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Practical Advice for Testing Content on Websites

by 珞拉格尔on 4月26日,2015

Summary:What happens when people reach the web page that contains the information they seek?不要让用户体验在内容页面上崩溃。使用修改过的用户测试技术来评估您的内容是否满足用户的需求和期望。


Usability researchhelps organizations understand user needs,identify potential issues,并提出改进意见。While usability testing is often used to evaluate a website's user interface (UI),this method is also invaluable for discovering the best way to present information on your website.通过关注人们如何阅读,解释,以及访问内容,你更了解如何沟通,structure,and format information.

当网站有良好的导航时,这是很好的。但我们经常看到用户体验在内容级别失败:人们可以导航到内容,但不理解它。分析表明,人们经常使用网站收集,比较,and choose products or services.Have users evaluate your digital copy so that manbetx官网手机登陆articles and information match their needs and expectations.人们阅读在线内容与阅读印刷材料不同.

The usability study methodologies for evaluating UI versus content are fairly similar.然而,当可用性研究的主要目标是评估数字拷贝时,值得考虑的方法有细微差别。

Below are suggestions for how to get the most out of your research.

Tips for Testing Content on Websites

  1. Avoid recruiting proxy users: In every usability study,you should always aim to test your manbetx官方网站手机版designs with representative users.然而,测试内容时,你的招聘标准应该更严格。格外小心recruit the right participants.

    Those people evaluating the information on your site should truly be representative of your user population: they should have the same mindset,situation,以及用户目标。The flexibility you have with recruitment depends on the use case and type of information on your site.你可能在一般的电子商务网站上有一些回旋余地,但对于内容丰富的人来说,研究密集型活动或B2B网站,you must find people who fit the exact circumstance.

    换言之,the scenario that you give people should match the current problem they need to solve.Unlike regular UI-focused studies,以内容为中心的研究不应该要求测试参与者“假装”或“想象”处于某种情况。研究内容无效的风险要高得多,因为参与者的动机对于获得准确的见解更为重要。

    It is impossible for proxy users to instantly acquire knowledge or know the situation well enough to assess the value of the content.例如,刚被诊断出患有严重疾病的人比被要求假装对疾病感兴趣的人更可能准确地与内容相关。

    这还不足以招募符合人口统计学特征的参与者,比如按年龄,性别,收入水平,and location.这样的标准太过宽泛,不能给你深刻的洞察力。一般的招聘标准不会降低它。你必须找到真正在研究你正在评估的信息的过程中的人。
  2. 意识到无心学习的局限性Unmoderated studiesare done without the facilitator present: Participants work on their own.此方法对于获取用户对网站狭窄部分(如工作流或信息片段)的反馈非常有用。然而,当试图发现人们如何进行研究时,比较产品,做决定,最好的方法是进行适度的研究,协导员在场时。

    Content studies tend to have long stretches of time when the user is simply scanning page after page—in silence.当用户孤身一人时(比如在网络上无动于衷的情况下),可能会感到尴尬,并怀疑他们是否有帮助。没有适当的反馈和保证,参与者经常以更肤浅的方式处理任务,从而改变他们的行为。在线学习的任务时间通常比传统的测试环境短。When on their own,参与者假设目标是快速工作,不现实。

    Also,the facilitator can ask the user for clarifications.With unmoderated studies,你错过了个性化询问的机会,用户定制的后续问题。即使要求参与者大声思考,they often forget to explain their actions and thoughts.
  3. Give tasks that are tailored for each individual:在大多数传统的可用性研究中,研究人员按照事先准备好的脚本,给研究参与者规定要执行的任务。对于内容测试,尽量减少对脚本的依赖。在每次会议开始时花时间讨论参与者的情况,并确保task scenariomatches their exact circumstance.在研究之前准备一些更一般的任务是可以的,但是当你了解更多参与者的情况时,愿意在现场修改或制作新的内容,and as the session unfolds.你想让参与者自由地研究某个主题,so you uncover what's important and what's not.不要严格控制活动或强制执行不现实的任务。The more pertinent the tasks,完成任务的既得利益者越多。

    当研究参与者忘记了测试环境,沉浸在活动中而不是仅仅通过动作时,就会产生最好的结果。参与者有时可以通过简单的及格或不及格的活动(例如查找媒体关系的联系人姓名),但对于探索性任务来说,情况并非如此,因为在探索性任务中,有一个与人的现状和情绪状态精确匹配的场景是至关重要的。
  4. Remember,there is no right answer:Unlike well-specified tasks (e.g.,“查找佛蒙特公共图书馆的开放时间”),开放式任务没有明确的答案。Open-ended tasks are meant to assess content quality and relevance.Use this time to learn how people explore and research,what questions they have,how they expect information to be communicated,以及你的网站是否满足他们的需求。

    考虑competitive testing:有时,您可以通过允许用户在网上自由搜索或允许他们访问竞争对手的网站而不是限制他们访问自己的网站来了解用户的需求。Don't worry that you're wasting precious testing time: if users are truly representative,the insights will often be revelatory.And you can always limit the free exploration to a small part of your session.
  5. 设定时间分配的期望值: Open-ended tasks have vague end points,often leaving participants wondering how to best spend their time.在REACH会议开始时,tell people to work at their own pace and not to worry about the time.
  6. 安静下来:在参与者专注于处理信息的同时,期待长时间的安静。Don't appear impatient.避免被打断或烦躁。Injecting too many questions while users work breaks their concentration and alters their behavior.如果你需要在任务中途提问,keep it neutral,比如“你在想什么?”或者“你在找什么?”一旦用户回答,let them continue.Resist the temptation to blast questions.把问题留到最后。当用户测试进行得很好时,users behave authentically and the studygenerates realistic findings.

结论

在进行可用性研究以评估网站上的内容时,您可能需要对传统的研究技术进行调整,以深入了解如何改进您的内容并确保有效的结果。Take extra care to give participants tasks that are realistic and match people's current situation and learn to give subtle reassurances to dissipate awkward stretches of silence.

我们使用本文讨论的方法进行了大量的内容研究,始终发现改进正在测试的网站的巨大潜力。Check out our course,Writing Compelling Digital Copy,to learn what we found.