to spend too much time designing prototypes, they can be lo-fidelity because you will need to change them based on your usability test results.
  • Develop the most successful prototype idea, informing the design of the interface with the findings gathered from continuous testing throughout the design process to refine the design.
  • Test your final design before launch to capture any new issues that may have entered through the visual design process.
  • Keep testing. Keeping your interfaces updated requires design changes – these should be tested to ensure you’re not creating new problems.

Mobile usability: Your biggest opportunity awaits!

Smartphones are now the core of our daily lives and are in the pockets of 66% of UK adults. 90% of 16-24 year olds own one, but don’t discount the older generation! 55-64 year olds are also joining the smartphone revolution, with ownership in this age group more than doubling since 2012, from 19% to 50% (keep an eye out in the new year for our latest Baby Boomers mobile shopping experience research or email us to request a free copy when it launches). Ofcom’s 2015 Communications Market Report indicates that a third (33%) of internet users see their smartphone as the most important device for going online.

Mobile is where consumer growth is

The rise of mobile is a predicted and inevitable trend so it is crucial for your website or app to be easy to use from the smaller screen of a smartphone. Not only will mobile growth continue, but we’ll also see mobile usage increase too. It’s something we’re noticing in our own consumer research: Users feel more comfortable browsing and purchasing on mobile devices as time progresses and they become more and more used to smartphones. We’re seeing this in the older generation too – do not discount them!

Get your FREE 50 point Mobile UX Checklist!

FREE Mobile UX checklist
To celebrate World Usability Day and to encourage you to take advantage of the continued growth in mobile, we’re giving away copies of a 50 point mobile ux checklist! Download it and you will find a set of useful guidelines to check your mobile user experience.

Get my FREE Mobile UX Checklist >

Need help?

Our Usability Experts and UX researchers have unrivalled experienced with mobile usability testing – our experience goes right back to the first ever smartphone don’t you know 😉

Email us now for your complimentary initial consultation.

8 ways to convert high value purchases online

Understanding your customer journey is key to success. However, with an increasing number of touchpoints, understanding your audience is getting more and more difficult. It’s critical to know not just their interests and opinions, but also their habits, behaviours and interaction points in both the online and offline worlds. With big ticket items, such as expensive holidays and luxury cars, the customer journey is even more complex to comprehend. Consumers decisions on these items are processed differently to lower value items, people take more time over the decision, compare more alternatives and refer to many trusted sources for advice, but how do they make a decision? Do these sources really make a difference? What psychological tips and tricks can you employ to sell big ticket items to consumers?

Why are high ticket purchase decisions different?

Unlike lower value items, high cost purchases are more risky purchases for a number of reasons:

  • High price. They cost more so it takes more time to save up and pay for the item, consumers want to make sure their hard earned money is not wasted on a bad decision.
  • High risk. When it comes to experience purchases such as the annual family holiday or a honeymoon, there is a great deal of pressure on the person booking to ensure the experience is memorable and that everyone has a great time.
  • Longevity. A car will be something that’s used daily, for a number of hours and will remain in their life for a number of years.

68 days is the average time it takes users to research high ticket purchases

The fragmented but shortening customer journey

The customer journey in the digital era is no longer linear. With the rise of digital technologies and the connectedness that typifies the shopping experience, the costumer decision making process has become more fragmented.

However, the customer journey is also showing signs of shortening for high price items. Research over the last few years shows that consumers may be becoming more decisive. This may be because evidence indicates they are researching much earlier and spending much longer in this stage of the process. From 2013 to 2015, the average time taken in the research phase decreased by 14% for high cost purchases, from 79 days to 68 days (GE Capital Retail Bank and Synchrony Financial).

User experience in the digital world is no doubt contributing to this shortening timeline. The more that digital experiences, such as websites and apps, are designed around user needs, the more likely it is that the customer’s questions and concerns are answered and they’ll more likely reach the moment of truth. The key is ensuring that your website is the one to do this so that you keep the customer in your website as opposed to them going back to Google and a competitor to meet their needs. You need to identify and prevent all those barriers that can make people bounce, and work to actively keep them engaged with your product.

Rational and irrational decision making

“95% of our decisions are emotional, and 5% are rational. So even with all of these touch points we tend to go with our gut.” (Kahneman)

In the decision making process we think we are being very rational, researching the product, collecting information, comparing what’s included and prices, reading reviews, looking at photos and watching videos… but unbeknownst to consumers, their final decision to purchase is driven by emotions (irrational).

M.Talks of Ignition One states “We may be getting more decisive, but it doesn’t mean we’re getting any more loyal. Perhaps we’re just using all the information to filter down to a decision, but it’s still going to be an emotional decision. We’re not going to be any more [rational] about it… with some items we’re going to look at all the facts a bit more, but we’re still going to go with our emotional reaction to things. When it comes to marketing, it’s all about how you feel. If you don’t feel towards a certain brand, then you don’t want anything to do with it. You want to make sure you’re playing up all of your marketing campaigns to play into those emotions. The thing about the big-ticket items where you have to make a big financial commitment is that naturally, you want to make more time about that decision and have as many opportunities to verify your decision as possible. But our decisions are mostly driven by emotion rather than rational thought.”

Still likely to purchase in-store, despite their increased use of digital

88% are likely to purchase a high priced item in-store, not online. So, despite the increased use of digital throughout the customer journey, the final transaction is mostly still being made in a physical store.

8 ways to convert high ticket consumers online

1. Focus on mobile customer experience

With 50% of consumers using their mobile at some point during the research and purchase of a high ticket item, it’s more important than ever to focus on your mobile customer experience. Mobile is by far the most difficult platform for brands to get right due to the small screen space, so it’s worthwhile investing in expert help to focus on analysing your online user experience, identifying barriers and opportunities to engage and convert your consumers.

Mobile shopping CX

2 Limit choice

The potential for your consumers suffering from the paradox of choice increases the more options you give them and the less likely they are to make a choice. And when they do finally make a choice they’ll be less satisfied with it – this is called Buyers Remorse. This is what happens when you book your holiday then a week later see a better deal that you wish you’d booked instead.
Parados of choice

3 Have a clear call to action on each page

It’s important for you to guide your customer when they’re on your website. Have one clear call to action button for each page. If you need other buttons, make these secondary buttons by decreasing their visual appearance and enhancing the appearance of the primary button to clearly stand out on the page.

4 Use video

High consideration purchases are driven by emotions. “The richer the emotional content of a brand’s mental representation, the more likely the consumer will be a loyal user.” (Psychology Today). The best way for you to communicate emotion is through video.

5 Personalisation

People want to feel that their purchase is unique, tailored on their needs, something that makes them proud to show and tell others about. People enjoy the fun aspect of personalising their product to their needs. It’s an external reflection of themselves. It also enhances their commitment and likelihood to purchase – personalisation can deliver 5-10 times the ROI on marketing spend and increase sales by 10% or more (McKinsey, 2013).
Audi R8 personalisation

6 Post purchase experience

The final purchase decision, especially for expensive purchases can be followed by buyers remorse; Have I made the right decision? Is it the best product? Buyer’s remorse (or buyer’s regret) is the sense of regret a person feels after having made a purchase. It is frequently associated with expensive items or when when customers have made a choice from many different options. A feeling of self-doubt and remorse can emerge after the purchase process. To lessen the risk of buyers remorse, keep in touch with the customer after their purchase, reassuring them of the good decision they made to buy their product and the benefits it’s going to bring them. They will become a loyal customer. Also this goes without saying but ensure you send reminders to them to leave a review!

7 Giving meaningful context

Give context to your customers experience, make your product come alive in their eyes, giving meanings that are relevant and timely for them. In a study, international travellers were asked ‘How much would you pay for insurance that pays $100,000 in case of death for any reason?’ versus ‘How much would you pay for insurance that pays $100,000 in case of death in terror incident?’. Travellers were willing to pay more  in the second condition because of the time and context (the unfortunate questions were asked during a period in which the risk of terror attacks was high).

Context matters

8 Utilise Virtual Reality

To give customers the experience before purchasing. Car makers such as Audi are offering consumers virtual test drives that enable consumers to test drive their cars without the need to visit a showroom. This approach disrupts the standard customer journey of research then test drive, as consumers can fast track straight to the test drive before doing their research. Once consumers finally go for their real test drive it will feel like a familiar experience and remove some of the friction, resulting in a higher chance of purchase. Fashion retailers are already looking at how VR could help to ease changing room friction and queues and utilising technology such as smart mirrors.

Virtual reality

Other posts you may find interesting:

Using the Pareto Principle to improve your user experience
Call to Action Buttons: 5 Psychology tips to increase conversion

Free Generation Z Shopping Report Download

You need to understand how young people shop if you’re going to convince them to buy from your brand.

Generation Z make up 10% of UK population (aged 16 to 24) and they’re of great interest to marketers, UXers and conversion specialists because Gen Z are the first generation to be born and raised in the digital age.

So, how does this effect their shopping behaviour?

How do they feel about shopping in a physical shop versus shopping online? How do they shop? Is there a difference in what they buy online versus offline? What concerns do they have and what does shopping mean to them? How does their shopping behaviour differ to previous generations and how should you engage with them as consumers? Which is their platform of choice for shopping and how do they prefer to be contacted by companies?

We discovered all this and much more!

Suitable for: Marketers, UX designers, Customer Experience, Product Managers, Conversion Optimisers, Brands targetting Generation Z

Just press the button to go to the site to download the full 20 page report for free.