Increase Your Website Conversions With Simple UX Audits | Maddy Osman | Skillshare

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Increase Your Website Conversions With Simple UX Audits

teacher avatar Maddy Osman, SEO Content Strategist at The Blogsmith

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

10 Lessons (60m)
    • 1. What You'll Learn in This Class

      1:52
    • 2. #1: What Does a User Test Consist of?

      2:16
    • 3. #2: Why Bother with UX Audits?

      5:21
    • 4. #3: How to Pick User Testers

      5:34
    • 5. #4: How to Design a Usability Test: Questions to Ask

      5:40
    • 6. #5: How to Run a Usability Test: Tools

      7:01
    • 7. #6: How to Be a Good User Tester

      2:53
    • 8. #7: How to Offer User Testing as a Service

      10:13
    • 9. #8: An Example UX Audit I Completed for a Client

      15:57
    • 10. #9: Additional User Testing Resources

      3:09
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About This Class

Even though it's not always easy to measure, there's a distinct relationship between a good user experience and good SEO. 

With over 15 years of web development experience and a more recent focus in SEO content marketing, I understand the important relationships between various website elements and how they contribute to the user experience. Taking what I know about both, I've created a framework for user testing websites, apps, and products that's been used to provide useful feedback for hundreds of satisfied customers.

In this class, I'm sharing a step-by-step process for designing user tests that produce useful feedback that can increase conversions. Use it to hire user testers to improve your website or to develop a paid user testing service offering for clients. I'll also take you behind the scenes of my own process of offering user testing as a service and how I structure packages and what deliverables look like.

Here's what clients have said about my UX audits:

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Meet Your Teacher

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Maddy Osman

SEO Content Strategist at The Blogsmith

Teacher

Hey all! I'm Maddy Osman, or as my clients know me, The Blogsmith. I write for high-authority publications like Search Engine Journal, GoDaddy, WPMU Dev, and Sprout Social.

It's hard for me to sit still, and I'm the co-organizer of WordCamp Denver and the Denver chapter of Freelancers Union. I'm also on the board for BMA Colorado in charge of social media.

After a few years in sales, I was feeling unfulfilled and decided to go out on my own. Thanks to many years of blogging and web development (and networking!), I started my freelance career off with a bang, and haven't looked back since! 

My first Skillshare class focuses on everything I've learned over the past 7 years in terms of blogging best practices. I'm sharing the same process I use for resea... See full profile

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Transcripts

1. What You'll Learn in This Class: Hey there, skill share. My name is Maddie Osmond, and I'm excited to be bringing you a new class about a service of that offer. It's not my most popular service, but it's one of the most rewarding in terms of the feedback that I get from clients when I complete these sort of orders for them. So today we're gonna talk about user experience testing user testing are you want to refer to it and the benefits that it could bring for your website, in addition to the benefits it could give to clients that you offer this as a service to. So we're going to go through everything you need to know to set up a user test in terms of how to pick user testers, how to develop questions, how to be a good user tester and give usable feedback that helps people Teoh correct any assumptions they might have and make something that's stronger for their target audience. At the end of this, I want you to use what you've learned to do your own user audit, whether that be off a website for a friend or even a big, well known brand that you think there might be ways that they could improve their own design. It could even be for a physical product or an app. I'm not picky. The same principles that we're going to talk about in this class can be applied. Teoh Any sort of situation where you're looking Teoh improve something that someone would use. So with that, let's get a little bit into what user testing consists of, and from there will lay out the rest of the framework for how you can take this concept, offer it to clients or even use it to help your own website. 2. #1: What Does a User Test Consist of?: before we get into some of the main class content here, I want to take a minute. Teoh explain what usability or user testing is and what a user test consists off just because these are things that we're going to expand upon in the next lesson. So it helps to start with the salad definition of sorts. So essentially usability testing involves observing how users interact with products like your website, or it could be a physical product. It could be an app. The sky's the limit. There's really no set standard in terms of what you're having. People look over on that. No user test can be undertaken at any sort of stage during a project. So whether it's at the very initial stages when you have ah, basic mock up, you know, in terms of website projects, you could also do user testing. Once you have, say, for example, a photo shop markup that has more detail than a basic mock up, or I guess you call it a wire frame on, and then you might also do user testing. Once the website is live or an app is live and or during different design variations. After that launch or when you're considering adding even one new element could be a reason for having a user test. So essentially the reasoning that we do use your tests is because we want to learn how real people are using what we've designed. And we also want to use user testing to combat any sort of assumptions that we might have made incorrectly while creating this design. At the end of the day, you might think something should be a certain way. But if a user that represents your target audience is showing that your assumption is incorrect and that they're actually using it a totally different way, user testing just helps make it so that you can uncover these things before they become really issues down the line. So knowing that we're going to dig in a little bit more next as to why we bother with user experience, audits 3. #2: Why Bother with UX Audits?: before we get too deep in the weeds in terms of the how it's important to consider the Why why are you X audits worth the time, effort and budget that they inevitably take to do well? So first things first. There's a strong relationship between easier experience and S CEO. It's a relationship that is difficult to measure because some of the things that aren't necessarily strict guidelines to help you determine if something is, you know, definitely a great user experience or not. But that said, there are some sort of markers that we can use to determine. For example, websites User experience on these markers are things that Google has told us, our official ranking signals. And, you know, even if they haven't explicitly said it for some other things by knowing which things are explicit ranking signals that they use to recommend content on their search engine, we can kind of extrapolate from there other things that are important to, so just to give you a list of some of the important ranking signals that are also user experience factors, first things first, Ah, websites page being you know how quickly it loads. There's a statistic out there that a lot of people quote that says that, You know, if it takes three seconds or more for a website toe load, most people will bounce, which means that they'll just leave that website before viewing any other page because it's a frustrating user experience to not have a fast loading website. So that's something that people who maybe don't know a lot about user experience, my push to the side and assume that it's okay. Teoh if everything else looks good on the Web site, but it's really one of the most, if not the most user experience factor. Other things include, like how your website looks on a mobile device you know isn't responsive across different devices and browsers. Sometimes it's just small changes in terms of your screen size that can really throw off the whole design of the Web site. So it's important that it can adapt on. That is, again, an official Google ranking factor. It's not just something that we guessing out something that they've told us. Https is another sort of user experience factors for in the technological side. Basically, https is sort of a security standard. It's just a way of encrypting data between a person and the website and the browser that they're using. So, for example, banking websites would use https e commerce websites. In the past, collecting user information have used https in the past. But now Google is saying it's an official ranking factor, which means all of us have to use it so that we can all keep user data safe. And you know, that's not something that necessarily goes into the design part of the Web site. But it's still something that you have. Teoh, you know, manually configure yourself or through your Web host. So again it's it's worth mentioning in this discussion of user experience factors. Another reason why we bother with you ex audits is because it can help you to uncover issues that kill conversions. Andi, honestly, when I'm doing these audits for clients, one of the biggest things they asked for our what are the things that are hurting my conversions? What can I do to complete you know, more goal actions or what? What can I do to get more people who are on my website to convert better? So it's it could be things like just the placement of different elements. You know how prominently a certain called action is featured or, um, you know, it could be it could be something as simple as Maybe there's a spelling your that is helping or hurting trust on a website, so it can definitely be a number of things, but sometimes it helps to have somebody else take a look at your website so that they can see it from a new perspective, which is kind of my third point here as to why you should even spend the time and money on you. Ex audits. It's just mostly seek. Get out of your own head, Um, whether it's you or maybe you have a team at your company who is requesting some sort of user experience on it. Um, you know, getting outside of the main people who are involved in a project helps to take a look at things in a different way, getting new perspective and maybe noticed things that you are noticing and, you know it's It's perhaps even more useful if the person who is doing your user test is not somebody in your industry, because then the perspective is even more different and fresh and unbiased. So those air kind of the main reasons why people bother with you ex audits. And next, we're gonna talk a little bit about how to pick user testers. 4. #3: How to Pick User Testers: Once you've made the decision that you want to do user test or maybe multiple user test, the next step is to find the people who are actually going to be your user testers. And so there are many different ways that you can do this some more effective than others. The first option is to start with the people that are in your own circle, colleagues at your work, friends, even family members. Um, the problem with picking people that are close to you or who were close to a project like your colleagues is that they're definitely gonna have some sort of bias. And the problem is that there probably also going to want to give you an answer that you want to hear. So you know, they, they might think they're doing you a favor by saying, Oh my God, the slopes, It's so beautiful. There's nothing I would change, But you want the people who are not going to be afraid to give you their full impression of what is wrong with your website and what potential conversion issues there there could be. So these are good people to start with just to find any sort of, like, obvious, glaring issues because they'll probably be willing to count t call those things out. Just, you know, if they know that it's something that's definitely a problem. But for everything else, they're probably going to be a little less useful in terms of feedback again just because they have that bias. So another thing that you might want to consider is recruiting volunteers from your audience. So, for example, people who are bands of you on social media, perhaps clients who have, you know, shown that they're willing to give feedback in the past again. There is going to be an inherent level of bias if these people really like you, so they're not the best people for the job. But there another sort of, um, category of people that you can go after in looking for specific feedback. And, um, you know, perhaps these aren't the people who are going to do a full user test, but maybe there are certain aspects of design that you want to test with them, and it would be useful to work with these people because they have a background understanding of your products or services. But inevitably, your bus back are going to be unbiased. Third parties, people that you don't know people that you are, you know, paying to do this job or, you know, some other sort of compensation. Like sometimes people offer Amazon gift cards, whatever it might be. Um, it's important to realize that we all operate based on certain assumptions and you know the problem. Or I guess the problem we're trying to solve with the user testing is what if my assumptions are wrong. And so that's why working with truly unbiased third parties is your bus. But you want to get a couple different perspectives and giving outside of your own circle. You know, even your own colleagues. Is the bus way to do that. So the good news is, if you are going for a certain sort of profile of person, you know a certain mix of demographics you can filter by these things. Unpopular freelancer marketplaces will talk about those soon like different places where you can get a quality user test. But in the meantime, another important question to ask yourself while going through this process of designing a user test is how many people are going to be enough to get truly useful information. That helps us solve whatever problems were hoping to solve by doing this user test. So, um, this is kind of dated a guy named Jacob Nielson. I wrote a column called Y only to test with five users and provided a compelling argument for you know where sort of the level of marginal returns cuts off, and he claims that it's at five testers at each stage. So when we talk about different stages of the user tests, um, Jacob is referring Teoh different stages of design. So perhaps you know, you start with a wire frame for a design, which is just very basic, doesn't necessarily have all the graphic elements, but shows placement for different elements. And then from there you might have, like a photo shop markup that has more detail. But isn't, um something that you can interact with yet like a website or an app? And then finally you have that design, and maybe the live design goes through a couple different changes within different stages, so you might start with a mock up. You might start with the website itself. It doesn't. It doesn't matter so much as was long as you make sure that you have enough usable data to determine whether that design is effective in its current formation. So again, Jacob Nielson says, five user testers are ideal for each stage. And another thing that's worth mentioning is, if you are starting with the user testers really early on in the design process, it's best to involve a larger quantity of them. Earlier on, you can get away with less as it's coming to a close. So keep those things in mind while you're higher and user testers more isn't always better , especially as time goes on. Next, we're gonna talk about how to design your usability test in terms of what questions to ask . 5. #4: How to Design a Usability Test: Questions to Ask: There are some user tests where people get started without any sort of prompt and they're observed. And there's useful data that can be gleaned from just seeing how somebody interacts with the website without having any specific goals, so long as they're narrating their experience and sharing what's going on and how they're perceiving what they're doing. But in most cases, people will come into user test with the specific set of questions based on what exactly they're hoping to learn. And so kind of the first stage here when designing the user test, whether you're gonna have questions or not is to start of their goals. What are you hoping to achieve? What do you wanna learn? Is there specific page or page is that you want to focus on eso? Make sure that you're starting with these specific ALS in designing the rest of your usability test. One great place to start with questions are developing questions about the tester and how they interact with the Internet. So, for example, you might ask, what kind of smartphone do you use? And these questions probably aren't going to be super useful in terms of the feedback they provide on the design that you want them to look at. But they will help you to gather some useful demographic information about the tester, and they also help to put that tester at ease. And if it's if you're working with testers who haven't done this process before, it might feel a little bit weird to just kind of narrate what they're doing and jump straight into it. So, um, having questions like those, or even questions just about then that aren't relevant to the test itself can be useful for getting people in the right mindset to move forward. So next you might specifies specific pages that you want each person each tester to go through. And you might get even more granular into the questions that us specific to that page. So let's say, for example, you're doing an audit on a five page website. They have a home about services contacting blogged page so you might ask people on each page esque user testers on each page. What do you think this is? What strikes you about it? What would you click on first? And then you could go more specifically into, um, the different elements on that page, which is my next point here. Um, what do you make of specific elements? So these times of questions will be important if you are trying to determine the effectiveness of a certain element or your you know, considering adding something new to a page or you're just trying to see how somebody perceives what you're trying to do. And if you are using the right language and placement around that element a couple more things here, Um, while constructing a user test. Like I said before, you could leave it sort of open ended and see how people navigate your website without any direction. But you might also want to define specific actions for the user to take, especially if you are measuring a very specific goal. So ask them how they go about finding something. For example, like maybe your test is based on navigation. You want to see if you're a navigation makes sense. And if things are where most people perceive them to be, so you'd ask them, Teoh kind of go through the process of finding it near reading that process and explaining each step. Um, in general, the more you dig into each specific action to user takes the more detailed insight you'll get us to how they're actually using your website. So questions that are very specific and asked people to narrate their experience or probably the most useful when it comes. Teoh um, using user tests to accomplish actual business goals. Couple more notes in terms of how to design better user testing questions. First of all, definitely avoid Web development or industry specific jargon when developing questions. You're you might work with some people who are a part of your industry, and you will understand it. But you should also have people outside of the industry who definitely wouldn't understand very specific terminology to help you get a more well rounded understanding of how people in general perceive your website. So think about designing questions that the average Internet user could be able to understand without you adding for their explanation for terminology. And another thing is to break up complicated questions into simpler ones. It's OK to ask a few questions to get to the bottom of a complex topic. So, you know, don't worry about how long your questionnaire is getting, because you might be going through things really quick. If they're not super long and complicated questions, and by breaking them down, you're making a easier for the user toe. Teoh answer that specific aspect of the question instead of trying to answer a bunch of things at once And so, um, kind of on that note. Be as specific as possible when asking questions in order to get the most useful responses . So next we're going to talk about some of the tools that you could use to run your own usability tests. 6. #5: How to Run a Usability Test: Tools: there are so many different ways to get valuable user feedback, whether that means using specific tools, using specific marketplaces to find testers or even using certain methodologies to get this feedback. So I'm going to walk you through a couple of the things that have worked for me to get usable feedback that also provides great insight for website design. The first is inspect lit. This is a tool that works kind of on the back end of your website. You get a job script code from them that you install, and it starts recording user sessions, and you can see how people actually use your website. It produces videos that are tied to certain I p addresses. And as you can see by the screenshot here, it shows you like how long the session waas what country? The users from the date that it happened and affected pages. So this is something that people affected by GDP are might not be able to use, and not 100% sure as to if it's compliant with, you know, certain, like cookie rules and things like that. You have to check up that something that's that's something that you're affected by. But for us in the United States, it's still fair game. Um, I would recommend putting something on your company's terms and conditions or privacy policy, that this is something that you do that you are you recording user sessions but past that really interesting to watch these videos and see how the's unbiased users air using your website. And this is something that if you have a free account, I think you get about 500 session recordings per month. You know, if you have like an enterprise business, it might be useful to pay for more than that. But you know, if you have time to go through 500 sessions a month, you're definitely doing while in terms of the insights that you're gonna get from watching them. So this is one, um, sort of background waited. Do user testing. You don't obviously have any audio or anything like that, so you can't hear what people are saying about your website. But, um, doing recorded sessions or looking at other user behavior software tools that can show you heat maps and things like that is a great way to get some sort of introductory information that you could use to design a more specific user test, very popular platform for hiring user testers. And, um, you know, doing a user test at scale is user testing. So they're an industry standard solution. They're probably the most popular company associated with these air testing. You can specify a specific tasks that you want people to complete, as well as specific questions that you want them to answer. And those questions show up on screen while they're looking at the website, and they just have the recording tool that reports everything back to the client. So basically, users will marry the process they go through to complete a certain test based on the questions that are answered, or her side that are asked as well as you know, specific promise that they're given. And the great thing about user testing is they have a large user base, so you can pick testers based on whatever demographic information is important to you. They also do screen or test so you can ask questions about like the last time they went to buy like a certain type of product to see if there someone who's even relevant to the questions that you're asking, conversely, kind of on the same point, but at a different price. Point is fiber, so fibers a great place to find user testers who are probably going to be cheaper than your average user testing tuhs sir. And the great thing about fibers you can see what the price is, right When you get there, people have Teoh. You know, specify what you get in your gig. What the delivery bles are. You can sort by different demographic factors. You can hire someone starting at $5. Some people charge more than that, but not much more in this category s. So it's a great place to find people to help with your usability test, especially if you have a short turnaround time. You can order gigs that deliver and 24 hours or less, usually with a slightly higher costs. But so it's It's a cost effective and time effective solution for hiring user testers. Another sort of behind the scenes user testing tool that you can use is bug heard. So bug heard allows you to enable public feedback on your website. There's like a little transparent translucent, I guess I would say um box, like the bottom right hand corner of your website that people can click and they can share things that are broken or, you know, just feedback about how they're responding to your website. I personally use this tool when I am creating these audits for clients because it lets me to create um, report with annotated screenshots and assigning it to certain pages. So buggered can be great whether you are just sort of passively soliciting user feedback or , if you want to use it to provide feedback to a client. As part of offering user test is a service another very popular way. Teoh facilitate usability tests is doing it in person and having you know, a computer lab available where you have the ability to observe geezers direct the test and have them there in person in case you have any follow up questions. So that's kind of a limitation of using something like really, any of the aforementioned tools is that you could ask questions after the test is complete , but not during it. And having the ability to ask questions during the test Teoh deviate from whatever the stated questions are can be useful especially if a certain user tester is coming up with feedback that nobody else is shared with you, and you can dig more into that. So those are some of the more popular ways to find user testers. In addition, Thio more passive ways Teoh learn about how people are using your website, and now we're going to switch gears a little bit to talk about how to be a good user tester . 7. #6: How to Be a Good User Tester: If you've made it this far, then you already know some of the factors that make somebody a good user tester. But it's worth calling the mountain individually in case this is something that you want to offer as a service to make sure that you're doing the best job you can. First thing is to near it. Your thoughts, as you have done it seems simple. But again it's worth calling out because this is kind of the meat and potatoes of why user tests are useful to people, even things that you might not think are super important. Um, small details that seem like they might be a problem are still worth calling out because you never know what their impact might be. And a company might not know Teoh, um, to investigate them further were Teoh, consider a B testing other variations to make it better. Unless you call it out to them. They just might not notice another thing that you should do when when trying to be a good user tester is to consider the impact of every on page element again, even if it seems insignificant trying to go through the page from top to bottom, even if it's just saying, You know, I don't think that this is a problem or, you know, I respond positively to this. That's enough. Teoh. Consider that aspect of a website common to done and kind of giving yourself permission to move onto the next thing. If you really don't have something else to say about it, it's important to also acknowledge the perspective of your audience, especially if you're not a member of it. So ideally, when you're higher and user testers, you're getting a good mix of perspectives, primarily people that match the target audience of the website, or app, or whatever it is that you're testing, because those are the people who you're designing it for. So their perspective must be accounted for. But even if you're hiring user testers who don't fit those exact demographics or another specifications, it's worth repeating to yourself during the user test. This is the person that is the ideal target audience for this website, and so this is what I think of this element based on that perspective. So it's OK even if you're not necessarily part of that audience to say this is how I think they would perceive but into specifically call attention to a. So next, we're going to talk a little bit about how to offer user testing us a service by going through my fiber gig that I've created Teoh sell the service to clients. 8. #7: How to Offer User Testing as a Service: One of the reasons why I mentioned fiber earlier in the discussion of where to find user testers is because this is the marketplace where I saw my user audit services and I even have a page on my website that kind of summarizes all the same things. What leads back here because it's just an easy delivery mechanism for, um, finding people who want to hire me and then giving them what they need. So five, or if you haven't used it before, it's worth noting that they take about 20% of the cut on whatever it is you're paid. But the benefit that I see with using fiber is that I don't have to worry too much about business development. People usually order the gig without talking to me. And so it's It's nice if you have a service that's easy. Teoh commoditize and Package. Just selling it on fiber and people finding you based on the demographic information that you've designated, and whatever your pricing is in the different packages you have, Um, I've had a lot of success with this gig is you can see at the top here I have over 114 almost five starter views. And, um, I am a top rated seller on fiber, which helps me. But that's a recent thing. For the past almost three years, I have not been it operated cellar, and I still sold ah bunch of these gigs because it is a category and fiber that's very much in demand. So I would recommend, even after going through what I'm going to show you here, seeing how other people are positioning there, user testing services on fiber to get an idea of how you would do the same thing. In my case, I'm fiber. I have three packages that you can see up here, a basic standard and premium. So basic is just one page up to five minutes. Each of these packages includes a screen recording kind of like what I'm doing now, where I'm narrating what I'm doing and entering any questions that people have. And I will share the specific questions that I ask people before I get their orders. Um, the next packages for five pages, and I've found that these packages tend to be about the right size in terms of what I'm offering on each 115 and also 10 pages or screens. So a page, um, can also mean a screen. If somebody wants me to look through an app or like a mock up or something like that, most people send me websites. But every once in a while I get requests for APS or four websites that are alive yet and things like that. So I found that 15 and 10 tend to be, um, good ways to package this up in terms of how people you know have things that they want to go over on their website. And people can also order additional pages if they need them, or they can order shorter time frames for delivery of. But the biggest difference between my basic gig in my premium gig is that people also get a summary report with annotated screenshots, which I create using that bug, her tool like I mentioned in an earlier lesson. So they also get the screener court and they get up to 25 minutes. I usually go over to be honest with the with 10 pages just because it's a lot of content to go over. Standard gets 10 minutes, and this is it that this is a desktop test, but I have specified in talking about the gig. The people can also change out actions down here in this F a Q that people can change out the dust top gig for a mobile gig, and they can also order whichever one. They didn't specify that they wanted as a gig extra so, so five or lets you do packages. But they also let you do these things called gig extras. Where they can get more in that package, such as additional pages tested is shorter timeframe for delivery and an additional you know, mobile tests on top of just stop test. There's a lot of different ways you can do it, I guess, is what I'm trying to stay here. And like I also said before, it's helpful to look at other people on fiber and how they're setting up their gigs to figure out how you want to set up yours. Ultimately, it's up to you, but sort of the essential elements are first of all, cover image minor. All the Sex Street are motif, which you've probably noticed on my skill share portfolio. Um, it's also useful tohave videos about the gig, which I haven't made for this gig gap. But most of my other fiber gigs have videos on them, but you can also see here that you can see a portfolio. Samples of these are actual audits I've done, which you can check out for yourself if you're curious. And, um, you know, people's reviews that they left alongside my completed work. So every fiber gig starts with I will dot, dot dot you fill in the blanks in terms of whatever bigas, um you create like a short summer description brooch package. And then you define everything that includes most categories for gigs will kind of prompt you in terms of some of these things you see on the side. But you can also add custom extras that might have nothing to do with any of these other things. And then you have a short description tried to include some relevant keywords. Um, you know, you also have to fill in some basic demographic information as well as the devices you have available for testing. And then I recently added these F A Q questions based on what people are asking me. So again, it's good to be, um, open to feedback and a listener, because then you can proactively answer some of the questions that people might have before buying your gig. Um, you also have to add tags and stuff to make it easier to find. So that's my fiber gig. I'm gonna show you just another view on the edit side of things. So this is how you set it up? You can see that. I will think he picked category. Um, these are so the demographics and those tags I showed you. Then you set your gigs here in the scope and pricing, and you can kind of see how that looks compared to how it shows on the public Gay. You get a lot of tool tips here to help you figure out how to most effectively fill this out. And then you can add gig extras, as I discussed earlier. So then, once you're done that that there here's the description. Here's the F A Q section. I made up all these ethnic you questions, but feel free to steal them. And then this is important, too, because once somebody, it places an order, they get prompted to share information with you to help you complete the gig. And you definitely want to ask some targeted questions so that you get useful information that provides a useful final deliver verbal for your fiber customer here. So I asked, send me whatever you or else you want me to go over or, you know, screens, pages. Are there any major issues you'd like me to keep in mind? Was the time people say no, they just want to get my, um, feedback in general, I asked them to describe their target customer again so that I can get in the perspective of that person, even if I don't necessarily fit it. And what important goals are you hoping that these pages will achieve? And so this is kind of where people tell me about what conversions look like. You know what might be wrong with the rep side they want to fix. I mean that you can talk about that here, too. But at any rate, these are the questions I found to be most useful. You don't want to have too many questions because that may get in the way of the order getting started. But you want to know what you're up against. Do you want to know what the person on the other end is looking for us, so that when you turn in your work, they don't request changes because that's that's when fiber becomes less useful to you and less profitable when you have to go back and forth about stuff that the person thought they were going to get. But they did it. And then here's just were you upload the video, which I highly recommend you and want to have some for my other gigs and then any relevant images that would be used alongside advertising your gig. So that is how I structure my gig on, um on five. Or I'm going to show you one more thing, which is just the page on my website, which I really only have Teoh take advantage of, like search traffic, because I'm optimizing for the U X audit keyword. But this is really just a copy of what I have on that fiber gig, and you can see here these are the same questions that I just showed you. I also do audits, user experience, audits that I sure my YouTube channel. So again, if you need even more. Resource is for this. I will include that link in the description for this class and then some feedback from people. But again, this is all the same stuff that you saw. I think I do have to update this page, but, um, this this just leads back to my fiber gig, so I'm just promoting it for my own channels, which I would recommend that you do as well. That helps Teoh sort of seed your, um, your numbers on fiber by it also doing your own promotions. So that's how you dio, um that's how you can offer you X audits is a service and how I've specifically said it up . Next, I'm going to give you some background information in the form of an actual audit that I've done for a client so you can see how I handle that 9. #8: An Example UX Audit I Completed for a Client: Hello there. And thanks again for ordering my UX audit gig. I'm excited to help you figure out what might be possible to improve on your website. So it looks like we're going to do the sto blur dot com home page. I haven't looked at it yet, so this would be a very fresh impression. Um, he said many of the navigation buttons are links on the home page, not additional pages. Okay. Nothing specific that you want me to look forward, but just be brutally honest. Cool. I can definitely do that. And your target customer, it sounds like, are people who are looking for digital marketing services or companies rather small, medium size. This is perfect because I also sell digital marketing services. So I'm like the exact right person to look at this. And you just wanna push people to get in touch, so cool. Let's take a look. All right. Well, the design is definitely sleek. It gives off a good first impression. Um, I think the only thing that's really missing is some like that. I mean, like, from my initial first impression is some aspect of branding and, like helping people understand your needs like there's this logo here which might be your logo or might just be some sort of like transitional element. But I'd love to see the logo represented, like in the top part of the page in the menu bar somewhere. I don't know if that's gonna throw off this aesthetic of having the border around the different menu items. Um, but I think you could still make it work without it, you know, bothering that. And then what you could do is if you have the logo on one side, like maybe it's on the left or something, that's usually kind of where you expect to see it. You could also maybe move out like the contact button as a separate element on the right, and, you know have like a different color button to draw attention to that, since that's the conversion activity that you want from people. So that would be one way to sort of get started. And besides having a logo, what I also usually recommend is having some sort of tag one. The tagline should be something that's understandable to people, no matter what page that they land on its something that helps them, understand what you do. So you have, like a whole service digital marketing agency here. Put adoption between that. That could possibly be your tag one. Although I think this opens up some additional questions and issues, which is, you know, if you really are full service digital marketing agency, then why would somebody want to work with you over someone who specializes? So even if you really do offer all these services, how can you make it a little bit more specific? Let me give you an example. So on my website, which is the dash blacksmith dot com, I when I first started it, I called it like put your brand online dot com like I couldn't figure out what I wanted my brand name to be, but I wanted to get a website up and I was like, OK, I do Social media and blagging i D WordPress websites, and those are also things that I dio. But what I did to make it a little bit more specific and niche is I changed it so that it's all about doing those things for companies that operate in the WordPress community. So social media for WordPress sites blag post for, you know, people that, um, you know, need content about wordpress. Excuse me? So think about that. Think about what it is that you do, whether it's distinguishing yourself by the specific mix of services that you provide, or, um, it could be more about, like, the industries that you serve. That could be another way to make it a little bit more specific. So, um, you know, like this it looks like you're like, maybe trying to fill in a temple. A at least, you know, for now, just to make sure, but you have all your sections covered. This is really generic. It doesn't really tell me anything about you. I mean, I understand that you're trying to show people the benefits of working with you, but I think it would be better to show that in terms of maybe like a testimonial. Another thing I like to tell people on these UX audits is show Don't tells is kind of my go to way to describe how to be effective with your website and making sure that it's communicating. What? What, you want it to communicate Like, for example, when I land on a new website, and it's for a brand that I've never heard of. I'm not likely to respond to this like this. This just doesn't mean anything to me. But if you can demonstrate this through, like a really cool video that, like showcases some of the cool client projects you've done or alternatively, a testimonial. Like I said from the mouth of somebody else who is talking about you, that's a lot more effective than just, I don't know, making like claims that are not specific and super generic in terms of the industry you represent. Okay, this is like not grammatically correct Stow, Blur, digital marketing agency optimizes. Maybe you're one said to be fast, secure. And if you believe in Oxford comma, I'd put a comma there and efficient site that use use and search engines will love How so you know, besides showing and not telling expand on that, like, what is it that you do? Do you use Do you help people optimize with, you know, plug ins? Do you have, like, relationships with, you know, other websites where you're like helping people with back links like and you've been have, like, link building here So how do you do that? And you kind of explain that how in terms of these core services, which to me, it seemed like there more about strategy and s e o with a focus also on content marketing than full service. So I think by saying, like, you know, we help If you're Catlin, was something more like, You know, we help you with every aspect of S e o from creating the content. Teoh, you know, building links so that people can find it And, you know, also helping with the technical aspects to provide a great user experience. Um, something like that would be so much more effective than this or like this. But anyway, spell, check, grammar check because link building also has a spelling error right here. Um, these images air kind of generic, and what's worse than that is that they don't really match each other. I would like to see uniformed size, So, like, maybe they're all in a square. And if you have Teoh, you know, use this picture and, like, position in the middle. But there's still white space around it. I think it's better than what you have right now, I would also maybe consider adding some descriptions to your heading. So, like core digital marketing core SDO services, you know something as simple as that and also like, if you get the pictures one. Make sure that text is also basically the same size so that these buttons will line. It'll just look a lot cleaner. Um, and so here you're kind of you're kind of defining what the's services are. But what would be more effective is to show people the benefit of ordering these services. So you know, these air just generic, even if they are, even if they did serve their purposes as definitions, I wouldn't say that they're doing necessarily a very good job of that. So reconsider how to position to use to get people to click the learn more button. Okay, see what we can do for you, maybe see what's Tobler can do for you? Just use take the opportunity to make the headings a little bit more custom to who you are and what your company does. So you know, the first thing that I would be wondering is like, What the heck am I looking at here? There's no there's no, like context for it. So if you were to say, like, you know, here is like a full S e o campaign was content marketing link building, SDO strategy, whatever that we did for such and such client and, you know, check out. Um, you know how much organic roots we got for them or something like that, But given some contacts, don't just put a picture there, Nick. You expect me to know what it is? Um Okay, so this is weird. It looks like this is hyperlinked. And now the rest of the link is also or the rest of the list is also hyperlinks to so that when I hover over it has that text decoration where it's underlining things. That's just awkward. And it's sloppy code. So be careful of that. Make sure you close the, you know, link tag up there. Um, I like how this is laid out this list. Be careful again. Your spelling and grammar, like automated here is not spelled correctly. Um, this is maybe something that you want to call out separately. If your biggest conversion thing is getting people to get in touch. Um, you know this should be like its own section on the home page. But you also need to provide a little bit more context. Like what should people expect in the delivery herbal of the S u auto? Are you gonna walk people through it on a call? So you know, what can you say to get people interested in doing this as opposed to, you know, just like using their own SDO tools and figuring it out for themselves or using, like, a free tool? I should probably be a dash there, Think. And this sounds like it's the same thing. Is this so again, just bring bring this out, you know, call it out separately. Competitive is spelled wrong here. This should probably also have a dash. Um, So Okay, so this is just this section is just kind of messy, because this kind of it's not free, right? It's included if they're already paying, but but it is free if you're doing it. Teoh, get people to get in touch with you. So be careful about language. I think words really do matter. Um, so just, you know, be straightforward with what is going on. Um and then, you know I'd be kind of curious in terms of like, Well, how do you measure delivery bubbles around? Content marketing, technical s CEO and link building. You mentioned this monthly report. So maybe you can expand on that to talk about you know, how you report on these activities Ongoing. And I'm still seeing this like, weird. You see this hover of fact here. So be careful with that, and, you know, like this more and faux thing would probably be fine. But I think the get started should really applied to these two elements and pull that out. This. Okay, So if you're gonna make this claim that you've been doing it for our 20 years, I want to know more about you as the person behind this as the team behind this company. Could we see some pictures? Can you link to your lengthen where we can read some testimonials, like having some bios for the team members? Like, I need to know a little bit more about you? Maybe it's even like a black post where you, um, you know, share kind of your philosophy of s CEO and how it's changed over the years, how you've managed to keep up with all the trends. But this is just kind of like a baseless claim without any contexts. Um, this is this is interesting. This makes me stop to consider what you're trying to say. I don't know if I looked that the heading, but I like this like first sentence after it. So maybe this should be something that's up here in this section because it is attention grabbing. And that's what you want for sure. Dear Driven Shepherd Dash, This is what I want to know more about. What is your scientific approach or what can you say about it to educate me as a potential client? Where do you publisher techniques and processes? That's what I want to know, too. Um, you gotta bury your call the action text. Otherwise it just looks like it's all going to the same page. Maybe it is, but it should be unique to that subsection. And also it would be good to see some differentiation between the different sections. Like maybe they just alternating background colors, each one because it's just harder to read without that differentiation. Also, the contrast of this light ground that white background is really hard to read. This is kind of just, like whatever. Like, it doesn't do anything for me. You need a better heaven because it seems like you just ran out of ideas here. So again, it's just like you're making a whole lot of claims. And you're saying that you, like, publish your techniques and stuff and, you know, stay up today. Like, I just need more information about that. So I feel like we've got your first couple of, like, blood posts figured out. Like, what are some of your techniques? How do you stay up today? You know who are your favorite search people to follow stuff like that. What's your scientific approach? You know, like, how do you measure stuff? This is bald wrong. What should have? Ah, apostrophe there a couple spelling errors in here too, But not much different than what I've already said no. Like this comment either. And, um, I don't know this e think you should maybe think about structuring the contact form or like an intake form? Um, that's not to say that these air necessarily the wrong form fields tohave, but maybe you want to ask a little bit you know, get some information about the company Like guess what industry they're in or like, what's their budget or something like that? Just setting up more like a contact and intake form, as opposed to just a contact form. Um, because it's kind of on the person on the other end to, like, get you whatever information and to, like, assumed that they know like what you would want. But why don't you just tell them what you want to know besides the basics? So I would recommend looking at some other, like digital marketing agency websites to see how they're handling that You don't have too many fields because that hurts completion. Um, but at the same time, if you wanna, you know, come across as professional than I think that's important. The quarter is kind of like wonky, and it's formatting, and what I would usually expect to see here would be like a repeat of the menu. I'd also probably like to see some of these feeds. And if you have a blogged, maybe showing like in RSS of the latest posts, Um, so So that's what I've got for you today again. I think it's a really slick design, but I think that there are some things you could do to make it look a lot better. There's a lot of context you need to add, especially for the bold claims that you're making. And at the end of the day, like I personally would probably not want to work with you unless I could see and learn more about the humans behind the brand, which you haven't introduced me to. Yeah, I believe you have in terms of saying you know, that your experts and all this stuff, so hopefully that wasn't too brutally honest. But I think that by following some of these tips you're gonna make this a whole lot stronger, so let me know if you have any questions. 10. #9: Additional User Testing Resources: If you're interested in learning more about the basics of user experience, design and user testing, I would suggest starting with these books. The first is the design of Everyday Things is the book by Donald A. Norman, and it's one of the first that I ever read about this subject in general. What I really like about it is it's written very much from an academics point of view, with figures and descriptions of problems that people have with everyday things, you know, items that we interact with on a daily basis, like doors like teapots, anything that we come into contact with that upon first glance, Mayor may not make sense in the things that we can do to make those things more useful to the end human user. So, you know, even if you're not a product designer, there are so many useful lessons in this book alone. Um, I think it's something that you should read to start any sort of study on user experience design. It's just a great place to begin to understand why this is so important and failures that you know not only have happened in the past but still perpetuate today Once you're done with that book, I would recommend reading Steve Croes book. Don't make me think a Z can see it skinny Um, you know, it's mostly double space that it said Very quick read. But more important than that is that every chapter isn't there about 10 or so. Every chapter is essentially a guide and an easy to follow guide in terms of how you would set up your own user experience tests with additional guidance. Some things that I've actually talked about already in this class, but additional guidelines to keep in mind and a foundation for building your own user tuhs . So another great one especially related to the topic at hand as we discussed user experience design. And then, if you really like Steve Krug, he has this additional book Rocket surgery made easy, and it's all about diagnosing different usability problems. And again, it's really skinny book. It's a quick read. It's easy to read, as you can see here, um, very approachable and armed with these books and this class, you'll have most of not all of the information that you need to run your own user experience tests, I would say the last thing to keep in mind. As far as developing the skill is just being a more conscious consumer of the websites that you visit online and identifying problems that you're experiencing as you go through other people's what sites or, you know, even popular brand websites. And, you know, being able to say Why is this a problem? Always, always think back to the Y. And it's not about if something looks good or bad. It's about how somebody interacts with that and if it makes sense.