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Day: January 11, 2021

What is UX Design.

by
What is UX Design

Designing digital products while delivering an enjoyable experience to people can be challenging but fun nonetheless.

As a UX Designer, I am often in a maze of possibilities when solving problems. And after talking with other designers, I realized that I am not alone, this is part of our practice.

Here I want to talk about the complexity and ambiguity that we face in our day-to-day work. But before that, I want to give you some context and look back at how our profession came about.






Looking back.

In 1993 Don Norman coined the term "user experience" for his group at Apple Computer. Before this role UX There was no design in the industry. The work of a designer was more about aesthetics than business. UX Designers, as we know now, started appearing in the late 90s along with the dot-com bubble, but they were called Information Architects.

What is UX / UI design?

By then, usability and accessibility had become the hallmarks of online products. And organizations began to create jobs for people to take care of those areas.

In the beginning, the day-to-day job of an information architect was to organize information overload and create easy-to-use websites. They were also responsible for conducting usability tests for websites.

Soon, e-commerce companies began to realize that information architects could also help increase sales. Continuous advances in software, hardware and digital technology have made their work inherently complex.

The real UX of Design.

Currently UX Designer work includes more branches. We take into account the end-to-end experiences of people interacting with products and services.

Together with other UX users, we plan and conduct user research. Together with product managers, we explore new strategic business opportunities to determine which products and functions should be built.

We then prototype and test with users to identify problems people might encounter while using our products and then propose solutions.

We work with other designers to turn quick and dirty prototypes into amazing user interfaces.

In cross-functional teams, we partner with engineers to create applications that make them easy to use. Once the products are on sale, we work with data analysts to track user behavior and conduct A / B tests.

Balancing what people want and what the business needs to grow and be sustainable can be a daunting task.

Dealing with this ambiguity is not always convenient, as we often have to deal with difficult trade-offs that could potentially affect millions of users.

Understanding interdependencies in design.

UX Website Design

Digital products carry many interdependencies within and outside organizations. For example, the state of the economy, politics, society, the environment, available technologies can affect the lives of people and, therefore, the acceptance of products by consumers.

Within organizations, you need to quickly create and ship products. This requires broad interdisciplinary collaboration from a range of teams and departments.

Organizational culture influences everything and the challenge, especially in large organizations, is to motivate everyone and work towards the same goals.

The interdependence of all of these factors and the people involved makes product design and development really challenging.

When faced with complexity, it's common to take a reductionist approach and try to simplify things. But the problem is that by doing this, we often exclude things that may be important to some of our clients. When developing a product, we must roughly prioritize, and this is difficult when we strive to be inclusive.

We now understand the need for experimentation, and therefore rapid movement, learning and market adaptation are the keys to product success.

In the digital world, “perfect” performance no longer exists. It used to be that things were more top-down and therefore more predictable.

The products were fully formed, designed and delivered in one go. Today, it is more important to take risks from the start and accept the trade-offs for both the business and the users of your products.

Managing complexity in UX / UI.

Being a UX Designer requires a lot of flexibility. It is an ongoing process of learning, weaning and adapting. Technology is constantly changing and new design tools are coming to the market, but that's not all.

Studying the behavior of people interacting with your products is an ongoing exercise. In addition, as we move from one project to the next, we must quickly adapt to the dynamics and culture of the new teams.

An ongoing collaborative approach can help us deal with complexity and ambiguity.

Involving users as well as employees from different areas of the business in the product development process brings different and valuable perspectives. Listening to people's stories can challenge our own biases, and this is so important to inclusiveness.

Awareness can also come from various industries. They allow our brains to create new extensions of thinking and systemic perspectives on problems.

Working as a team, there is nothing better than doing something visual to create a shared understanding. Concept creation is a powerful way to see the big picture, prioritize, and focus on what matters most. This triggers the imagination when discussing possible scenarios.

Problem solving in UX / UI Design.

Quite often, problem solving requires us to act like detectives, trying to find clues and evidence to solve our mysteries.

  • We conduct various types of research with existing and potential users, as a result of which we go deeper to understand their needs and motives.
  • We start a full investigation from scratch, challenging our own assumptions.
  • We formulate and rethink problems, create hypotheses and test solutions.
  • We base our lines of investigation on whatever evidence we may have at any stage of product development.

The challenges we face require analytical and pragmatic approaches, as well as creativity and imagination. Unlike logic puzzles such as Sudoku or crosswords, solutions are not always accurate. They don't fill the board with perfectly combined numbers or letters within squares.

Since there is often no perfect solution, we have to consider the pros and cons of every alternative or assumption we have.

Once we have considered the various constraints, we can make informed decisions to provide a feasible and viable solution.

Experiment and learn in UX development.

When dealing with ambiguity in UX Design, we have to admit that we don't have all the answers. In order not to get stuck, we can offer experiments in data collection, learning by doing and figuring things out.

We can create hypotheses, plan tests, observe results, and develop solutions. This approach helped the teams in which I worked to develop.

In general, we quickly assemble a group of people into cross-functional teams and decide:

  • What are our hypotheses?
  • What do we want to try?
  • Who's going to try it?
  • How long are they going to try it?
  • How do we know if it worked?

As we experiment, confidence rises and teams become more confident and aligned with common goals. In addition, evidence-based decision making provides process transparency.

It is difficult to predict how Usability Design will evolve. However, there is no doubt that new difficulties and new posts will continue to appear.

Technology will drive change in all aspects of our lives, and ambiguity will continue to bother us if we are not aware of interdependence.

As mentioned earlier, a systematic, collaborative, and experimental approach helped me navigate complexity at work. This allowed the teams to share responsibility for difficult decisions.

So the next time you run into ambiguity, instead of worrying and rushing to “easy” solutions, try to welcome the unknown and energize your imagination with your scenarios and possibilities.

✓ Who is UX Designer?

A specialist who calculates designs based on user behavior habits.

✓ What is Usability Experiments?

This is A / B testing. Two or more design options are taken. Testing shows which design is more convenient for the user.

✓ What data are used for A / B tests?

The UX specialist has extensive knowledge of successful designs. He selects options and tests.

✓ How to choose a UX designer among all designers?

A UX designer is ready to provide you with two design options and test which design will best attract customers.

✓ What exactly does a UX designer do?

The UX designer deals with the entire process of purchasing and integrating a product, including aspects of branding, design, usability and functionality. This is a story that begins even before the device is in the hands of the user.

✓ Is UX design the same as graphic design?

Unlike graphic designers, who focus on aesthetics, UX designers focus on users and how they interact with the product. UX designers want to make people's lives better and, when developing, put the user's needs ahead of their personal preferences.

✓ What is bad UX?

Bad user experience, also known as “Bad UX,” happens from time to time, probably in every company. When we think about UX, we tend to think about digital interfaces. However, this association dates back to the time when the term “user experience” first appeared in the 1990s, when widespread use of the Internet began.

What is Jobs To Be Done in UX Usability.

by
UX jobs done

One cool framework that, unfortunately, few people know about: Jobs-To-Be-Done (JTBD). It was popularized by Harvard Business School professor and author of The Innovator's Dilemma, Clayton Christensen.

The essence of the approach is very simple.:
here is, for example, Petya. Petya is 30 years old, he has a wife and a child. Petya is hardworking, cheerful and kind. On weekends, Petya goes to the gym, and once a month he meets with friends in the sports bar.

5 minutes ago Petya bought snickers.

Did any of the characteristics listed above affect the fact of the purchase? No, it didn't. Petya bought snickers not because he is 30 years old, but because he was hungry.

The point is that we all constantly have some kind of tasks (“jobs” in JTBD terminology): kill time by standing in line; prepare a healthy breakfast; share your impressions of the trip. When we start using a product, we essentially “hire” it to help us do some specific “job”. The product does not match the person or their characteristics, it matches the problems that it solves.

Of course, the idea of building a product around a problem is not new at all (in fact, JTBD has been around for over 30 years, but it was used mainly in the production of physical products). JTBD just provides a convenient framework and toolkit to work with, that's all. But the difference in team organization, strategy building and feature development is huge.






User stories vs job stories.

Even if you are not an expert in UX, you've probably heard (or seen) this pattern:

As a , I want to  so that 

In fact, this is a user story - a short description of a feature from the user's side. usually based on one of your Identities (you can read more about Identities here, in short - you conduct user researches, analyze online data and create several (typically 5-6) collective users who represent key segments of your audience).

Honestly, I tried several times to use Person and user stories in my work, but I constantly faced the same problems:

  • in theory, Persons should maintain the required level of empathy in the team, especially for those who do not communicate much with users. In fact, no one on the team was able to memorize all the characteristics of even one Person. Everyone remembered something different, and as a result, everyone got a completely different picture;
  • what if your audience is too large and segmented? Everyone has different goals, different professions, different backgrounds - there are clearly more combinations than 6. It is even more interesting when the audience is approximately homogeneous in terms of personal and social characteristics. At this point, attempts usually begin to somehow combine everything into “Lena, a lawyer” or “Vanya, a student” - this means that we begin to make assumptions. Some aspects can be confusing at all: for example, we are making a feature “share on social networks” for a news site. The fact that our person works as a doctor should somehow influence the development of the feature, should we somehow take this into account? Here, for example, I began the transformation of what into why - why would anyone at all share our news on social networks? What drives the user, what is his motivation? And, oddly enough, many persons, when answering this question, were united into one group.

Let's not offend people so much, in general, this is a good tool to "introduce" developers to users. But it is not very suitable for defining product strategy and prioritizing features. Here's a quote from an article by Paul Adams, VP of Product at Intercom (and formerly at Google and Facebook):

“Whilst best in class personas focus on goals (goals are what drive people's behavior) as well as attributes, the reality is that most personas focus on attributes alone, and even goal-driven personas artificially break apart audiences. So critically, personas artificially limit your product's audience because they focus on attributes rather than motivations and outcomes ”.

Thus, we smoothly approached the job stories that Intercom invented. And the bottom line is that the focus shifts from personal characteristics to context:

When  I want to  So I can 

Let's compare:

As a 30-year-old Petya, I want to eat something tasty, so that I was no longer hungry.

When I only have 2 minutes to grab a snack between appointments, I want to eat something that is easy, quick and raises my blood sugar, so I can hold out until lunchtime and keep my working mood.

Do you feel the difference?

Job story in action.

UX-Usability

Now let's take a closer look at how to compose a job story.

We have, for example, a gym where we want to increase sales of monthly subscriptions. First, let's look at the persons (the description is rather arbitrary, in reality it is much more detailed and detailed):

  • Masha, 30, is a mother of two. Masha has recovered after giving birth and wants to get in shape, but she can only do it twice a week. In fact, she does even less often, often skipping workouts. Masha is a philologist by education; in her free time she likes to draw and read books of art;
  • Nikita, a 25-year-old athlete, is a regular at our gym. Nikita is a student at the Faculty of Management, he has a lot of time and not a lot of money. Nikita loves to ride a bike and go hiking with friends.

In what case will such descriptions be useful to us?

For example, for targeted advertising. If we want to attract more Masha or Nikita - please: set the campaign settings in accordance with certain characteristics of our people and wait.

Are they suitable for development, especially innovative?

In my opinion, not very much. A persona is some kind of end result of research and our work; this is the audience that we already have. Focusing on people, we artificially limit our product, we do not develop features for new, potential users. Again, by focusing exclusively on the "oldies", improving the product for them, we are out of the competition. Why? Because we don't think about other ways to solve the problem of our users. We think about how they see this solution and polish it up - instead of radically changing the approach and going through the solution options.

Relatively speaking, we can build an ultra-modern gym with touchscreens and a children's corner - and still “give” some of the users to a mobile application with workouts or a home exercise bike.

Let's get back to our Masha. Here's an example of a job story that might have happened:

When I play sports in the gym, and I have small children and I have no one to leave them with, I want them to be supervised so that I do not worry and exercise calmly for an hour.

Is it important here that Masha is 30 years old? That she has two and not one child? What is her education? And what is it Masha, and not Anya? No, only one characteristic comes to the fore: that our user has small children. In job stories, this is part of the context, not a description of the user - simply because the context may contain completely different users. In the example with children, this could be Masha, or maybe Nikita, if his older sister went on a business trip and asked to sit with the children, but he does not want to miss a workout.

The easiest way to understand this is Uber. It seems like there are definitely two specific persons here: the driver and the passenger. In fact, this characteristic is only part of the context: depending on the situation, the driver may be in the passenger's seat, and vice versa.
If we are talking about a candy store, and the context “I want to spoil myself with sweets occasionally after a hard day or a successful project,” both Masha and Nikita and diabetic Misha, vegetarian Alisa and dieting Petya can get here. We do not think about what separates our users, but what unites them... Thus, the features that we make and release receive more coverage.

Persons are definitely much better than nothing. Moreover, many successful companies still work with this framework and feel great. In any case, job stories are just another cool way to get a different perspective on your product. Persons let you look at your users under a magnifying glass, but they do not answer the question of why they continue to use your product - and why new ones will come after you release the feature. In my picture of the world, everything looks something like this:

  • in general, it is important to understand what your current audience looks like - this understanding comes after regular user researches and work with audience figures;
  • but specifically before developing a feature or product strategy, you need a job story.

How to do research for a job story.

So, let's say we are imbued and want to write a good job story. Where to begin? From research, of course.

Most of the current research focuses on the moment of product consumption, while job story research tries to understand when and in what conditions the client got the first thought about buying the product (that is, what happened before they started using it). The researcher is based on the assumption that four forces act on the customer at the time of the purchase decision:

  • dissatisfaction with the current situation (“push”) - “This gym is open only in the morning, and I want to work out in the evening”
  • attractiveness of the new solution (“pull”) - “Another gym is open around the clock”
  • anxiety that something might go wrong - "What if there are too many people in the new gym?"
  • attachment to what is - "I have been going to this gym for a year and I know all the coaches."

Actually, the main task in such an interview is to identify these four factors. At the same time, it is very important to understand not only the rational, but also the emotional aspects of the decision (conditionally - “did it rain when you made the purchase?”):

- Which gym did you go to before? How did you know about him?
- Tell us, what kind of life did you lead at that time? How often did you experience stress?
- Tell me about your old gym. How often did you train? Describe in steps what happened after you opened the front door.
- What made you especially upset in the former gym? When did you start thinking about looking for something new?
- When did you first hear about the current gym? Did you have multiple options or only one?
- How long did it take you to make the decision to transfer? What was holding you back from buying?

And so on. A very important point: you need to talk not with the user, but with the buyer; the person who made the purchase decision. That is, you should not interview the child whose parents bought a gym membership, but just the parents.

Why all this and what does it give us?

People are inert by nature. In most cases, they will continue to use their usual solution, rather than research the market and look for something new - simply because they are already okay. Something out of the ordinary must happen for me to stop grabbing coffee at my favorite coffee shop.
And it is very important to understand that users are not buying your product, they are switching to it from something else. There was a previous gym before the new gym. Before the previous gym, I had exercises on the mat in the morning. Before the rug, there were burgers and ice cream at McDuck (this is an indirect competition, more on that later). The cost of switching from one product to another is determined by habit and satisfaction, multiplied by fear of change. And it is critically important for you to catch this moment of internal struggle and nudge the user in the right direction.

When the “work” of the product ends.

Products do not solve isolated problems, but problems that occur in some kind of workflow: there is what happened "before" and what will happen "after." That is, in this way, a “working” product has a start and an end point. The question is how to define them correctly.

If your product does too little, in the eyes of the user, it isn't worth installing (much less paying for it). If the product does too much, it will conflict with pre-existing workflow elements that are fine with the user.

So where is the golden mean?

Let's take a look at a simple example. Let's say you're writing an alarm clock application; in this case, the workflow might look like this:

  1. User pins Instagram in the evening
  2. Realizes that it's too late and it's time to sleep
  3. Sets the alarm to 7
  4. Asleep
  5. Wakes up, goes to the kitchen for a drink
  6. Asleep
  7. The alarm clock rings at 7, the user adjusts it to 7-30
  8. The alarm clock rings at 7-30, the user gets up
  9. Turns on the radio
  10. Doing exercises.

Your product's “work” should begin at the point where you can add value to the user. For our example, this is most likely step 3. We, of course, can get in earlier: for example, if the user usually gets up at 7 am, and already 12 pm, and the phone is active, our application will send a reminder: cat, do you want set an alarm and go to sleep? We can go even further: make a fitness bracelet that will track the user's heart rate and activity and recommend the best time to go to bed (and wake him up, accordingly, also at the best time to get up). Do you need it? Does the user experience “pain” in line with the scope of research and development? This is what the product team needs to understand and decide at the very beginning.

And when should the “work” end?

When:

  • the next step in the workflow has clear market leaders and you don't want to compete with them
  • the next step in the workflow can be done in a million different ways and a million different types of users
  • at the next step, our audience is radically changing
  • the next step will not add any value to the product.

Competition in the context of JTBD.

What is UX

Some time ago I wrote about the BVG company, which is a de facto monopoly in the field of public transport in Berlin. BVG spends a lot of money on advertising - the question is: why does it do this, if already all metro, buses and trams belong exclusively to it?

If you look at this question from a JTBD perspective, the answer comes naturally. The user's “job” in this context is to get from point A to point B, and not use public transport. And here BVG turns out to be no monopolist, but only one of the market participants - along with:

- bicycles
- bicycles / scooters for rent
- taxi
- own cars
- car sharing
- yes, even walking.

JTBD allows you to take a broader look at the user's problems and identify your real competitors.

Direct and indirect competition

With direct competition, everything is clear. But there is another kind of competition that everyone forgets about.

Example: Petya loves burgers and wants to eat only burgers, but at the same time, Petya wants to be muscular and athletic.

That is, conditional BurgerKing and FitBit sell completely different products and solve different problems, but fight for the same user. This is indirect competition.

Direct competition - competition for "work"
Indirect competition - competition for "result"

TopUser.Pro works for the result with all parameters being equal!

Good luck with your JBTD in depth!

✓ What is JTBD

This is how to satisfy all the needs of the buyer.

✓ How the JBTD principle works

Provide the customer with the level of service they only dream of.

✓ Where the JTBD principle is used

All successful companies use the Jobs-To-Be-Done principle. 90% companies who don't use it go bankrupt.

✓ Why does the Jobs-To-Be-Done principle work?

Due to the lack of market monopolies. Whoever serves more, earns more.

✓ How should the performance of your product relate to the personality of your client?

Your client wants your product to reflect their perception of the world around them. By studying the work your product does, you will better understand your customer's personality. By examining the personality of your client, you will discover what kind of work he is trying to do.

✓ How to use JTBD?

Identify the work that customers are trying to do.
Define the categories of work to be performed.
Identify your competitors.
Create job applications.
Prioritize JTBD capabilities.
List the expected JTBD results.
Create reports of results.

✓ What is JTBD framework?

A work execution structure is an approach to product development based on an understanding of both a client's specific goal, or "job," and the thought processes that will lead that client to "hire" a product to get the job done.

Usability testing of the site. 11 types of UX tests and methods.

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Usability Test The 11 Most Informative UX Tests

5127 prototypes of Dyson's cyclonic technology were created before he decided it was suitable for use in a vacuum cleaner. Testing is a trial and error method. It is the same with the analysis UX.

What is testing usability?

  • there is  Does your site, product, service have a practical purpose? The more useful, the more customers.
  • Can the user find what he wants? Whether it's information or a product. Information and objects must be accessible.
  • Is there enough emotion in your design? What are the impressions of images, personality, branding and other elements of the product? Are there too many of them?





What is UX?

The rundown provided by Don Norman Jacob Nielsen defines UX as:  "All aspects of the end-user interaction with the company, its services and products."

How do I test the UX?

Different terms are used to describe verification methods:

  • тестирование UX.
  • тестирование удобства использования, которое на самом деле является лишь частью тестирования UX.
  • verification of user experience. 

User testing methods.

Such analysis is the study of the use of a product with real people working with it. 

There are two main types of user testing:

  1. Moderated test.
  2. Unmoderated test.

1. Moderated user test.

In this verification, the user performs the assigned tasks in relation to the product or service, while the researcher or moderator observes it in real time.

advantage of testing with the presence of a coordinator and observers in the office

At the same time, the moderator guides the tested users on tasks, explores, dives deeper into problems and receives feedback immediately. 

The advantage is the ability to investigate the user problem in real time, but the disadvantage is bias and simplification.

Pros:

  1. Check users during the current test for more information.
  2. Feedback and emotional responses immediately.
  3. Good quality samples with tight control of user activity.

Minuses:

  1. Hiring a lab or studio can be expensive.
  2. You may not have the equipment to run an internal moderated test.
  3. It will take time to type, pre-validate, run tests and analyze their results.
  4. Limited to a few locations unless remote moderation is available.

2. Unmoderated user test.

Participants are assigned a series of scenarios, tasks, and questions. Verification is usually performed remotely. For example, users are at home.

advantages of ux remote testing

Pros:

  1. The ability to recruit a group of users for testing from all over the world.
  2. Easily work with large sample sizes.
  3. Minimum costs due to low compensation and no need for additional services.
  4. Fast!
  5. Known upfront costs and good value for money.

Minuses:

  1. Sample quality can be poor if recruitment is not correct.
  2. Unable to observe test participants during a review session.
  3. If a user is stuck in a test, you won't be able to steer them in the right direction.

3. Five-second usability tests.

Popularized by UsabilityHub, this method is an estimate of the first user impression of the clarity of your site in 5 seconds. Whether the content of the site is clear depends on the quality of the copywriting.

Five-second usability tests are best for answering the following questions:

  • What is this site used for?
  • Is it easy for a visitor to get to know the company?
  • What are the benefits of this service or product?

How to create a five second test:

  1. Design what you want to use in your usability test. In most cases, this is a home page, landing page, or product page. You can use the Google Chrome extension to take a screenshot.
  2. Upload your design to a usability testing service like UsabilityHub.
  3. Ask usability test questions. 

Five-second usability tests are a great way to provide qualitative as well as quantitative data to generate results.

4. Method: Sorting the cards.

The purpose of card sorting is to understand how users or customers find information, navigate the system, label information, and organize it.

sorting cards for UX testing

This popular technique is used when designing or evaluating a site's information architecture and improving navigation. Users are given cards with sketches of the information structure of the site, and they arrange them in the sequence that seems logical to them.

To test the usability of card sorting for your website or application, you can use:

  • real cards;
  • paper stickers;
  • notes;
  • online card sorting software.

There are 2 types of classification:

  1. Open card sorting:  members are free to organize content topics into groups that make sense to them. Participants then tag these topic groups without predefined classifications.
  2. Sorting closed cards: participants sort content topics into predefined categories.

5. A tree-like method of usability testing.

This usability research method is used to assess whether themes and elements are easy to find on a website or application.

Using a simplified text version of the site structure, the user navigates through a series of top-level topics by selecting a heading and then a list of subtopics. The user completes the task when they are sure they have chosen the correct theme.

How to use tree tests:

  1. Create your own tree. This is the structure of your site.
  2. Write a series of "find" problems. For example: you bought a new watch and you need a protective case. Where would you like to buy it?
  3. Recruit participants for your test. In most cases, you want to engage the user of your website or product.
  4. Ask participants to complete your test items.
  5. Analyze the final results of your usability test.

Research can be done on an existing site as a basis. They can be compared with the results of each stage of usability testing - Stephen Byrne.

6. Replays of sessions.

Session replay is not an audio-video recording of a user's journey and actions on your site. It includes user interface actions such as scrolling, clicking, and interacting with forms. This is usually an anonymous way of testing the usability of your website.

It is great for identifying user behavior and trends. It has an advantage over user testing. The participants in the audit do not know that they are being watched. In this way, users demonstrate their actual behavior on the site.

As with Google Analytics, to get started with session replays, all you have to do is install a javascript snippet on your site to start collecting data. 

7. Polls.

Working in tandem with other tests, surveys are great for comparing qualitative and quantitative data and feedback from your users.

With the help of survey tools, you can collect information from your users at the moment when they performed certain actions on the page.

For example: a user just purchased an item: send them a motivated survey to find out how difficult or easy the buying process was.

a satisfied user leaves a review

8. Heat maps.

This is a graphical representation of where users clicked, scrolled, hovered over, or navigated through pages.

display of user movement on the site heatmap of screen touches

Determine where multiple members went to a particular page. On a heatmap, top-level click areas are usually shown in red, and interaction levels are usually indicated in orange, yellow, green, and blue.

Also, a scroll heatmap shows the percentage of users who scroll to a level or area on a specific page.

There are Eye Tracking heatmaps. Similar to how heatmaps work, eye tracking maps show where users are most likely looking on a web page. 

9. Feedback from users.

You can provide the ability for users to provide UX or usability feedback when they feel the need to do so.

Popular tools like Hotjar and UserSnap offer the ability to add a widget to your site, which allows the visitor to select the area of the site they want to give feedback on.

This will allow the user to be open and honest about certain elements of your site that affect the UX. However, the feedback received is not as detailed as custom tests or session replays, and can vary from page to page, limiting the sample size.

While the amount of data may be small, you can collect information about the sentiment and language use of the target audience. Then change the spelling of the text to match the languages of the site visitors.

10. A / B testing.

This is the best way to accurately measure and see if your changes are positively impacting the metric that matters to your UX.

You can try different designs and layout of site elements. An A / B test will show which ones resonated more with users.

AB testing shows which of the two design options is more popular with users

11. Biometric UX Research.

The ability to truly understand how a person feels while using a web resource is a UX researcher's dream.

Are they disappointed? Do they like him? 

Being able to accurately understand the user's feelings during the experience helps us optimize and improve our UX.

Biometric research encompasses many research methods, including:

  • Tracking  look : the ability to follow the movement of the eyes of participants. For what they are looking at, by looking, how long they are looking, etc. Something like a map of clicks and heat, but this is the observation of a person from the outside, not a program.
  • EEG (electroencephalography):  measuring the electrical activity of the brain using electrodes. Great for displaying emotions on the fly and tracking cognitive activity.
  • GSR (Galvanic Skin Response):  Conductivity is measured in the small amount of sweat produced by the pores on the skin. Provides insight into your emotional state.

Conclusion: User Testing Checklist.

  1. Start by defining the results and goals you want to achieve through user experience testing.
  2. Ask what questions are important to answer in the user test to achieve your results or goals.
  3. Choose a UX research method that answers your questions. Likewise, be sure to choose a method that suits your time, cost, and other resources.
  4. With a usability tool or service, run a UX test with real human testers and collect qualitative feedback and quantitative data.
  5. Analyze test data, site design.

Informative UX tests for you!

Based on materials from the site: userpeek.com.

✓ What are the main directions of UX tests?

They are behavioral - they show what users are doing and "relational" - they let them know what they like and what they don't.

☆ What is a focus group as a usability test?

Several users and a moderator get together to discuss ideas for the design and architecture of the site.

✓ How else can users participate in the creation of the site?

They can write on paper how they see the structure of the site and what will be convenient for them.

☆ When is testing with user diaries used?

Users write in a diary when and under what circumstances they thought about the product being developed. This helps to understand the context of its use.

☆ What is usability testing in UX?

Usability testing is the practice of testing how easy it is to use a design with a group of representative users.

☆ What is website usability testing?

Website usability testing is the practice of evaluating the functionality and design of your website by observing the actions and behavior of visitors as they perform certain tasks.

☆ How to write a UX test case?

When writing task scripts, you should follow a few general guidelines. The tasks must be realistic. If the user can identify with the situation, they are more likely to be involved. Avoid prompts and be specific.

Site usability testing methods.

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Successful Usability Testing: 6 Easy Steps

Custom testing Is a key component in developing and launching a great digital product. It is important to check whether the web resource is convenient at all stages of its creation. This can be understood by tracking how users interact with the product in a realistic setting. Thanks to verification usability, you can see exactly what works and what doesn't.

usability testing involves an integrated approach

There are many variables that can affect the quality and validity of a usability test. Things like budget, tight deadlines, participants, staff shortages, poorly structured questions, unclear criteria, and different testing conditions often skew the results.

To make sure you set up objective usability testing, you need to understand the process. Let's take a look at 6 simple steps to successfully analyze user behavior.






Step 1. Determine the goals of testing.

Start by clearly defining your user testing goals. What do you want to check and what answers do you expect to receive?

Test target options:

  • Completion of the task. Can a user achieve his goal on a web resource? What is stopping him in this? How far can site visitors go into the task completion funnel?
  • How much time is wasted. How long does it take for the user to reach the goal? Is the task taking too long or too little time?
  • Stream efficiency. Can users navigate the product easily? Was any part of the user flow confusing? Do I need to add or remove any steps?
  • Detection of errors. Have users had any errors? When did they arise? Could they have been avoided? If so, how? How did the failure affect the user?

What you want to test is entirely up to you. Just make sure you define your testing goals ahead of time and maintain consistency. Usability testing requires a lot of research, planning, and preparation. 

Step 2: choose a usability testing method.

Once you've decided what you want to get out of testing, it's time to choose the one that works best for you. There are many testing methods to consider. Here are a few common ones:

  • Individual in-depth interviews. This method takes the most time. It requires a trained test moderator and a prepared script.
  • Remote user testing. This is a cost effective method. It can take place in a natural setting for the participants, such as at home or at work.
  • Card sorting. Participants organize the content cards into a dendrogram that they understand best.
  • A / B testing. Users are presented with two options for a digital product to determine which version works best. This method requires more participants than others to get accurate results.
  • Tracking eye movement. This analysis uses software to track where users are looking when interacting with your product.
  • Focus group. This test involves moderated discussion among small groups of users. It is held in a room equipped with a double-sided mirror.

When choosing a user testing method, keep in mind what stage of development your web resource is in. Some types of testing are best used early on, and some are more appropriate for the finished product. Of course, you should also consider things like budget and testing capabilities before choosing a method.

Step 3. Find typical users to test.

Select people to pass usability testing according to clear criteria. Then you will check for those who match your target user profile.

Around 3-5 people are usually more than enough to identify key issues. Segment tester according to specific characteristics that reflect your ideal user image, for example:

  • Age
  • Floor
  • Location
  • Education
  • Profession
  • Income
  • Technical training
  • Other characteristics of your product

For more reliable results, select people who are not familiar with your product. Those who have used it may be biased or flattered if they are acquaintances or relatives of the developers. For this reason, you should not hire other employees, their immediate family or friends. It is very likely that testing your product on these groups of people will reduce the reliability of your final results.

In addition to the test participants, you will also need someone who will lead the test and several observers who will take notes during the test.

Tip: When asking personal questions, make sure your security questions do not include anything beyond confidentiality.

Step 4. Create task scripts.

How you ask users to complete tasks is paramount to usability testing success. You do not want to reveal the exact order of actions that users must take to get from point A to point B. It is important that they complete the journey intuitively - on their own.

Be vague about task scripts. Share as little information as possible about the progress of the task. Overly detailed instructions can spoil the purpose of the test. Think of it as a mathematical equation. You give users a problem and they have to find the right formula to solve it.

Usability testing of sites

Here's an example of a bad script for a task:

Go to the search bar, enter red sandals, choose size 8, click the add to cart button and proceed to checkout.

Why is that bad: this is not a realistic test. In practice, users are not given instructions on how to complete the task. They will guess for themselves. The same conditions need to be created for people who are testing the site.

And here is an example of a successful task scenario:

Visit the website and purchase a pair of red sandals in your size using the credit card number provided.

Why is it good: you give the user enough information about what you want them to do without revealing too much.

When formulating task scripts, be sure to include both open-ended and targeted tasks. Open-ended questions are great for observing how users interact freely with a product. Specific tasks are effective when testing specific features. 

Used correctly, both approaches are extremely valuable for user testing.

Step 5. Creation of a unified testing scheme.

Scripts play a very important role in user testing. With a script, you eliminate the possibility of inconsistencies during validation. Interestingly, it is usually the test taker who causes the inconsistencies. 

For example, he might greet one participant in one way and emphasize certain parts of a task in another. Or he may reveal some of the details of the testing process to some and not to others. All of this creates a controversial testing environment.

It is best to use a script to replicate your test environment and ensure consistency throughout.

Record everything you do and say during user testing. It includes, when and as you say and do something. While this may seem overwhelming, trust us it is not. Recreating the test environment is the only way for the 100% to be confident in its results.

Step 6: analyze the results of usability testing.

This is the moment you've been waiting for. Finally, it's time to collect the results and sort them out. How did the participants respond to the test? What are the key issues they found? Have any of your hypotheses been confirmed? Share your findings and summarize them with your team.

After you finish summing it up, work with the designers and developers to:

  • prioritize problems
  • discuss possible solutions,
  • choose the best course of action to improve user experience.

User testing: check, analyze, repeat.

Successful user testing is easy enough if you define your goals, choose a testing method, create task scripts, formulate your questions, and document the results.

Follow these 6 steps for user testing and get answers to help you improve your user experience, increase your attention retention, and make the profit you deserve. 

Test, analyze and repeat!

Based on materials from the site: adamfard.com

❤️ What else do you need to consider when testing?

It is important not to help users complete the task, not to distract them.

❺ What questions cannot be used in testing?

Those that can be answered "yes" or "no" are not informative, suggestive.

❤️ How long should the check be?

Not too long, but long enough to get your questions answered. No more than 12 tasks per session,

❺ Where can I find participants for testing?

According to an ad on the site, among clients, through an agency.

❺ What method is used for usability testing?

The black box method is mainly used for usability testing.

❺ What is an example of stress testing?

Here are some basic examples of load testing.
Testing the printer by sending a large number of documents to print.
Testing a mail server with thousands of concurrent users.
Testing a word processor by making changes to a large amount of data.

❺ What are the basic principles of usability testing?

Understanding the needs of users.
Defining the objectives of the test.
Formation of a team of testers.
Setting up a test environment.

Top 10 mistakes in website design usability.

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Top 10 mistakes in web design.

While many design usability atrocities are less common than they used to be, they still exist. Let's take a look at ten of the most egregious crimes against users. These are the scourges of web design and the horrors of HTML.

In 1996, I compiled many of the top 10 biggest failures in web design and updated them periodically. This article presents the highlights: the worst mistakes in web design. 






1. Bad search on the site.

Usability design is important for search too

Search engines that require literal input reduce usability. They cannot handle typos, plurals, hyphens, or other variations in query conditions. They are especially difficult for older people to use, they are not convenient for everyone.

Search engines prioritize results based solely on the number of query terms they contain, not on the importance of each document.

It's much better if the online information service places “best bids” at the top of the list for important queries, such as your product names.

While an advanced search can sometimes help with difficult searches, a simple search usually works better. It should be conveniently located and immediately visible.

The search should be presented as a simple field, as this is what users are looking for.

2. PDF files for online reading.

Users hate bumping into PDFs while browsing because it breaks the rhythm of searching and reading. Even simple things like printing or saving documents are difficult and time-consuming. 

Layouts are often optimized for a sheet of paper that rarely fits the user's browser window. 

Goodbye smooth scrolling. Hello tiny fonts. Worst of all, PDF is an undifferentiated block of content that is difficult to navigate.

PDF is great for printing and distributing manuals and other large documents that need to be printed. Reserve it for this purpose and convert any information that needs to be viewed or read on the screen into real web pages.

3. The color of visited links does not change.

A simple and important usability trick for increasing conversions.

A good understanding of past navigation will help you see your current location on the browser page. This makes it easier to decide where to go next.

Links are a key factor in navigation. Users can exclude those sources that were unsuccessful. Conversely, they can go back to links they have found useful in the past.

Most importantly, knowing which pages users have already visited frees them from accidentally visiting the same pages over and over again.

These benefits are only available in one case. Users can distinguish between visited and unvisited links if the site displays them in different colors. When the links they visit do not change color, it is difficult for users to navigate which pages they have already visited.

4. Multi-letter design. Non-crawlable text on pages.

A wall of text is deadly when browsing the pages! Intimidating. Boring. It hurts to read.

non-scannable text

Write for the web, not print. Use well-documented techniques to engage users in text and maintain scannability:

  • subheadings;
  • bulleted lists;
  • highlighted keywords;
  • short paragraphs;
  • inverted pyramid;
  • simple writing style.

5. Fixed font size in the design.

Unfortunately, CSS stylesheets give websites the ability to disable the "change font size" button in a web browser and keep letters, numbers, and symbols constant. 

In about 95% cases, the fixed font size is tiny, which greatly reduces readability for most people over 40.

Save custom settings and let them resize text as needed. Also, use relative font sizes, not absolute pixels.

6. Titles of pages with low visibility in search engines.

Search is the most important way users find websites. It is also one of the most convenient ways to search individual websites. 

A concise title that reflects the meaning of the page's content is your main tool for attracting new visitors. It will help your existing users find the information they need.

The page title is contained in the HTML tag and is almost always used as a clickable title for listings on SERP search engine result pages. Search engines usually show the first 66 characters of the title, so this is really micro-content. </html></p> <p>Page titles are also used as the default entry in Favorites when users bookmark a site. For your home page, start with the company name, then add a short description of the site. </p> <blockquote class="wp-block-quote"><p>The first word of the title must begin with the letter under which you want to catalog it.</p></blockquote> <p>For non-home pages, start the title with a few of the most important words. They should be about what users will find on this page. </p> <p>The page title is used as the title of the window in the browser. It is also used as a label for this window on the Windows taskbar. </p> <p>This means that power users will navigate between multiple windows under the guidance of the first words of each page title. If all your page titles start with the same words, it will be inconvenient for users working with multiple windows. </p> <blockquote class="wp-block-quote"><p>Slogans on home pages are a related topic: they should also be short and quickly communicate the purpose of the site.</p></blockquote> <h2 class="wp-block-heading">7. A lot of what looks like advertising in page design. </h2> <p>Selective attention is very powerful. Internet users have stopped paying attention to any advertisements that interfere with their targeted navigation. The main exception is only text ads on search engines.</p> <p>Unfortunately, users also ignore legitimate design elements that look like common forms of advertising. After all, when you ignore something, you don't study it in detail to figure out what it is.</p> <blockquote class="wp-block-quote"><p>It is best to avoid any designs that look like advertisements. </p></blockquote> <p>How to apply this advice will depend on new forms of advertising. For the time being, observe the following rules:</p> <ul><li><strong>Banner blindness</strong>... This means that users never settle for something that looks like a banner ad because of the shape or position on the page.</li><li><strong>Avoiding animation</strong>... It forces users to ignore areas with blinking or blinking text or other aggressive animations.</li><li><strong>Pop-up cleansing</strong>... Users close pop-ups before they fully display the content.</li></ul> <h2 class="wp-block-heading">8. Violation of Design Usability Rules.</h2> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="940" height="788" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20940%20788'%3E%3C/svg%3E" alt="placing text in a similar style" class="wp-image-9323" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2020/05/razmeshchenie-teksta-v-pohozhem-stile.png 940w, https://topuser.pro/wp-content/uploads/2020/05/razmeshchenie-teksta-v-pohozhem-stile-300x251.png 300w, https://topuser.pro/wp-content/uploads/2020/05/razmeshchenie-teksta-v-pohozhem-stile-600x503.png 600w, https://topuser.pro/wp-content/uploads/2020/05/razmeshchenie-teksta-v-pohozhem-stile-768x644.png 768w" data-lazy-sizes="(max-width: 940px) 100vw, 940px" data-lazy-src="https://topuser.pro/wp-content/uploads/2020/05/razmeshchenie-teksta-v-pohozhem-stile.png" /><noscript><img loading="lazy" decoding="async" width="940" height="788" src="https://topuser.pro/wp-content/uploads/2020/05/razmeshchenie-teksta-v-pohozhem-stile.png" alt="placing text in a similar style" class="wp-image-9323" srcset="https://topuser.pro/wp-content/uploads/2020/05/razmeshchenie-teksta-v-pohozhem-stile.png 940w, https://topuser.pro/wp-content/uploads/2020/05/razmeshchenie-teksta-v-pohozhem-stile-300x251.png 300w, https://topuser.pro/wp-content/uploads/2020/05/razmeshchenie-teksta-v-pohozhem-stile-600x503.png 600w, https://topuser.pro/wp-content/uploads/2020/05/razmeshchenie-teksta-v-pohozhem-stile-768x644.png 768w" sizes="(max-width: 940px) 100vw, 940px" /></noscript></figure> <p><strong>Consistency</strong> Is one of the most powerful principles of usability: when things always behave the same, users don't have to worry about what will happen. Instead they know<em>,</em> what will happen based on previous experience. </p> <blockquote class="wp-block-quote"><p>Every time you release an apple over Sir Isaac Newton, it falls on his head. </p><p></p></blockquote> <p>The more users' expectations are met, the more they will feel like managing the system and the more they will like it. The more the system frustrates users, the more insecure they will feel. </p> <blockquote class="wp-block-quote"><p>Oh, maybe if I let go of this apple, it turns into a tomato and jumps a mile into the sky.</p></blockquote> <p>Jacob's Law of Internet User Experience states that “users spend most of their time on<em> </em>other sites ".</p> <p>This means that they form their expectations for your site based on what is usually done on most sites. If your web resource is very different from others, it will become more difficult to work with it, and users will leave.</p> <h2 class="wp-block-heading">9. Opening a new window in the browser.</h2> <blockquote class="wp-block-quote"><p>Opening new browser windows is like a vacuum cleaner salesperson who starts a visit by emptying an ashtray onto a customer's carpet. </p></blockquote> <p>Don't pollute the user's screen with additional windows. Especially because current operating systems have poor window management.</p> <p>Designers add new browser windows, assuming that users stay on their web site. This strategy is suicidal because it disables the "<em>Back "</em>... It is the usual way for users to return to their previous sites. </p> <p>Users often don't notice that a new window has opened, especially if they are using a small monitor where the windows are maximized to fill the screen. Therefore, the user who tries to return to the starting point will be confused by the gray button "<em>Back "</em> .</p> <p>Links that do not behave properly undermine users' understanding of their own system. The link should be a simple hypertext link that replaces the current page with new content. </p> <p>Users hate frivolous pop-ups. When they want the destination to appear on a new page. They can use their browser's "open in new window" command, provided the link is not a piece of code that interferes with standard browser behavior.</p> <h2 class="wp-block-heading">10. The content of the page does not answer users' questions.</h2> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="682" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201024%20682'%3E%3C/svg%3E" alt="Site page usability" class="wp-image-9325" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2020/05/polzovatel-ne-nashel-nuzhnuyu-informaciyu-1024x682.jpg 1024w, https://topuser.pro/wp-content/uploads/2020/05/polzovatel-ne-nashel-nuzhnuyu-informaciyu-300x200.jpg 300w, https://topuser.pro/wp-content/uploads/2020/05/polzovatel-ne-nashel-nuzhnuyu-informaciyu-600x400.jpg 600w, https://topuser.pro/wp-content/uploads/2020/05/polzovatel-ne-nashel-nuzhnuyu-informaciyu-768x512.jpg 768w, https://topuser.pro/wp-content/uploads/2020/05/polzovatel-ne-nashel-nuzhnuyu-informaciyu.jpg 1280w" data-lazy-sizes="(max-width: 1024px) 100vw, 1024px" data-lazy-src="https://topuser.pro/wp-content/uploads/2020/05/polzovatel-ne-nashel-nuzhnuyu-informaciyu-1024x682.jpg" /><noscript><img loading="lazy" decoding="async" width="1024" height="682" src="https://topuser.pro/wp-content/uploads/2020/05/polzovatel-ne-nashel-nuzhnuyu-informaciyu-1024x682.jpg" alt="Site page usability" class="wp-image-9325" srcset="https://topuser.pro/wp-content/uploads/2020/05/polzovatel-ne-nashel-nuzhnuyu-informaciyu-1024x682.jpg 1024w, https://topuser.pro/wp-content/uploads/2020/05/polzovatel-ne-nashel-nuzhnuyu-informaciyu-300x200.jpg 300w, https://topuser.pro/wp-content/uploads/2020/05/polzovatel-ne-nashel-nuzhnuyu-informaciyu-600x400.jpg 600w, https://topuser.pro/wp-content/uploads/2020/05/polzovatel-ne-nashel-nuzhnuyu-informaciyu-768x512.jpg 768w, https://topuser.pro/wp-content/uploads/2020/05/polzovatel-ne-nashel-nuzhnuyu-informaciyu.jpg 1280w" sizes="(max-width: 1024px) 100vw, 1024px" /></noscript></figure> <p>People are very self-motivated on the Internet. They visit sites because they want to achieve something. It could even be buying your product. The website's final failure is not to provide the information that users are looking for.</p> <p>Sometimes the answer is simply no, and you lose the sale because users have to assume that your product or service doesn't meet their needs if you don't tell them the specifics. </p> <p>In other cases, the product presentation is hidden under a thick layer of market and vague slogans. Since users don't have time to read everything, there should be almost no such hidden information.</p> <blockquote class="wp-block-quote"><p>The worst example of not responding to user requests is avoiding listing prices for goods and services. </p></blockquote> <p>No B2C e-commerce site would make this mistake, but it is found in B2B, where most "enterprise solutions" are represented. You cannot determine if they are suitable for 100 people or 100,000 people. </p> <p>Price is the most specific piece of information that customers use to understand the nature of an offer. Its absence makes people feel lost and reduces their understanding of the product line. </p> <p>Even B2C sites often make the mistake of forgetting prices in product listings such as category pages or search results. Knowing the price is key in both situations. This allows users to differentiate between products and navigate to the most appropriate for them.</p> <p>Based on materials from the site: www.nngroup.com.</p> <section class="sc_fs_faq sc_card"> <div> <h3>✔️ What types of search engines are there?</h3> <div> <p> Search directories, rating systems, search indexes. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h3>✔️ What are web ads on websites?</h3> <div> <p> Contextual, banner, viral and teaser. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h3>✔️ What is B2B and B2C?</h3> <div> <p> These are types of marketing strategies.<br>Business to business is when the services of a firm are designed for clients in the form of other businesses. Business for customers, when the customers are end users. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h3>✔️ What is a slogan?</h3> <div> <p> This is a laconic phrase that carries the company's advertising offer. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h3>✔️ How to evaluate the usability of the site?</h3> <div> <p> Usability assessment methods.<br>Basic usability testing on an existing site. <br>Focus groups, surveys or interviews to define user goals. <br>Testing Card Sort to aid IA development. <br>Wireframe testing to evaluate navigation. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h3>✔️ What are the typical GUI problems you are looking for on a web page?</h3> <div> <p> 5 Signs Indicating Website Usability Issues <br>Bad first impression. For obvious reasons, one of the most important aspects of website usability is how your website loads and how you structure your home page. <br>Poorly structured links. <br>Excessive text on the website. <br>Lack of consistency. <br>Difficult navigation. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h3>✔️ What makes an app bad?</h3> <div> <p> A bad application does not meet the needs of the user and does not do what it is intended to do. All applications are created for a target audience - a specific country, age, gender or area of interest. </p> </div> </div> </section> <script type="application/ld+json">{ "@context": "https:\/\/schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "\u2714\ufe0f What types of search engines are there?", "acceptedAnswer": { "@type": "Answer", "text": "\u041f\u043e\u0438\u0441\u043a\u043e\u0432\u044b\u0435 \u043a\u0430\u0442\u0430\u043b\u043e\u0433\u0438, \u0440\u0435\u0439\u0442\u0438\u043d\u0433\u043e\u0432\u044b\u0435 \u0441\u0438\u0441\u0442\u0435\u043c\u044b, \u043f\u043e\u0438\u0441\u043a\u043e\u0432\u044b\u0435 \u0443\u043a\u0430\u0437\u0430\u0442\u0435\u043b\u0438." } }, { "@type": "Question", "name": "\u2714\ufe0f What are web ads on websites?", "acceptedAnswer": { "@type": "Answer", "text": "\u041a\u043e\u043d\u0442\u0435\u043a\u0441\u0442\u043d\u043e\u0439, \u0431\u0430\u043d\u043d\u0435\u0440\u043d\u043e\u0439, 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class="screen-reader-text">Categories </span><a href="https://topuser.pro/en/ux-design-saita/" rel="category tag">UX website design</a>, <a href="https://topuser.pro/en/konversia-usabiliti-seo/" rel="category tag">All Cases</a></span> <span class="tags-links"><span class="screen-reader-text">Tags </span><a href="https://topuser.pro/en/tag/veb-dizajn/" rel="tag">Web design</a>, <a href="https://topuser.pro/en/tag/oshibki-veb-dizajna/" rel="tag">web design mistakes</a>, <a href="https://topuser.pro/en/tag/top-10-oshibok-v-veb-dizajne/" rel="tag">Top 10 mistakes in web design.</a></span> <span class="comments-link"><a href="https://topuser.pro/en/top-10-mistakes-website-design-usability/#respond" data-no-translation="" data-trp-gettext="">Leave a comment</a></span> </footer> </div> </article> <article id="post-9130" class="post-9130 post type-post status-publish format-standard has-post-thumbnail hentry category-smm-socialnye-seti category-konversia-usabiliti-seo category-trendi tag-eyetracking tag-issledovanija-sposobov-chtenija-onlajn tag-kak-ljudi-chitajut-onlajn tag-2685" itemtype="https://schema.org/CreativeWork" itemscope> <div class="inside-article"> <header class="entry-header" aria-label="Content" data-no-translation-aria-label=""> <h2 class="entry-title" itemprop="headline"><a href="https://topuser.pro/en/how-people-read-content-online-usability-research/" rel="bookmark">How People Read Content Online: Usability Research.</a></h2> <div class="entry-meta"> <span class="posted-on"><time class="updated" datetime="2021-02-25T16:14:07+03:00" itemprop="dateModified">February 25, 2021</time><time class="entry-date published" datetime="2021-01-11T01:00:00+03:00" itemprop="datePublished">January 11, 2021</time></span> <span class="byline">by <span class="author vcard" itemprop="author" itemtype="https://schema.org/Person" itemscope><a class="url fn n" href="https://topuser.pro/en/author/kristina/" title="View all posts by Kristina" rel="author" itemprop="url" data-no-translation-title=""><span class="author-name" itemprop="name">Kristina</span></a></span></span> </div> </header> <div class="post-image"> <a href="https://topuser.pro/en/how-people-read-content-online-usability-research/"> <img width="940" height="788" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20940%20788'%3E%3C/svg%3E" class="attachment-full size-full wp-post-image" alt="how people read online research" itemprop="image" decoding="async" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2020/05/kak-ljudi-chitajut-onlain-issledovanija.png 940w, https://topuser.pro/wp-content/uploads/2020/05/kak-ljudi-chitajut-onlain-issledovanija-300x251.png 300w, https://topuser.pro/wp-content/uploads/2020/05/kak-ljudi-chitajut-onlain-issledovanija-600x503.png 600w, https://topuser.pro/wp-content/uploads/2020/05/kak-ljudi-chitajut-onlain-issledovanija-768x644.png 768w" data-lazy-sizes="(max-width: 940px) 100vw, 940px" data-lazy-src="https://topuser.pro/wp-content/uploads/2020/05/kak-ljudi-chitajut-onlain-issledovanija.png" /><noscript><img width="940" height="788" src="https://topuser.pro/wp-content/uploads/2020/05/kak-ljudi-chitajut-onlain-issledovanija.png" class="attachment-full size-full wp-post-image" alt="how people read online research" itemprop="image" decoding="async" srcset="https://topuser.pro/wp-content/uploads/2020/05/kak-ljudi-chitajut-onlain-issledovanija.png 940w, https://topuser.pro/wp-content/uploads/2020/05/kak-ljudi-chitajut-onlain-issledovanija-300x251.png 300w, https://topuser.pro/wp-content/uploads/2020/05/kak-ljudi-chitajut-onlain-issledovanija-600x503.png 600w, https://topuser.pro/wp-content/uploads/2020/05/kak-ljudi-chitajut-onlain-issledovanija-768x644.png 768w" sizes="(max-width: 940px) 100vw, 940px" /></noscript> </a> </div> <div class="entry-content" itemprop="text"> <p>Looking back at the results of a number of studies over 13 years, we can see that the basic principles of human scanning of text remain the same even when the design changes.</p> <blockquote class="wp-block-quote"><p>The more things change, the more they stay the same.</p></blockquote> <p>We recently published the 2nd edition of our "How People Read Online" usability study, almost 15 years after the publication of Phase 1. Looking back at the results of 5 studies conducted for these publications, we can trace how or not the behavior of reading on the Internet has changed.</p> <p>We've been talking about this since 1997: </p> <blockquote class="wp-block-quote"><p>People rarely read on the Internet - they scan more often than they read word for word. </p></blockquote> <p>This is one of the fundamental truths of information-seeking behavior on the Internet. It hasn't changed in 23 years and has a significant impact on how we create digital <a href="https://topuser.pro/en/prodaushii-kontent/">content</a>.</p> <p>The reason this conclusion and others discussed here are still valid is because it is based on basic human behavior.</p> <p>While massive changes in technology have changed some behaviors, many of our initial findings about how people read <a href="https://topuser.pro/en/courses/">online</a>remain true even after more than 20 years.</p> <br><br><iframe width="560" height="315" src="https://www.youtube.com/embed/RJm1gib2nmk" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen=""></iframe><br><br><br> <h2 class="wp-block-heading">Methodology: Eyetracking.</h2> <blockquote class="wp-block-quote"><p>Eyetracking equipment tracks the user's gaze as they use the interface. </p></blockquote> <p>This type of research is useful for many purposes, including visual design assessment. It is especially needed to study what people read or don't read on the Internet.</p> <p>Most of the studies discussed below contained both quantitative and qualitative parts.</p> <p>Quantitative event tracking studies aggregate viewing behavior from a large number of participants. Results include heatmaps and gaze metrics. For example, the average number of commits on a specific element of interest to the interface.</p> <p>In qualitative research on eye tracking, researchers analyze user browsing behavior using gazeplots and gaze replays. On many occasions, we asked participants to bring their own tasks for work, school, or personal life to complete in this part of the session.</p> <p>The results of this second edition of the report are derived from a series of studies spanning 13 years. They were attended by over 500 participants and over 750 hours of tracking time.</p> <h2 class="wp-block-heading">Early usability studies 2006-2013</h2> <p>In 2006, we conducted extensive tracking research to understand how people read online. More than 300 participants took part in it. The results of the 2006 study formed the basis for the first edition of our report, How People Read on the Internet.</p> <p>Later, we conducted two small qualitative studies in 2009 and 2013 to obtain new findings and examples to update the report. They did not lead to comprehensive changes or to a new revision of the report.</p> <h2 class="wp-block-heading">Latest usability studies 2016-2019 </h2> <p>In 2016 and 2017, we conducted 2 quantitative eye tracking studies at two different locations in the United States: </p> <ul><li>Raleigh, North Carolina - 46 members, </li><li>San Francisco, California - 105 participants.</li></ul> <p>This research focused on how people read online. The data was useful for other research purposes as well. For example, the impact of low-value interfaces on interaction design.</p> <p>In 2019, we conducted a large-scale event tracking study. It is specifically designed to collect results for the second edition of How People Read Online. The study was conducted in two locations: </p> <ul><li>Raleigh, North Carolina, USA - 48 participants,</li><li>Beijing, China - 12 participants.</li></ul> <blockquote class="wp-block-quote"><p>We find that behaviors, including reading patterns, are very similar across languages and cultures because they are based on human behavior.</p></blockquote> <p>When we come across cultural differences, they are often present when comparing American or European culture with Asian cultures. A qualitative piece of the Beijing study was aimed at identifying any cultural differences in content processing, if any.</p> <h2 class="wp-block-heading">What changed? </h2> <p><strong>New layouts, new template</strong>.</p> <p>Since 2006, the way a language is represented has changed. Responsive design means that content can be displayed flexibly depending on the width of the window or the size of the device. As a consequence, some of the advice we gave in 2006 no longer applies. </p> <p>For example, 1st Edition recommended people to use "liquid layout" instead of "fixed layout" for text. While this recommendation was helpful at the time, the rise of responsive design has popularized this approach so much that we no longer need to recommend it.</p> <p>In addition, the rise in popularity of comparison tables and zig-zag layouts, where text and images alternate on every line on the page, has coincided with the development of a new look template.</p> <blockquote class="wp-block-quote"><p>On pages with different cells of content, people often process them like a lawn mower. They start reading in the top left cell, move right to the end of the row, then go down to the next row, move left to the end of the line, go down to the next row, and so on. </p></blockquote> <p>The name of this model is inspired by the way the lawnmower methodically moves back and forth across a field of grass. The mower moves from one side of the lawn to the other, then flips over and mows the next row of grass in the opposite direction.</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="901" height="1024" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20901%201024'%3E%3C/svg%3E" alt="Usability research" class="wp-image-9134" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2020/05/vzglyad-901x1024.png 901w, https://topuser.pro/wp-content/uploads/2020/05/vzglyad-300x341.png 300w, https://topuser.pro/wp-content/uploads/2020/05/vzglyad-600x682.png 600w, https://topuser.pro/wp-content/uploads/2020/05/vzglyad-264x300.png 264w, https://topuser.pro/wp-content/uploads/2020/05/vzglyad-768x873.png 768w, https://topuser.pro/wp-content/uploads/2020/05/vzglyad-1351x1536.png 1351w, https://topuser.pro/wp-content/uploads/2020/05/vzglyad.png 1402w" data-lazy-sizes="(max-width: 901px) 100vw, 901px" data-lazy-src="https://topuser.pro/wp-content/uploads/2020/05/vzglyad-901x1024.png" /><noscript><img loading="lazy" decoding="async" width="901" height="1024" src="https://topuser.pro/wp-content/uploads/2020/05/vzglyad-901x1024.png" alt="Usability research" class="wp-image-9134" srcset="https://topuser.pro/wp-content/uploads/2020/05/vzglyad-901x1024.png 901w, https://topuser.pro/wp-content/uploads/2020/05/vzglyad-300x341.png 300w, https://topuser.pro/wp-content/uploads/2020/05/vzglyad-600x682.png 600w, https://topuser.pro/wp-content/uploads/2020/05/vzglyad-264x300.png 264w, https://topuser.pro/wp-content/uploads/2020/05/vzglyad-768x873.png 768w, https://topuser.pro/wp-content/uploads/2020/05/vzglyad-1351x1536.png 1351w, https://topuser.pro/wp-content/uploads/2020/05/vzglyad.png 1402w" sizes="(max-width: 901px) 100vw, 901px" /></noscript></figure> <p>This page is a rough illustration of a lawn mower layout. The arrows show how the eyes move. In this case, the gaze moves along the line in the table from right to left, then down to the next line and moves to the left.</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="773" height="1024" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20773%201024'%3E%3C/svg%3E" alt="Usability site research" class="wp-image-9136" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2020/05/scanirovanie-773x1024.png 773w, https://topuser.pro/wp-content/uploads/2020/05/scanirovanie-300x397.png 300w, https://topuser.pro/wp-content/uploads/2020/05/scanirovanie-600x795.png 600w, https://topuser.pro/wp-content/uploads/2020/05/scanirovanie-227x300.png 227w, https://topuser.pro/wp-content/uploads/2020/05/scanirovanie-768x1017.png 768w, https://topuser.pro/wp-content/uploads/2020/05/scanirovanie-1160x1536.png 1160w, https://topuser.pro/wp-content/uploads/2020/05/scanirovanie.png 1208w" data-lazy-sizes="(max-width: 773px) 100vw, 773px" data-lazy-src="https://topuser.pro/wp-content/uploads/2020/05/scanirovanie-773x1024.png" /><noscript><img loading="lazy" decoding="async" width="773" height="1024" src="https://topuser.pro/wp-content/uploads/2020/05/scanirovanie-773x1024.png" alt="Usability site research" class="wp-image-9136" srcset="https://topuser.pro/wp-content/uploads/2020/05/scanirovanie-773x1024.png 773w, https://topuser.pro/wp-content/uploads/2020/05/scanirovanie-300x397.png 300w, https://topuser.pro/wp-content/uploads/2020/05/scanirovanie-600x795.png 600w, https://topuser.pro/wp-content/uploads/2020/05/scanirovanie-227x300.png 227w, https://topuser.pro/wp-content/uploads/2020/05/scanirovanie-768x1017.png 768w, https://topuser.pro/wp-content/uploads/2020/05/scanirovanie-1160x1536.png 1160w, https://topuser.pro/wp-content/uploads/2020/05/scanirovanie.png 1208w" sizes="(max-width: 773px) 100vw, 773px" /></noscript></figure> <p>One contributor scanned this product detail page for the Apple Watch 3, on the left, which had a zig-zag layout. His eye movements are shown in the gazeplot, on the right. They went from image to text, to image, to text like a lawn mower.</p> <h2 class="wp-block-heading">Complex search results pages.</h2> <p>We found that users crawl SERPs much less linearly than they used to. This is so likely due to the increase in SERP opportunities in Google's search results, as well as competitors like Bing.</p> <blockquote class="wp-block-quote"><p>The rich, varied layouts of modern SERPs have sparked the development of a new pattern: pinball. In this scheme, the user views the results page in a highly non-linear path, iterating through the results and SERP features.</p></blockquote> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="768" height="1024" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20768%201024'%3E%3C/svg%3E" alt="pinball look" class="wp-image-9137" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2020/05/pinball-vzglyad-768x1024.png 768w, https://topuser.pro/wp-content/uploads/2020/05/pinball-vzglyad-300x400.png 300w, https://topuser.pro/wp-content/uploads/2020/05/pinball-vzglyad-600x800.png 600w, https://topuser.pro/wp-content/uploads/2020/05/pinball-vzglyad-225x300.png 225w, https://topuser.pro/wp-content/uploads/2020/05/pinball-vzglyad-1152x1536.png 1152w, https://topuser.pro/wp-content/uploads/2020/05/pinball-vzglyad.png 1200w" data-lazy-sizes="(max-width: 768px) 100vw, 768px" data-lazy-src="https://topuser.pro/wp-content/uploads/2020/05/pinball-vzglyad-768x1024.png" /><noscript><img loading="lazy" decoding="async" width="768" height="1024" src="https://topuser.pro/wp-content/uploads/2020/05/pinball-vzglyad-768x1024.png" alt="pinball look" class="wp-image-9137" srcset="https://topuser.pro/wp-content/uploads/2020/05/pinball-vzglyad-768x1024.png 768w, https://topuser.pro/wp-content/uploads/2020/05/pinball-vzglyad-300x400.png 300w, https://topuser.pro/wp-content/uploads/2020/05/pinball-vzglyad-600x800.png 600w, https://topuser.pro/wp-content/uploads/2020/05/pinball-vzglyad-225x300.png 225w, https://topuser.pro/wp-content/uploads/2020/05/pinball-vzglyad-1152x1536.png 1152w, https://topuser.pro/wp-content/uploads/2020/05/pinball-vzglyad.png 1200w" sizes="(max-width: 768px) 100vw, 768px" /></noscript></figure> <p>This illustration is an image of a pinball scheme, with eyes jumping between different SERP elements. Usually movement occurs between the right sidebar and the center column of results. </p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="722" height="1024" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20722%201024'%3E%3C/svg%3E" alt="gaze analysis" class="wp-image-9138" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2020/05/analiz-vzglyada-722x1024.png 722w, https://topuser.pro/wp-content/uploads/2020/05/analiz-vzglyada-300x426.png 300w, https://topuser.pro/wp-content/uploads/2020/05/analiz-vzglyada-600x851.png 600w, https://topuser.pro/wp-content/uploads/2020/05/analiz-vzglyada-211x300.png 211w, https://topuser.pro/wp-content/uploads/2020/05/analiz-vzglyada-768x1090.png 768w, https://topuser.pro/wp-content/uploads/2020/05/analiz-vzglyada-1083x1536.png 1083w, https://topuser.pro/wp-content/uploads/2020/05/analiz-vzglyada-1444x2048.png 1444w, https://topuser.pro/wp-content/uploads/2020/05/analiz-vzglyada.png 1128w" data-lazy-sizes="(max-width: 722px) 100vw, 722px" data-lazy-src="https://topuser.pro/wp-content/uploads/2020/05/analiz-vzglyada-722x1024.png" /><noscript><img loading="lazy" decoding="async" width="722" height="1024" src="https://topuser.pro/wp-content/uploads/2020/05/analiz-vzglyada-722x1024.png" alt="gaze analysis" class="wp-image-9138" srcset="https://topuser.pro/wp-content/uploads/2020/05/analiz-vzglyada-722x1024.png 722w, https://topuser.pro/wp-content/uploads/2020/05/analiz-vzglyada-300x426.png 300w, https://topuser.pro/wp-content/uploads/2020/05/analiz-vzglyada-600x851.png 600w, https://topuser.pro/wp-content/uploads/2020/05/analiz-vzglyada-211x300.png 211w, https://topuser.pro/wp-content/uploads/2020/05/analiz-vzglyada-768x1090.png 768w, https://topuser.pro/wp-content/uploads/2020/05/analiz-vzglyada-1083x1536.png 1083w, https://topuser.pro/wp-content/uploads/2020/05/analiz-vzglyada-1444x2048.png 1444w, https://topuser.pro/wp-content/uploads/2020/05/analiz-vzglyada.png 1128w" sizes="(max-width: 722px) 100vw, 722px" /></noscript></figure> <blockquote class="wp-block-quote"><p>One member searched for pricing information for Botox. The numbered gazer shows all of its fixations in 14 seconds that formed the pinball pattern. And yes, he scanned 158 points in 14 seconds. This scan rate is normal.</p></blockquote> <p>In addition to changing the look and feel, these SERP features have also had a huge impact on information search behavior. SERP functions can:</p> <ul><li>Act as pointers: Their images can help users quickly make sure they are looking for the intended object.</li><li>Draw the user's attention: SERP features have a lot of visual weight on the page, which can distract the user's eyes in different directions. This is the main reason for the pinball pattern.</li><li>Consider requests and tasks. Certain SERP features, such as the People element and ask or carousel, allow Google to present several advanced interpretations of the query and allow users to explore these alternatives without leaving the page.</li></ul> <p>Provide quick answers. For simple informational needs, SERP functions often answer user questions directly in the SERP itself. They no longer need to click on search results to achieve their goals - a phenomenon called good bounce.</p> <h2 class="wp-block-heading">View models in China.</h2> <p>In 2006, we studied only English-language sites and users, but assumed that we would find the same reading patterns in other languages. </p> <blockquote class="wp-block-quote"><p>In our recent user survey in Beijing, we found that Chinese users also exhibited nearly every pattern and behavior that we found among American users.</p></blockquote> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="811" height="1024" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20811%201024'%3E%3C/svg%3E" alt="F-sample" class="wp-image-9583" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2020/05/f-obrazec-811x1024.png 811w, https://topuser.pro/wp-content/uploads/2020/05/f-obrazec-300x379.png 300w, https://topuser.pro/wp-content/uploads/2020/05/f-obrazec-600x758.png 600w, https://topuser.pro/wp-content/uploads/2020/05/f-obrazec-238x300.png 238w, https://topuser.pro/wp-content/uploads/2020/05/f-obrazec-768x970.png 768w, https://topuser.pro/wp-content/uploads/2020/05/f-obrazec-1216x1536.png 1216w, https://topuser.pro/wp-content/uploads/2020/05/f-obrazec.png 1267w" data-lazy-sizes="(max-width: 811px) 100vw, 811px" data-lazy-src="https://topuser.pro/wp-content/uploads/2020/05/f-obrazec-811x1024.png" /><noscript><img loading="lazy" decoding="async" width="811" height="1024" src="https://topuser.pro/wp-content/uploads/2020/05/f-obrazec-811x1024.png" alt="F-sample" class="wp-image-9583" srcset="https://topuser.pro/wp-content/uploads/2020/05/f-obrazec-811x1024.png 811w, https://topuser.pro/wp-content/uploads/2020/05/f-obrazec-300x379.png 300w, https://topuser.pro/wp-content/uploads/2020/05/f-obrazec-600x758.png 600w, https://topuser.pro/wp-content/uploads/2020/05/f-obrazec-238x300.png 238w, https://topuser.pro/wp-content/uploads/2020/05/f-obrazec-768x970.png 768w, https://topuser.pro/wp-content/uploads/2020/05/f-obrazec-1216x1536.png 1216w, https://topuser.pro/wp-content/uploads/2020/05/f-obrazec.png 1267w" sizes="(max-width: 811px) 100vw, 811px" /></noscript></figure> <p>One of the participants in our Beijing study scanned this extremely long page from WDZJ.com. He only scanned the first fifth of the full page, on the left, before leaving. His scans formed a classic F-pattern, on the right.</p> <p>The only exception was the pinball pattern; Of the 60+ searches, we only saw one pinball pattern on the Baidu SERP.</p> <p>We assume no pinball templates because Baidu provides:</p> <ul><li>Fewer SERP features per query than Google. </li><li>SERP features that are not as visually appealing as Google's SERP features have fewer and fewer images. </li><li>Sidebar items that contain ads and links to other SERPs are less related to the user's current query than the Google Knowledge Bar. For example, Baidu related queries or people search items. </li></ul> <p>There are at least 3 main differences between US and Chinese Internet use:</p> <ul><li>culture; character set, Latin alphabet versus much richer and more dense Chinese writing system; </li><li>different sites and services with different designs, including the tendency for Chinese sites to have a higher design complexity than Western ones.</li></ul> <blockquote class="wp-block-quote"><p>Given these differences, it is striking that the reading behavior of the users was almost the same in both countries. </p></blockquote> <p>While this finding is not evidence that other countries will exhibit the same behavior, we believe that this is likely the case. </p> <p>For example, research on noneyetracking that we conducted with Arabic sites where reading from right to left found the same behavior, but in a mirror image.</p> <h2 class="wp-block-heading">New content elements.</h2> <p>Compared to 2006, 3 types of content have gained popularity:</p> <ul><li>tables, including comparison tables; </li><li>inline elements, quotes and advertisements;</li><li>custom content reviews and posts.</li></ul> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="581" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201024%20581'%3E%3C/svg%3E" alt="example" class="wp-image-9141" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2020/05/primer-1024x581.png 1024w, https://topuser.pro/wp-content/uploads/2020/05/primer-300x170.png 300w, https://topuser.pro/wp-content/uploads/2020/05/primer-600x340.png 600w, https://topuser.pro/wp-content/uploads/2020/05/primer-768x436.png 768w, https://topuser.pro/wp-content/uploads/2020/05/primer.png 1474w" data-lazy-sizes="(max-width: 1024px) 100vw, 1024px" data-lazy-src="https://topuser.pro/wp-content/uploads/2020/05/primer-1024x581.png" /><noscript><img loading="lazy" decoding="async" width="1024" height="581" src="https://topuser.pro/wp-content/uploads/2020/05/primer-1024x581.png" alt="example" class="wp-image-9141" srcset="https://topuser.pro/wp-content/uploads/2020/05/primer-1024x581.png 1024w, https://topuser.pro/wp-content/uploads/2020/05/primer-300x170.png 300w, https://topuser.pro/wp-content/uploads/2020/05/primer-600x340.png 600w, https://topuser.pro/wp-content/uploads/2020/05/primer-768x436.png 768w, https://topuser.pro/wp-content/uploads/2020/05/primer.png 1474w" sizes="(max-width: 1024px) 100vw, 1024px" /></noscript></figure> <p>ScienceMag.com used full quotes as shown here, as well as inline messages about its mailing list.</p> <p>As a result, our latest research has revealed behaviors and preferences around these content elements.</p> <p>For example, while in our research, fixed quotes and inline messages received commits, we also noticed that they tend to disrupt reading. </p> <blockquote class="wp-block-quote"><p>Several participants in our study began reading articles in an almost linear and complete manner until they got into a quote or ad. Upon reaching one of these elements, the participants gave up reading and immersed themselves in an easy scan.</p></blockquote> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="556" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201024%20556'%3E%3C/svg%3E" alt="Usability" class="wp-image-9142" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2020/05/tochki-vzglyada-1024x556.png 1024w, https://topuser.pro/wp-content/uploads/2020/05/tochki-vzglyada-300x163.png 300w, https://topuser.pro/wp-content/uploads/2020/05/tochki-vzglyada-600x326.png 600w, https://topuser.pro/wp-content/uploads/2020/05/tochki-vzglyada-768x417.png 768w, https://topuser.pro/wp-content/uploads/2020/05/tochki-vzglyada.png 1397w" data-lazy-sizes="(max-width: 1024px) 100vw, 1024px" data-lazy-src="https://topuser.pro/wp-content/uploads/2020/05/tochki-vzglyada-1024x556.png" /><noscript><img loading="lazy" decoding="async" width="1024" height="556" src="https://topuser.pro/wp-content/uploads/2020/05/tochki-vzglyada-1024x556.png" alt="Usability" class="wp-image-9142" srcset="https://topuser.pro/wp-content/uploads/2020/05/tochki-vzglyada-1024x556.png 1024w, https://topuser.pro/wp-content/uploads/2020/05/tochki-vzglyada-300x163.png 300w, https://topuser.pro/wp-content/uploads/2020/05/tochki-vzglyada-600x326.png 600w, https://topuser.pro/wp-content/uploads/2020/05/tochki-vzglyada-768x417.png 768w, https://topuser.pro/wp-content/uploads/2020/05/tochki-vzglyada.png 1397w" sizes="(max-width: 1024px) 100vw, 1024px" /></noscript></figure> <p>A participant scanned this Science Magazine article almost linearly and in its entirety until it got into an inline ad. At that moment, her attention dropped sharply.</p> <h2 class="wp-block-heading">What hasn't changed?</h2> <p><strong>Scanning trend</strong>.</p> <blockquote class="wp-block-quote"><p>People still mostly scan, not read. Reading all the text on a page is still extremely rare. Even when users scan the entire content, they never do it in a completely linear fashion. </p></blockquote> <p>They still crawl through the pages, skip some content, go back to scan what they missed, and re-scan content that has already been scanned.</p> <p>Although light scanning is the primary method used to process information on the Internet, the amount of time each individual user is willing to spend reading depends on four factors:</p> <ul><li>Motivation level: how important is this information to the user?</li><li>Problem type: Is the user looking for a specific fact, viewing new or interesting information, or researching a topic?</li><li>Focus level: How focused (or not focused) the user on the task at hand?</li><li>Personal characteristics: Does this person show a penchant for scanning and does he have a tendency to scan, even in a highly motivated environment? Or is she very detail oriented in her overall approach to reading online?</li></ul> <blockquote class="wp-block-quote"><p>As of 2006, content creators must accept this fact: People are unlikely to read your content in full or in a linear fashion. They just want to choose the information that best suits their current needs. </p></blockquote> <p>We can develop content that supports scanning:</p> <ul><li>Use clear, prominent headings and subheadings to separate sections of content and captions so people can crawl to find only what interests them most.</li><li>Convenient placement of information. In other words, "front loading" in our content structure, as well as in subheadings and links, so that people can quickly understand the message during crawling.</li><li>Use formatting techniques such as bulleted lists and bold text to keep the eye focused on the information that matters most.</li><li>Use simple language to keep content concise and clear.</li></ul> <h2 class="wp-block-heading">Most look models.</h2> <p>Nearly all gaze patterns observed in 2006 were present in our 2019 study: </p> <ul><li>F-pattern;</li><li>Layered cake;</li><li>Spotted pattern;</li><li>A model of commitment;</li><li>Comprehensive review;</li><li>Bypass pattern;</li><li>Zigzag pattern;</li><li>Consistent pattern;</li><li>Love at first sight.</li></ul> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="901" height="1024" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20901%201024'%3E%3C/svg%3E" alt="Site research" class="wp-image-9144" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2020/05/sravnenie-901x1024.png 901w, https://topuser.pro/wp-content/uploads/2020/05/sravnenie-300x341.png 300w, https://topuser.pro/wp-content/uploads/2020/05/sravnenie-600x682.png 600w, https://topuser.pro/wp-content/uploads/2020/05/sravnenie-264x300.png 264w, https://topuser.pro/wp-content/uploads/2020/05/sravnenie-768x873.png 768w, https://topuser.pro/wp-content/uploads/2020/05/sravnenie-1351x1536.png 1351w, https://topuser.pro/wp-content/uploads/2020/05/sravnenie.png 1400w" data-lazy-sizes="(max-width: 901px) 100vw, 901px" data-lazy-src="https://topuser.pro/wp-content/uploads/2020/05/sravnenie-901x1024.png" /><noscript><img loading="lazy" decoding="async" width="901" height="1024" src="https://topuser.pro/wp-content/uploads/2020/05/sravnenie-901x1024.png" alt="Site research" class="wp-image-9144" srcset="https://topuser.pro/wp-content/uploads/2020/05/sravnenie-901x1024.png 901w, https://topuser.pro/wp-content/uploads/2020/05/sravnenie-300x341.png 300w, https://topuser.pro/wp-content/uploads/2020/05/sravnenie-600x682.png 600w, https://topuser.pro/wp-content/uploads/2020/05/sravnenie-264x300.png 264w, https://topuser.pro/wp-content/uploads/2020/05/sravnenie-768x873.png 768w, https://topuser.pro/wp-content/uploads/2020/05/sravnenie-1351x1536.png 1351w, https://topuser.pro/wp-content/uploads/2020/05/sravnenie.png 1400w" sizes="(max-width: 901px) 100vw, 901px" /></noscript></figure> <p>Left: One of our earliest examples of the F-pattern, discovered in the early 2000s at 1900storm.com. Right: A recent instance of the F-Pattern from Investopedia.com.</p> <p>The guiding principles based on human behavior are consistent. Our original findings were based on our understanding of the behavior of information seekers.</p> <p>The complete How People Read Online report contains:</p> <ul><li>In-depth explanations and analysis for all gaze and behavior patterns mentioned here. </li><li>Over 340 illustrations, gaze data visualizations and screenshots from research, 90% of which are new to the second edition.</li><li>Actual video clips of re-viewing tracking sessions.</li></ul> <blockquote class="wp-block-quote"><p>As a result, while design has changed over the past two decades, online reading behavior remains essentially the same. Technology is changing rapidly, but people are not.</p></blockquote> <p>Anyway, we were just observing new behavior that evolved in response to design changes. For example, a pinball pattern. But they are all symptomatic of a deeper truth: people don't want to waste time or effort online. </p> <p>As long as we develop content that recognizes this reality and helps guide people to only the information they want, we will be on the right track.</p> <p>Based on materials from the site: nngroup.com.</p> <section class="sc_fs_faq sc_card"> <div> <h3>✔️ What is SERP? </h3> <div> <p> This is the page suggested by search results in response to a user's request. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h3>✔️ What is Linear Reading? </h3> <div> <p> It is reading every letter, word and line in the text. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h3>✔️ Did I understand correctly, scanning is viewing the entire material to find the information you need? </h3> <div> <p> Yes exactly. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h3>✔️ What is Baidu? </h3> <div> <p> It is a Chinese Internet search engine. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h3>✔️ How can users read online?</h3> <div> <p> People rarely read web pages word for word; instead, they scan the page, selecting individual words and sentences. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h3>✔️ How little do users read?</h3> <div> <p> The vast majority of users will read about 20% of text on the middle page. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h3>✔️ Why do people crawl websites?</h3> <div> <p> Users do not read websites the way they read other materials; they scan to quickly find the information that works best for them. </p> </div> </div> </section> <script type="application/ld+json">false</script> <p></p> </div> <footer class="entry-meta" aria-label="Entry meta" data-no-translation-aria-label=""> <span class="cat-links"><span class="screen-reader-text">Categories </span><a href="https://topuser.pro/en/smm-socialnye-seti/" rel="category tag">SMM. Social networks.</a>, <a href="https://topuser.pro/en/konversia-usabiliti-seo/" rel="category tag">All Cases</a>, <a href="https://topuser.pro/en/trendi/" rel="category tag">Trends</a></span> <span class="tags-links"><span class="screen-reader-text">Tags </span><a href="https://topuser.pro/en/tag/eyetracking/" rel="tag">Eyetracking</a>, <a href="https://topuser.pro/en/tag/issledovanija-sposobov-chtenija-onlajn/" rel="tag">research on ways to read online</a>, <a href="https://topuser.pro/en/tag/kak-ljudi-chitajut-onlajn/" rel="tag">how people read online</a>, <a href="https://topuser.pro/en/tag/%d1%82%d0%b5%d0%ba%d1%81%d1%82-%d0%be%d0%bd%d0%bb%d0%b0%d0%b9%d0%bd/" rel="tag">text online</a></span> <span class="comments-link"><a href="https://topuser.pro/en/how-people-read-content-online-usability-research/#respond" data-no-translation="" data-trp-gettext="">Leave a comment</a></span> </footer> </div> </article> <article id="post-9031" class="post-9031 post type-post status-publish format-standard has-post-thumbnail hentry category-smm-socialnye-seti category-konversia-usabiliti-seo" itemtype="https://schema.org/CreativeWork" itemscope> <div class="inside-article"> <header class="entry-header" aria-label="Content" data-no-translation-aria-label=""> <h2 class="entry-title" itemprop="headline"><a href="https://topuser.pro/en/setting-up-facebook-ads/" rel="bookmark">Setting up Facebook ads.</a></h2> <div class="entry-meta"> <span class="posted-on"><time class="updated" datetime="2021-02-25T11:11:06+03:00" itemprop="dateModified">February 25, 2021</time><time class="entry-date published" datetime="2021-01-11T01:00:00+03:00" itemprop="datePublished">January 11, 2021</time></span> <span class="byline">by <span class="author vcard" itemprop="author" itemtype="https://schema.org/Person" itemscope><a class="url fn n" href="https://topuser.pro/en/author/andrew-sisomka/" title="View all posts by Andrew Sisomka" rel="author" itemprop="url" data-no-translation-title=""><span class="author-name" itemprop="name">Andrew Sisomka</span></a></span></span> </div> </header> <div class="post-image"> <a href="https://topuser.pro/en/setting-up-facebook-ads/"> <img width="1400" height="1000" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201400%201000'%3E%3C/svg%3E" class="attachment-full size-full wp-post-image" alt="Facebook Ads" itemprop="image" decoding="async" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2020/05/reklama-facebook.png 1400w, https://topuser.pro/wp-content/uploads/2020/05/reklama-facebook-300x214.png 300w, https://topuser.pro/wp-content/uploads/2020/05/reklama-facebook-600x429.png 600w, https://topuser.pro/wp-content/uploads/2020/05/reklama-facebook-1024x731.png 1024w, https://topuser.pro/wp-content/uploads/2020/05/reklama-facebook-768x549.png 768w" data-lazy-sizes="(max-width: 1400px) 100vw, 1400px" data-lazy-src="https://topuser.pro/wp-content/uploads/2020/05/reklama-facebook.png" /><noscript><img width="1400" height="1000" src="https://topuser.pro/wp-content/uploads/2020/05/reklama-facebook.png" class="attachment-full size-full wp-post-image" alt="Facebook Ads" itemprop="image" decoding="async" srcset="https://topuser.pro/wp-content/uploads/2020/05/reklama-facebook.png 1400w, https://topuser.pro/wp-content/uploads/2020/05/reklama-facebook-300x214.png 300w, https://topuser.pro/wp-content/uploads/2020/05/reklama-facebook-600x429.png 600w, https://topuser.pro/wp-content/uploads/2020/05/reklama-facebook-1024x731.png 1024w, https://topuser.pro/wp-content/uploads/2020/05/reklama-facebook-768x549.png 768w" sizes="(max-width: 1400px) 100vw, 1400px" /></noscript> </a> </div> <div class="entry-content" itemprop="text"> <br><br><iframe width="560" height="315" src="https://www.youtube.com/embed/NwdYPTN4SWQ" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen=""></iframe><br><br><br> <h2 class="wp-block-heading">Remember the "good old days" on Facebook when they just started having business pages on the platform?</h2> <p>You would post the update to your Facebook page with a link to the website, most of your page subscribers will see it in their timeline, and some will follow the link.</p> <p>It was simple <a href="https://topuser.pro/en/sus-system-user-ability-assessment/">way</a> generate traffic and it was free!</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="640" height="425" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20640%20425'%3E%3C/svg%3E" alt="Facebook" class="wp-image-9033" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2020/05/facebook.png 640w, https://topuser.pro/wp-content/uploads/2020/05/facebook-300x199.png 300w, https://topuser.pro/wp-content/uploads/2020/05/facebook-600x398.png 600w" data-lazy-sizes="(max-width: 640px) 100vw, 640px" data-lazy-src="https://topuser.pro/wp-content/uploads/2020/05/facebook.png" /><noscript><img loading="lazy" decoding="async" width="640" height="425" src="https://topuser.pro/wp-content/uploads/2020/05/facebook.png" alt="Facebook" class="wp-image-9033" srcset="https://topuser.pro/wp-content/uploads/2020/05/facebook.png 640w, https://topuser.pro/wp-content/uploads/2020/05/facebook-300x199.png 300w, https://topuser.pro/wp-content/uploads/2020/05/facebook-600x398.png 600w" sizes="(max-width: 640px) 100vw, 640px" /></noscript></figure> <p><strong>Those were the times ...</strong></p> <p>And then, in November 2014, Facebook announced that it would begin limiting the "organic reach" of Facebook pages.</p> <p>Many business owners did not quite understand what this meant for them from a practical point of view, but they soon found the hard way.</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="638" height="277" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20638%20277'%3E%3C/svg%3E" alt="Facebook Advertising Methods" class="wp-image-9227" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2020/05/organicheskiy-ohvat-stranits-1.jpg 638w, https://topuser.pro/wp-content/uploads/2020/05/organicheskiy-ohvat-stranits-1-300x130.jpg 300w, https://topuser.pro/wp-content/uploads/2020/05/organicheskiy-ohvat-stranits-1-600x261.jpg 600w" data-lazy-sizes="(max-width: 638px) 100vw, 638px" data-lazy-src="https://topuser.pro/wp-content/uploads/2020/05/organicheskiy-ohvat-stranits-1.jpg" /><noscript><img loading="lazy" decoding="async" width="638" height="277" src="https://topuser.pro/wp-content/uploads/2020/05/organicheskiy-ohvat-stranits-1.jpg" alt="Facebook Advertising Methods" class="wp-image-9227" srcset="https://topuser.pro/wp-content/uploads/2020/05/organicheskiy-ohvat-stranits-1.jpg 638w, https://topuser.pro/wp-content/uploads/2020/05/organicheskiy-ohvat-stranits-1-300x130.jpg 300w, https://topuser.pro/wp-content/uploads/2020/05/organicheskiy-ohvat-stranits-1-600x261.jpg 600w" sizes="(max-width: 638px) 100vw, 638px" /></noscript></figure> <p>Just so you can clearly understand the terminology, "organic reach" means what percentage of your page subscribers, on average, will see your post without paying Facebook (ie, FREE traffic).</p> <p>Basically, this graph shows that 98-99% subscribers to your page won't see your posts in their timeline unless you pay Facebook.</p> <p><strong>And this is not even something new in advertising!</strong><br>It was just an acceleration of a trend that started back in 2013:</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="529" height="525" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20529%20525'%3E%3C/svg%3E" alt="Organic page reach" class="wp-image-9228" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2020/05/organicheskyi-ohvat-stranits-1.png 529w, https://topuser.pro/wp-content/uploads/2020/05/organicheskyi-ohvat-stranits-1-300x298.png 300w, https://topuser.pro/wp-content/uploads/2020/05/organicheskyi-ohvat-stranits-1-100x100.png 100w, https://topuser.pro/wp-content/uploads/2020/05/organicheskyi-ohvat-stranits-1-150x150.png 150w" data-lazy-sizes="(max-width: 529px) 100vw, 529px" data-lazy-src="https://topuser.pro/wp-content/uploads/2020/05/organicheskyi-ohvat-stranits-1.png" /><noscript><img loading="lazy" decoding="async" width="529" height="525" src="https://topuser.pro/wp-content/uploads/2020/05/organicheskyi-ohvat-stranits-1.png" alt="Organic page reach" class="wp-image-9228" srcset="https://topuser.pro/wp-content/uploads/2020/05/organicheskyi-ohvat-stranits-1.png 529w, https://topuser.pro/wp-content/uploads/2020/05/organicheskyi-ohvat-stranits-1-300x298.png 300w, https://topuser.pro/wp-content/uploads/2020/05/organicheskyi-ohvat-stranits-1-100x100.png 100w, https://topuser.pro/wp-content/uploads/2020/05/organicheskyi-ohvat-stranits-1-150x150.png 150w" sizes="(max-width: 529px) 100vw, 529px" /></noscript></figure> <p>Officially Facebook stated that they are forced to limit the organic reach of the pages so as not to overwhelm users with content in their timeline, and also so that they do not see too many "sell" posts in their timeline (because this was the most post for most Facebook pages) ...</p> <p>While this may be Facebook's official "company line", it has also done very well for their bottom line and the hip pockets of their shareholders, as you can see in the graph below:</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="610" height="311" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20610%20311'%3E%3C/svg%3E" alt="Reach effect" class="wp-image-9229" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2020/05/effect-ot-ohvata-2.jpg 610w, https://topuser.pro/wp-content/uploads/2020/05/effect-ot-ohvata-2-300x153.jpg 300w, https://topuser.pro/wp-content/uploads/2020/05/effect-ot-ohvata-2-600x306.jpg 600w" data-lazy-sizes="(max-width: 610px) 100vw, 610px" data-lazy-src="https://topuser.pro/wp-content/uploads/2020/05/effect-ot-ohvata-2.jpg" /><noscript><img loading="lazy" decoding="async" width="610" height="311" src="https://topuser.pro/wp-content/uploads/2020/05/effect-ot-ohvata-2.jpg" alt="Reach effect" class="wp-image-9229" srcset="https://topuser.pro/wp-content/uploads/2020/05/effect-ot-ohvata-2.jpg 610w, https://topuser.pro/wp-content/uploads/2020/05/effect-ot-ohvata-2-300x153.jpg 300w, https://topuser.pro/wp-content/uploads/2020/05/effect-ot-ohvata-2-600x306.jpg 600w" sizes="(max-width: 610px) 100vw, 610px" /></noscript></figure> <p>At this point, you can say:</p> <blockquote class="wp-block-quote"><p><em>“Facebook is a waste of time. I just won't worry about this platform anymore. "</em></p></blockquote> <p>And while it may be perfectly understandable why you chose to say this, it would be a serious mistake.</p> <p>Ditching Facebook isn't the right move at all.</p> <p>Instead,</p> <h3 class="wp-block-heading">You should simply change your mindset about Facebook:</h3> <p>You shouldn't see Facebook as a social media platform and a source of free traffic, but rather consider it as a paid platform. <a href="https://topuser.pro/en/reklamnaya-kampaniya-sozdanie-google/">advertising</a>such as Google AdWords or even a newspaper or television.</p> <p>When you look at Facebook as a paid advertising platform, the benefits become very clear!</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="610" height="446" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20610%20446'%3E%3C/svg%3E" alt="Facebook as a platform" class="wp-image-9216" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2020/05/facebook-kak-platforma.png 610w, https://topuser.pro/wp-content/uploads/2020/05/facebook-kak-platforma-300x219.png 300w, https://topuser.pro/wp-content/uploads/2020/05/facebook-kak-platforma-600x439.png 600w" data-lazy-sizes="(max-width: 610px) 100vw, 610px" data-lazy-src="https://topuser.pro/wp-content/uploads/2020/05/facebook-kak-platforma.png" /><noscript><img loading="lazy" decoding="async" width="610" height="446" src="https://topuser.pro/wp-content/uploads/2020/05/facebook-kak-platforma.png" alt="Facebook as a platform" class="wp-image-9216" srcset="https://topuser.pro/wp-content/uploads/2020/05/facebook-kak-platforma.png 610w, https://topuser.pro/wp-content/uploads/2020/05/facebook-kak-platforma-300x219.png 300w, https://topuser.pro/wp-content/uploads/2020/05/facebook-kak-platforma-600x439.png 600w" sizes="(max-width: 610px) 100vw, 610px" /></noscript></figure> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="498" height="257" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20498%20257'%3E%3C/svg%3E" alt="Driving traffic" class="wp-image-9217" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2020/05/trafik.png 498w, https://topuser.pro/wp-content/uploads/2020/05/trafik-300x155.png 300w" data-lazy-sizes="(max-width: 498px) 100vw, 498px" data-lazy-src="https://topuser.pro/wp-content/uploads/2020/05/trafik.png" /><noscript><img loading="lazy" decoding="async" width="498" height="257" src="https://topuser.pro/wp-content/uploads/2020/05/trafik.png" alt="Driving traffic" class="wp-image-9217" srcset="https://topuser.pro/wp-content/uploads/2020/05/trafik.png 498w, https://topuser.pro/wp-content/uploads/2020/05/trafik-300x155.png 300w" sizes="(max-width: 498px) 100vw, 498px" /></noscript></figure> <p>Driving traffic to your website from Facebook can still be very cheap!</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="610" height="472" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20610%20472'%3E%3C/svg%3E" alt="Facebook traffic" class="wp-image-9218" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2020/05/trafik-facebook.jpeg 610w, https://topuser.pro/wp-content/uploads/2020/05/trafik-facebook-300x232.jpeg 300w, https://topuser.pro/wp-content/uploads/2020/05/trafik-facebook-600x464.jpeg 600w" data-lazy-sizes="(max-width: 610px) 100vw, 610px" data-lazy-src="https://topuser.pro/wp-content/uploads/2020/05/trafik-facebook.jpeg" /><noscript><img loading="lazy" decoding="async" width="610" height="472" src="https://topuser.pro/wp-content/uploads/2020/05/trafik-facebook.jpeg" alt="Facebook traffic" class="wp-image-9218" srcset="https://topuser.pro/wp-content/uploads/2020/05/trafik-facebook.jpeg 610w, https://topuser.pro/wp-content/uploads/2020/05/trafik-facebook-300x232.jpeg 300w, https://topuser.pro/wp-content/uploads/2020/05/trafik-facebook-600x464.jpeg 600w" sizes="(max-width: 610px) 100vw, 610px" /></noscript></figure> <p>No website on the Internet has more traffic than Facebook, and it continues to grow!</p> <p>For businesses, Facebook is a great advertising platform as it offers extremely cheap access to highly qualified potential customers.</p> <p>And that's the only way you should look at Facebook as a business owner and marketer!</p> <p>Also keep in mind that while Facebook ads are still pretty cheap, they won't stay that way for long, as the great "serial entrepreneur" Gary Vaynerchuk says.</p> <p>The ability to reach your ideal prospects cheaply won't be available for much longer.</p> <p>So if you want to use Facebook ads to grow your business, you better move on.</p> <p>But….</p> <h2 class="wp-block-heading">There are right and wrong ways to set up Facebook ads!</h2> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="564" height="845" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20564%20845'%3E%3C/svg%3E" alt="Facebook Ads" class="wp-image-9219" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2020/05/reklama-facebook.jpg 564w, https://topuser.pro/wp-content/uploads/2020/05/reklama-facebook-300x449.jpg 300w, https://topuser.pro/wp-content/uploads/2020/05/reklama-facebook-200x300.jpg 200w" data-lazy-sizes="(max-width: 564px) 100vw, 564px" data-lazy-src="https://topuser.pro/wp-content/uploads/2020/05/reklama-facebook.jpg" /><noscript><img loading="lazy" decoding="async" width="564" height="845" src="https://topuser.pro/wp-content/uploads/2020/05/reklama-facebook.jpg" alt="Facebook Ads" class="wp-image-9219" srcset="https://topuser.pro/wp-content/uploads/2020/05/reklama-facebook.jpg 564w, https://topuser.pro/wp-content/uploads/2020/05/reklama-facebook-300x449.jpg 300w, https://topuser.pro/wp-content/uploads/2020/05/reklama-facebook-200x300.jpg 200w" sizes="(max-width: 564px) 100vw, 564px" /></noscript></figure> <p>Let's start with:</p> <h2 class="wp-block-heading">Incorrect setting of Facebook ads.</h2> <h2 class="wp-block-heading">1. "Buying Likes".</h2> <p>It makes little or no difference to the business or direct ROI and can really hurt you.</p> <h2 class="wp-block-heading">2. Rely solely on percentage targeting.</h2> <p>Here's what I mean by this:</p> <figure class="wp-block-image size-large is-resized"><img loading="lazy" decoding="async" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20538%20280'%3E%3C/svg%3E" alt="Facebook targeting" class="wp-image-9220" width="538" height="280" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2020/05/facebook-targeting.png 700w, https://topuser.pro/wp-content/uploads/2020/05/facebook-targeting-300x157.png 300w" data-lazy-sizes="(max-width: 538px) 100vw, 538px" data-lazy-src="https://topuser.pro/wp-content/uploads/2020/05/facebook-targeting.png" /><noscript><img loading="lazy" decoding="async" src="https://topuser.pro/wp-content/uploads/2020/05/facebook-targeting.png" alt="Facebook targeting" class="wp-image-9220" width="538" height="280" srcset="https://topuser.pro/wp-content/uploads/2020/05/facebook-targeting.png 700w, https://topuser.pro/wp-content/uploads/2020/05/facebook-targeting-300x157.png 300w" sizes="(max-width: 538px) 100vw, 538px" /></noscript></figure> <p><strong>This is why interest-based targeting can be problematic: </strong></p> <ol><li>People may like a page to enter a competition or win a prize, not because they are genuinely interested in a topic or brand.</li><li>The page that subscribers are targeting buys fake likes on "clicks" in order to quickly and artificially increase the number of their fans.</li><li>The page you are targeting your followers launched a low targeting Facebook campaign and received low quality followers.</li><li>Facebook may have inferred the wrong general interests about someone based on the pages they liked (for example, they liked a McDonald's page to enter the giveaway, so Facebook now thinks they like junk food or meat, but in fact they - vegetarian health coach ...)</li></ol> <h2 class="wp-block-heading">The correct way to advertise on Facebook:<br>remarketing / re-targeting.</h2> <h2 class="wp-block-heading">1.You only target people who have visited your site for a specific period of time or have subscribed to your mailing list.</h2> <p><strong>The advantages of this approach:</strong></p> <ol><li>No more guesswork and inaccurate targeting: you know these people have shown an interest in your business.</li><li>Reduce advertising costs.</li><li>Increase the number of “conversions” you want people to take (eg sign up to your email list, make a purchase, make a request, download a sales brochure, etc.)</li></ol> <h2 class="wp-block-heading">2. Targeting visitors to your site using the Facebook pixel.</h2> <p>The Facebook Pixel is a piece of code that you get from Facebook and install on your site.</p> <p>It looks like this:</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="768" height="349" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20768%20349'%3E%3C/svg%3E" alt="Pixel orientation" class="wp-image-9221" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2020/05/orientaciya-s-pomoshu-piksel.png 768w, https://topuser.pro/wp-content/uploads/2020/05/orientaciya-s-pomoshu-piksel-300x136.png 300w, https://topuser.pro/wp-content/uploads/2020/05/orientaciya-s-pomoshu-piksel-600x273.png 600w" data-lazy-sizes="(max-width: 768px) 100vw, 768px" data-lazy-src="https://topuser.pro/wp-content/uploads/2020/05/orientaciya-s-pomoshu-piksel.png" /><noscript><img loading="lazy" decoding="async" width="768" height="349" src="https://topuser.pro/wp-content/uploads/2020/05/orientaciya-s-pomoshu-piksel.png" alt="Pixel orientation" class="wp-image-9221" srcset="https://topuser.pro/wp-content/uploads/2020/05/orientaciya-s-pomoshu-piksel.png 768w, https://topuser.pro/wp-content/uploads/2020/05/orientaciya-s-pomoshu-piksel-300x136.png 300w, https://topuser.pro/wp-content/uploads/2020/05/orientaciya-s-pomoshu-piksel-600x273.png 600w" sizes="(max-width: 768px) 100vw, 768px" /></noscript></figure> <p>Once installed, it will track all visitors to your website and associate them with their Facebook account if they are logged into Facebook on their computers or mobile devices (via the Facebook app or in a mobile browser).</p> <p>The Facebook pixel that you install on your website flags them to indicate that they've visited your website, and also tracks the specific pages they've been to.</p> <p>This is probably the only type of "stalking" you can do, it is legal and will not get you in trouble ... </p> <p>It's also the KEY to effectively using Facebook as a business tool!</p> <p>This video straight from The Horse of the Horse (like Facebook itself!) Reveals what the Facebook pixel is and how to install it on your website.</p> <p>Once you have the Facebook pixel installed, you can start creating a custom audience from <strong>visitors</strong> your his <strong>website</strong> on your Facebook account.</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="637" height="244" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20637%20244'%3E%3C/svg%3E" alt="Setting: Custom Audience" class="wp-image-9222" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2020/05/polsovatelskaya-auditoriya.png 637w, https://topuser.pro/wp-content/uploads/2020/05/polsovatelskaya-auditoriya-300x115.png 300w, https://topuser.pro/wp-content/uploads/2020/05/polsovatelskaya-auditoriya-600x230.png 600w" data-lazy-sizes="(max-width: 637px) 100vw, 637px" data-lazy-src="https://topuser.pro/wp-content/uploads/2020/05/polsovatelskaya-auditoriya.png" /><noscript><img loading="lazy" decoding="async" width="637" height="244" src="https://topuser.pro/wp-content/uploads/2020/05/polsovatelskaya-auditoriya.png" alt="Setting: Custom Audience" class="wp-image-9222" srcset="https://topuser.pro/wp-content/uploads/2020/05/polsovatelskaya-auditoriya.png 637w, https://topuser.pro/wp-content/uploads/2020/05/polsovatelskaya-auditoriya-300x115.png 300w, https://topuser.pro/wp-content/uploads/2020/05/polsovatelskaya-auditoriya-600x230.png 600w" sizes="(max-width: 637px) 100vw, 637px" /></noscript></figure> <p><strong>Don't you think targeting these people is much more valuable (and will yield better results) than targeting random Facebook users based on what they think Facebook got them interested in?</strong></p> <h2 class="wp-block-heading">3. Targeting your email subscribers and existing customers for whom you have a phone number.</h2> <p>This is called a custom audience in <strong>customer list,</strong> and this is how it works:</p> <p>Do you have an email database or a list of phone numbers for your customers and potential customers?</p> <p>Did you know that you can upload it to Facebook?</p> <p>If they used the same email address for their Facebook account or for some reason gave Facebook their mobile phone number (for example, they received security codes for logging in via SMS or Facebook messenger), Facebook will match them to theirs. your Facebook account.</p> <p><strong>Now you can advertise to these people whether they are already fans of your Facebook page or not!</strong></p> <p>If they used the same email address for their Facebook account or for some reason gave Facebook their mobile phone number (for example, they received security codes for logging in via SMS or Facebook messenger), Facebook will match them to theirs. your Facebook account.</p> <p><strong>Now you can advertise to these people whether they are already fans of your Facebook page or not!</strong></p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="598" height="416" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20598%20416'%3E%3C/svg%3E" alt="Customization: Subscriber Targeting" class="wp-image-9223" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2020/05/orientaciya-na-podpischikov.png 598w, https://topuser.pro/wp-content/uploads/2020/05/orientaciya-na-podpischikov-300x209.png 300w" data-lazy-sizes="(max-width: 598px) 100vw, 598px" data-lazy-src="https://topuser.pro/wp-content/uploads/2020/05/orientaciya-na-podpischikov.png" /><noscript><img loading="lazy" decoding="async" width="598" height="416" src="https://topuser.pro/wp-content/uploads/2020/05/orientaciya-na-podpischikov.png" alt="Customization: Subscriber Targeting" class="wp-image-9223" srcset="https://topuser.pro/wp-content/uploads/2020/05/orientaciya-na-podpischikov.png 598w, https://topuser.pro/wp-content/uploads/2020/05/orientaciya-na-podpischikov-300x209.png 300w" sizes="(max-width: 598px) 100vw, 598px" /></noscript></figure> <h2 class="wp-block-heading">4. Add some "Facebook Magic" - "Double".</h2> <p>You've already used Facebook to create custom audiences from people who have visited your site and from your customers' emails and phone numbers.</p> <p>Now you tell Facebook:</p> <p>"Go and find me more people who are almost the same as these."</p> <p>(hence: "similar").</p> <p>All you need is nothing less <strong>100 people in your custom audience from one country</strong> (any country!) and Facebook will provide you with a similar audience within 24 hours maximum!</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="734" height="463" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20734%20463'%3E%3C/svg%3E" alt="Customization: Facebook Audience Presentation" class="wp-image-9224" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2020/05/pradstavlenie-auditorii.png 734w, https://topuser.pro/wp-content/uploads/2020/05/pradstavlenie-auditorii-300x189.png 300w, https://topuser.pro/wp-content/uploads/2020/05/pradstavlenie-auditorii-600x378.png 600w" data-lazy-sizes="(max-width: 734px) 100vw, 734px" data-lazy-src="https://topuser.pro/wp-content/uploads/2020/05/pradstavlenie-auditorii.png" /><noscript><img loading="lazy" decoding="async" width="734" height="463" src="https://topuser.pro/wp-content/uploads/2020/05/pradstavlenie-auditorii.png" alt="Customization: Facebook Audience Presentation" class="wp-image-9224" srcset="https://topuser.pro/wp-content/uploads/2020/05/pradstavlenie-auditorii.png 734w, https://topuser.pro/wp-content/uploads/2020/05/pradstavlenie-auditorii-300x189.png 300w, https://topuser.pro/wp-content/uploads/2020/05/pradstavlenie-auditorii-600x378.png 600w" sizes="(max-width: 734px) 100vw, 734px" /></noscript></figure> <p>Now do you understand why Facebook ads can be so effective and beneficial for your business, no matter the size or what industry you work in?</p> <p>However, this will only work if you use Facebook's ad platform correctly and take full advantage of the advanced targeting capabilities it offers.</p> <p>Based on materials from the site: mgdigitalmarketing.com.au</p> <section class="sc_fs_faq sc_card"> <div> <h2>✔️ Why is Facebook a great ad platform?</h2> <div> <p> Because Facebook offers cheap access to highly qualified customers. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h2>✔️ Why can targeting be problematic?</h2> <div> <p> For example, people might like a page to enter a contest, not because they are interested in a topic. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h2>✔️ What are the benefits of remarketing?</h2> <div> <p> You will know that people have shown real interest in your page, and you can lower your ad costs. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h2>✔️ How does a custom audience work?</h2> <div> <p> Download a database of email or phone numbers of your users. When you log in, Facebook will match them to your account. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h2>✔️ How much does it cost to advertise on Facebook?</h2> <div> <p> If you're measuring cost per click (CPC), Facebook ads cost an average of about $ 0.27 per click. If you're measuring cost per thousand impressions (CPM), Facebook ads cost around $ 7.19 per thousand impressions (Hootsuite). </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h2>✔️ Is it worth paying for Facebook ads?</h2> <div> <p> Yes. CPCs are lower, but if you set up your campaigns correctly, they will generate quality clicks that will benefit your business. As a result, Facebook advertising is often a much more profitable way to promote your business than other advertising channels. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h2>✔️ Why are Facebook ads so expensive?</h2> <div> <p> Facebook advertising is getting more expensive because demand exceeds supply. This is a natural progression for an auction-based advertising platform. This is also the reason for the increase in prices during the competitive buying season, for example, in the fourth quarter. </p> </div> </div> </section> <script type="application/ld+json">{ "@context": "https:\/\/schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "\u2714\ufe0f Why is Facebook a great ad platform?", "acceptedAnswer": { "@type": "Answer", "text": "\u0422\u0430\u043a \u043a\u0430\u043a Facebook \u043f\u0440\u0435\u0434\u043b\u0430\u0433\u0430\u044e\u0442 \u0434\u0435\u0448\u0451\u0432\u044b\u0439 \u0434\u043e\u0441\u0442\u0443\u043f \u043a \u0432\u044b\u0441\u043e\u043a\u043e\u043a\u0432\u0430\u043b\u0438\u0444\u0438\u0446\u0438\u0440\u043e\u0432\u0430\u043d\u043d\u044b\u043c \u043a\u043b\u0438\u0435\u043d\u0442\u0430\u043c." } }, { "@type": "Question", "name": "\u2714\ufe0f Why can targeting be problematic?", "acceptedAnswer": { "@type": "Answer", "text": "\u041a \u043f\u0440\u0438\u043c\u0435\u0440\u0443, \u043b\u044e\u0434\u044f\u043c 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expensive?", "acceptedAnswer": { "@type": "Answer", "text": "\u0420\u0435\u043a\u043b\u0430\u043c\u0430 \u0432 Facebook \u0441\u0442\u0430\u043d\u043e\u0432\u0438\u0442\u0441\u044f \u0434\u043e\u0440\u043e\u0436\u0435, \u043f\u043e\u0442\u043e\u043c\u0443 \u0447\u0442\u043e \u0441\u043f\u0440\u043e\u0441 \u043f\u0440\u0435\u0432\u044b\u0448\u0430\u0435\u0442 \u043f\u0440\u0435\u0434\u043b\u043e\u0436\u0435\u043d\u0438\u0435. \u042d\u0442\u043e \u0435\u0441\u0442\u0435\u0441\u0442\u0432\u0435\u043d\u043d\u044b\u0439 \u043f\u0440\u043e\u0433\u0440\u0435\u0441\u0441 \u0434\u043b\u044f \u0440\u0435\u043a\u043b\u0430\u043c\u043d\u043e\u0439 \u043f\u043b\u0430\u0442\u0444\u043e\u0440\u043c\u044b, \u043e\u0441\u043d\u043e\u0432\u0430\u043d\u043d\u043e\u0439 \u043d\u0430 \u0430\u0443\u043a\u0446\u0438\u043e\u043d\u0430\u0445. \u042d\u0442\u043e \u0442\u0430\u043a\u0436\u0435 \u044f\u0432\u043b\u044f\u0435\u0442\u0441\u044f \u043f\u0440\u0438\u0447\u0438\u043d\u043e\u0439 \u0440\u043e\u0441\u0442\u0430 \u0446\u0435\u043d \u0432 \u0441\u0435\u0437\u043e\u043d \u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0442\u043d\u044b\u0445 \u043f\u043e\u043a\u0443\u043f\u043e\u043a, \u043d\u0430\u043f\u0440\u0438\u043c\u0435\u0440, \u0432 \u0447\u0435\u0442\u0432\u0435\u0440\u0442\u043e\u043c \u043a\u0432\u0430\u0440\u0442\u0430\u043b\u0435." } } ] }</script> <p></p> </div> <footer class="entry-meta" aria-label="Entry meta" data-no-translation-aria-label=""> <span class="cat-links"><span class="screen-reader-text">Categories </span><a href="https://topuser.pro/en/smm-socialnye-seti/" rel="category tag">SMM. Social networks.</a>, <a href="https://topuser.pro/en/konversia-usabiliti-seo/" rel="category tag">All Cases</a></span> <span class="comments-link"><a href="https://topuser.pro/en/setting-up-facebook-ads/#respond" data-no-translation="" data-trp-gettext="">Leave a comment</a></span> </footer> </div> </article> <article id="post-8301" class="post-8301 post type-post status-publish format-standard has-post-thumbnail hentry category-konversia-usabiliti-seo tag-sus tag-shkala-juzabiliti-sistemy tag-juzabiliti tag-juzabiliti-audit tag-juzabiliti-sajtov" itemtype="https://schema.org/CreativeWork" itemscope> <div class="inside-article"> <header class="entry-header" aria-label="Content" data-no-translation-aria-label=""> <h2 class="entry-title" itemprop="headline"><a href="https://topuser.pro/en/sus-system-user-ability-assessment/" rel="bookmark">SUS system. User Ability Assessment.</a></h2> <div class="entry-meta"> <span class="posted-on"><time class="updated" datetime="2021-02-25T12:31:38+03:00" itemprop="dateModified">February 25, 2021</time><time class="entry-date published" datetime="2021-01-11T01:00:00+03:00" itemprop="datePublished">January 11, 2021</time></span> <span class="byline">by <span class="author vcard" itemprop="author" itemtype="https://schema.org/Person" itemscope><a class="url fn n" href="https://topuser.pro/en/author/andre-smetana/" title="View all posts by Andre Smetana" rel="author" itemprop="url" data-no-translation-title=""><span class="author-name" itemprop="name">Andre Smetana</span></a></span></span> </div> </header> <div class="post-image"> <a href="https://topuser.pro/en/sus-system-user-ability-assessment/"> <img width="960" height="640" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20960%20640'%3E%3C/svg%3E" class="attachment-full size-full wp-post-image" alt="Usability audit" itemprop="image" decoding="async" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2020/05/yuzabiliti-audit.jpg 960w, https://topuser.pro/wp-content/uploads/2020/05/yuzabiliti-audit-300x200.jpg 300w, https://topuser.pro/wp-content/uploads/2020/05/yuzabiliti-audit-600x400.jpg 600w, https://topuser.pro/wp-content/uploads/2020/05/yuzabiliti-audit-768x512.jpg 768w" data-lazy-sizes="(max-width: 960px) 100vw, 960px" data-lazy-src="https://topuser.pro/wp-content/uploads/2020/05/yuzabiliti-audit.jpg" /><noscript><img width="960" height="640" src="https://topuser.pro/wp-content/uploads/2020/05/yuzabiliti-audit.jpg" class="attachment-full size-full wp-post-image" alt="Usability audit" itemprop="image" decoding="async" srcset="https://topuser.pro/wp-content/uploads/2020/05/yuzabiliti-audit.jpg 960w, https://topuser.pro/wp-content/uploads/2020/05/yuzabiliti-audit-300x200.jpg 300w, https://topuser.pro/wp-content/uploads/2020/05/yuzabiliti-audit-600x400.jpg 600w, https://topuser.pro/wp-content/uploads/2020/05/yuzabiliti-audit-768x512.jpg 768w" sizes="(max-width: 960px) 100vw, 960px" /></noscript> </a> </div> <div class="entry-content" itemprop="text"> <p>2020 marks the 35th anniversary of the world's most used usability perception survey. Scale <a href="https://topuser.pro/en/uzabiliti-menu-saita/">usability</a> System (SUS) was released into this world by John Brook in 1986.</p> <p>It was originally created as a "quick and dirty" scale for administration after usability tests on systems such as VT100 Terminal (Green Screen) applications.</p> <p>SUS is technology independent. It has been tested on hardware, consumer software, websites, mobile phones, IVR, and yellow pages. Became an industry standard with links in over 600 publications.</p> <br><br><iframe width="560" height="315" src="https://www.youtube.com/embed/cXaw_0rcduo" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen=""></iframe><br><br><br> <h2 class="wp-block-heading">System usability scale.</h2> <p>SUS is a 10-item questionnaire with 5-choice answers.</p> <ul><li>I think I would like to use this system often.</li><li>I found the system overly complex.</li><li>I thought the system was easy to use.</li><li>I think I will need technical support to be able to use this system.</li><li>I found that the various functions in this system were well integrated.</li><li>I thought there were too many inconsistencies in this system.</li><li>I believe that most people would learn to use this system very quickly.</li><li>I found the system to be very cumbersome to use.</li><li>I felt very confident using the system.</li><li>I had a lot to learn before I could start working with this system.</li></ul> <p>SUS uses the following response format:</p> <div class="wp-block-image"><figure class="aligncenter size-large"><img loading="lazy" decoding="async" width="495" height="96" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20495%2096'%3E%3C/svg%3E" alt="SUS " class="wp-image-8306" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2020/05/sus-format-otveta.png 495w, https://topuser.pro/wp-content/uploads/2020/05/sus-format-otveta-300x58.png 300w" data-lazy-sizes="(max-width: 495px) 100vw, 495px" data-lazy-src="https://topuser.pro/wp-content/uploads/2020/05/sus-format-otveta.png" /><noscript><img loading="lazy" decoding="async" width="495" height="96" src="https://topuser.pro/wp-content/uploads/2020/05/sus-format-otveta.png" alt="SUS " class="wp-image-8306" srcset="https://topuser.pro/wp-content/uploads/2020/05/sus-format-otveta.png 495w, https://topuser.pro/wp-content/uploads/2020/05/sus-format-otveta-300x58.png 300w" sizes="(max-width: 495px) 100vw, 495px" /></noscript></figure></div> <h2 class="wp-block-heading">SUS account.</h2> <ul><li>For odd items: Subtract one from the user's answer.</li><li>For even numbered items: Subtract user responses from 5</li><li>Scaling all values from 0 to 4 (four is the most positive answer).</li><li>Add up the transformed answers for each user and multiply the sum by 2.5. This will convert the range of possible values from 0 to 100 instead of 0 to 40.</li></ul> <h2 class="wp-block-heading">Interpretation of SUS results.</h2> <p>Despite the widespread use of SUS, there was little guidance on system interpretation, acceptable element modifications, and information on reliability and validity.</p> <p>Over the years using SUS in research <a href="https://topuser.pro/en/usability-audit-of-the-site-order-ux/">usability assessment</a> has improved significantly. During this time, the existing SUS study was checked and the data of more than 5,000 users analyzed on 500 different estimates.</p> <p>This data shows that SUS is reliable, reliable, and easy to use. It works as well or better than commercial questionnaires and domestic internal questionnaires.</p> <h2 class="wp-block-heading">What is a good SUS score?</h2> <p>The average SUS score for all 500 studies is 68. An SUS score above 68 is considered above average, and a score below 68 is considered below average.</p> <p>The best way to interpret your result is to convert it to percentile rank through normalization. A calculator and manual was created that takes raw SUS scores and generates percentile ranks and letter scores (A + to F) for eight different types of applications.</p> <p>The graph below shows how percentile ranks are associated with SUS scores and letter grades.</p> <div class="wp-block-image"><figure class="aligncenter size-large"><img loading="lazy" decoding="async" width="528" height="291" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20528%20291'%3E%3C/svg%3E" alt="SUS Results" class="wp-image-8308" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2020/05/sus-rezultat.png 528w, https://topuser.pro/wp-content/uploads/2020/05/sus-rezultat-300x165.png 300w" data-lazy-sizes="(max-width: 528px) 100vw, 528px" data-lazy-src="https://topuser.pro/wp-content/uploads/2020/05/sus-rezultat.png" /><noscript><img loading="lazy" decoding="async" width="528" height="291" src="https://topuser.pro/wp-content/uploads/2020/05/sus-rezultat.png" alt="SUS Results" class="wp-image-8308" srcset="https://topuser.pro/wp-content/uploads/2020/05/sus-rezultat.png 528w, https://topuser.pro/wp-content/uploads/2020/05/sus-rezultat-300x165.png 300w" sizes="(max-width: 528px) 100vw, 528px" /></noscript></figure></div> <p>This process is similar to a “curve grading” based on the distribution of all points. For example, a raw SUS score of 74 is converted to a 70% percentile rank. An SUS score of 74 has a higher perceived usability than the 70% of all products tested. This can be interpreted as a B- score.</p> <p>You need to score more than 80.3 points to get A (10% best). This indicates that users are more likely to recommend the product to a friend. If you averaged 68 points, you get a C, and anything below 51 gets an F (and you get into the bottom 15%).</p> <h2 class="wp-block-heading">How does SUS award points? </h2> <p>Even though the SUS score can range from 0 to 100, it is not a percentage. Although it is technically correct, the SUS score of 70 out of 100 represents the 70% possible maximum value. A score at this level will mean that the tested application is above average. In fact, the 70 score is closer to the SUS 68 average. In fact, it is more appropriate to call it 50%.</p> <p>When communicating SUS scores to stakeholders, and especially those unfamiliar with SUS, it is best to convert the original SUS score to a percentile so that 70% really does mean above average.</p> <h2 class="wp-block-heading">SUS measures usability and learnability.</h2> <p>While SUS was only intended to measure perceived ease of use (one dimension), recent research suggests that it provides a global measure of system satisfaction and usability and learnability sub-scales. Items 4 and 10 provide a measure of learnability, while the remaining 8 items provide a measure of usability. This means you can track and report on both subscales and the global SUS scale.</p> <h2 class="wp-block-heading">SUS reliability.</h2> <p>Scale reliability refers to how consistently users respond to items. SUS has been shown to be more reliable and detect differences at smaller sample sizes than domestic and other commercially available questionnaires.</p> <h2 class="wp-block-heading">Frequently asked questions about SUS.</h2> <section class="sc_fs_faq sc_card"> <div> <h2>✔️ What is SUS?</h2> <div> <p> The SUS System Usability Scale was created as a "quick and dirty" scale for administration after usability tests. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h2>✔️ How to interpret the SUS result?</h2> <div> <p> The best way to interpret your result is to convert it to percentile rank through normalization. A calculator and manual was created that takes raw SUS scores and generates percentile ranks and letter scores (A + to F) for eight different types of applications. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h2>✔️ What is the SUS reliability level?</h2> <div> <p> SUS has been shown to be more reliable and detect differences at smaller sample sizes than domestic and other commercially available questionnaires. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h2>✔️ What is a good SUS score?</h2> <div> <p> The average SUS score for all 500 studies is 68. An SUS score above 68 is considered above average, and a score below 68 is considered below average. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h2>✔️ What questions are used in the usability questionnaires?</h2> <div> <p> Screening: Ask basic questions about demographics and user experience. <br>Pre-testing: Ask questions about psychography based on your custom imagery. <br>Quiz: Ask questions about why users take certain actions and make decisions on your site. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h2>✔️ How is SUS measured?</h2> <div> <p> For each odd numbered question, subtract 1 from the score. <br>For each of the even numbered questions, subtract their value from 5. <br>Take these new values that you found and add up the total score. <br>Then multiply that by 2.5. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h2>✔️ How is Umux Lite calculated?</h2> <div> <p> For the baseline score of UMUX-LITE, subtract one from the score for each item on the questionnaire. Add both of these adjusted scores and divide their sum by 12. Multiply this number by 100. To compare your UMUX-LITE scores with the SUS scores, you need to transform your UMUM-LITE scores using a regression equation. </p> </div> </div> </section> <script type="application/ld+json">{ "@context": "https:\/\/schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "\u2714\ufe0f What is SUS?", "acceptedAnswer": { "@type": "Answer", "text": "\u0428\u043a\u0430\u043b\u0430 \u044e\u0437\u0430\u0431\u0438\u043b\u0438\u0442\u0438 \u0441\u0438\u0441\u0442\u0435\u043c\u044b SUS \u0431\u044b\u043b\u0430 \u0441\u043e\u0437\u0434\u0430\u043d\u0430 \u043a\u0430\u043a \u00ab\u0431\u044b\u0441\u0442\u0440\u0430\u044f \u0438 \u0433\u0440\u044f\u0437\u043d\u0430\u044f\u00bb \u0448\u043a\u0430\u043b\u0430 \u0434\u043b\u044f \u0430\u0434\u043c\u0438\u043d\u0438\u0441\u0442\u0440\u0438\u0440\u043e\u0432\u0430\u043d\u0438\u044f \u043f\u043e\u0441\u043b\u0435 \u044e\u0437\u0430\u0431\u0438\u043b\u0438\u0442\u0438-\u0442\u0435\u0441\u0442\u043e\u0432." } }, { "@type": "Question", "name": "\u2714\ufe0f How to interpret the SUS result?", "acceptedAnswer": { "@type": "Answer", "text": "\u041b\u0443\u0447\u0448\u0438\u0439 \u0441\u043f\u043e\u0441\u043e\u0431 \u0438\u043d\u0442\u0435\u0440\u043f\u0440\u0435\u0442\u0438\u0440\u043e\u0432\u0430\u0442\u044c \u0432\u0430\u0448 \u0440\u0435\u0437\u0443\u043b\u044c\u0442\u0430\u0442 - \u043f\u0440\u0435\u043e\u0431\u0440\u0430\u0437\u043e\u0432\u0430\u0442\u044c \u0435\u0433\u043e \u0432 \u043f\u0440\u043e\u0446\u0435\u043d\u0442\u0438\u043b\u044c\u043d\u044b\u0439 \u0440\u0430\u043d\u0433 \u043f\u0443\u0442\u0435\u043c \u043d\u043e\u0440\u043c\u0430\u043b\u0438\u0437\u0430\u0446\u0438\u0438. \u0411\u044b\u043b \u0441\u043e\u0437\u0434\u0430\u043b \u043a\u0430\u043b\u044c\u043a\u0443\u043b\u044f\u0442\u043e\u0440 \u0438 \u0440\u0443\u043a\u043e\u0432\u043e\u0434\u0441\u0442\u0432\u043e, \u043a\u043e\u0442\u043e\u0440\u043e\u0435 \u0431\u0435\u0440\u0435\u0442 \u043d\u0435\u043e\u0431\u0440\u0430\u0431\u043e\u0442\u0430\u043d\u043d\u044b\u0435 \u043e\u0446\u0435\u043d\u043a\u0438 SUS \u0438 \u0433\u0435\u043d\u0435\u0440\u0438\u0440\u0443\u0435\u0442 \u043f\u0440\u043e\u0446\u0435\u043d\u0442\u0438\u043b\u044c\u043d\u044b\u0435 \u0440\u0430\u043d\u0433\u0438 \u0438 \u0431\u0443\u043a\u0432\u0435\u043d\u043d\u044b\u0435 \u043e\u0446\u0435\u043d\u043a\u0438 (\u043e\u0442 A + \u0434\u043e F) \u0434\u043b\u044f \u0432\u043e\u0441\u044c\u043c\u0438 \u0440\u0430\u0437\u043b\u0438\u0447\u043d\u044b\u0445 \u0442\u0438\u043f\u043e\u0432 \u043f\u0440\u0438\u043b\u043e\u0436\u0435\u043d\u0438\u0439." } }, { "@type": "Question", "name": "\u2714\ufe0f What is the SUS reliability level?", "acceptedAnswer": { "@type": "Answer", "text": "\u041f\u043e\u043a\u0430\u0437\u0430\u043d\u043e, \u0447\u0442\u043e SUS \u044f\u0432\u043b\u044f\u0435\u0442\u0441\u044f \u0431\u043e\u043b\u0435\u0435 \u043d\u0430\u0434\u0435\u0436\u043d\u044b\u043c \u0438 \u0432\u044b\u044f\u0432\u043b\u044f\u0435\u0442 \u0440\u0430\u0437\u043b\u0438\u0447\u0438\u044f \u043f\u0440\u0438 \u043c\u0435\u043d\u044c\u0448\u0438\u0445 \u0440\u0430\u0437\u043c\u0435\u0440\u0430\u0445 \u0432\u044b\u0431\u043e\u0440\u043a\u0438, \u0447\u0435\u043c \u043e\u0442\u0435\u0447\u0435\u0441\u0442\u0432\u0435\u043d\u043d\u044b\u0435 \u0432\u043e\u043f\u0440\u043e\u0441\u043d\u0438\u043a\u0438 \u0438 \u0434\u0440\u0443\u0433\u0438\u0435 \u0438\u043c\u0435\u044e\u0449\u0438\u0435\u0441\u044f \u0432 \u043f\u0440\u043e\u0434\u0430\u0436\u0435." } }, { "@type": "Question", "name": "\u2714\ufe0f What is a good SUS score?", "acceptedAnswer": { "@type": "Answer", "text": "\u0421\u0440\u0435\u0434\u043d\u0438\u0439 \u0431\u0430\u043b\u043b SUS \u043f\u043e \u0432\u0441\u0435\u043c 500 \u0438\u0441\u0441\u043b\u0435\u0434\u043e\u0432\u0430\u043d\u0438\u044f\u043c \u0440\u0430\u0432\u0435\u043d 68. \u0411\u0430\u043b\u043b SUS \u0432\u044b\u0448\u0435 68 \u0431\u0443\u0434\u0435\u0442 \u0441\u0447\u0438\u0442\u0430\u0442\u044c\u0441\u044f \u0432\u044b\u0448\u0435 \u0441\u0440\u0435\u0434\u043d\u0435\u0433\u043e, \u0430 \u043f\u043e\u043a\u0430\u0437\u0430\u0442\u0435\u043b\u044c \u043d\u0438\u0436\u0435 68 \u043d\u0438\u0436\u0435 \u0441\u0440\u0435\u0434\u043d\u0435\u0433\u043e." } }, { "@type": "Question", "name": "\u2714\ufe0f What questions are used in the usability questionnaires?", "acceptedAnswer": { "@type": "Answer", "text": "\u0421\u043a\u0440\u0438\u043d\u0438\u043d\u0433: \u0437\u0430\u0434\u0430\u0439\u0442\u0435 \u043e\u0441\u043d\u043e\u0432\u043d\u044b\u0435 \u0432\u043e\u043f\u0440\u043e\u0441\u044b \u043e \u0434\u0435\u043c\u043e\u0433\u0440\u0430\u0444\u0438\u0438 \u0438 \u043e\u043f\u044b\u0442\u0435 \u043f\u043e\u043b\u044c\u0437\u043e\u0432\u0430\u0442\u0435\u043b\u0435\u0439. <br>\u041f\u0440\u0435\u0434\u0432\u0430\u0440\u0438\u0442\u0435\u043b\u044c\u043d\u043e\u0435 \u0442\u0435\u0441\u0442\u0438\u0440\u043e\u0432\u0430\u043d\u0438\u0435: \u0437\u0430\u0434\u0430\u0432\u0430\u0439\u0442\u0435 \u0432\u043e\u043f\u0440\u043e\u0441\u044b \u043e \u043f\u0441\u0438\u0445\u043e\u0433\u0440\u0430\u0444\u0438\u0438 \u043d\u0430 \u043e\u0441\u043d\u043e\u0432\u0435 \u0432\u0430\u0448\u0438\u0445 \u043f\u043e\u043b\u044c\u0437\u043e\u0432\u0430\u0442\u0435\u043b\u044c\u0441\u043a\u0438\u0445 \u043e\u0431\u0440\u0430\u0437\u043e\u0432. <br>\u0422\u0435\u0441\u0442: \u0437\u0430\u0434\u0430\u0432\u0430\u0439\u0442\u0435 \u0432\u043e\u043f\u0440\u043e\u0441\u044b \u043e \u0442\u043e\u043c, \u043f\u043e\u0447\u0435\u043c\u0443 \u043f\u043e\u043b\u044c\u0437\u043e\u0432\u0430\u0442\u0435\u043b\u0438 \u0441\u043e\u0432\u0435\u0440\u0448\u0430\u044e\u0442 \u043e\u043f\u0440\u0435\u0434\u0435\u043b\u0435\u043d\u043d\u044b\u0435 \u0434\u0435\u0439\u0441\u0442\u0432\u0438\u044f \u0438 \u043f\u0440\u0438\u043d\u0438\u043c\u0430\u044e\u0442 \u0440\u0435\u0448\u0435\u043d\u0438\u044f \u043d\u0430 \u0432\u0430\u0448\u0435\u043c \u0441\u0430\u0439\u0442\u0435." } }, { "@type": "Question", "name": "\u2714\ufe0f How is SUS measured?", "acceptedAnswer": { "@type": "Answer", "text": "\u0414\u043b\u044f \u043a\u0430\u0436\u0434\u043e\u0433\u043e \u0438\u0437 \u0432\u043e\u043f\u0440\u043e\u0441\u043e\u0432 \u0441 \u043d\u0435\u0447\u0435\u0442\u043d\u044b\u043c \u043d\u043e\u043c\u0435\u0440\u043e\u043c \u0432\u044b\u0447\u0442\u0438\u0442\u0435 1 \u0438\u0437 \u043e\u0446\u0435\u043d\u043a\u0438. <br>\u0414\u043b\u044f \u043a\u0430\u0436\u0434\u043e\u0433\u043e \u0438\u0437 \u0432\u043e\u043f\u0440\u043e\u0441\u043e\u0432 \u0441 \u0447\u0435\u0442\u043d\u044b\u043c\u0438 \u043d\u043e\u043c\u0435\u0440\u0430\u043c\u0438 \u0432\u044b\u0447\u0442\u0438\u0442\u0435 \u0438\u0445 \u0437\u043d\u0430\u0447\u0435\u043d\u0438\u0435 \u0438\u0437 5. <br>\u0412\u043e\u0437\u044c\u043c\u0438\u0442\u0435 \u044d\u0442\u0438 \u043d\u043e\u0432\u044b\u0435 \u0437\u043d\u0430\u0447\u0435\u043d\u0438\u044f, \u043a\u043e\u0442\u043e\u0440\u044b\u0435 \u0432\u044b \u043d\u0430\u0448\u043b\u0438, \u0438 \u0441\u043b\u043e\u0436\u0438\u0442\u0435 \u043e\u0431\u0449\u0438\u0439 \u0431\u0430\u043b\u043b. <br>\u0417\u0430\u0442\u0435\u043c \u0443\u043c\u043d\u043e\u0436\u044c\u0442\u0435 \u044d\u0442\u043e \u043d\u0430 2,5." } }, { "@type": "Question", "name": "\u2714\ufe0f How is Umux Lite calculated?", "acceptedAnswer": { "@type": "Answer", "text": "\u0414\u043b\u044f \u0431\u0430\u0437\u043e\u0432\u043e\u0439 \u043e\u0446\u0435\u043d\u043a\u0438 UMUX-LITE \u0432\u044b\u0447\u0442\u0438\u0442\u0435 \u0435\u0434\u0438\u043d\u0438\u0446\u0443 \u0438\u0437 \u043e\u0446\u0435\u043d\u043a\u0438 \u043a\u0430\u0436\u0434\u043e\u0433\u043e \u043f\u0443\u043d\u043a\u0442\u0430 \u0430\u043d\u043a\u0435\u0442\u044b. \u0421\u043b\u043e\u0436\u0438\u0442\u0435 \u043e\u0431\u0435 \u044d\u0442\u0438 \u0441\u043a\u043e\u0440\u0440\u0435\u043a\u0442\u0438\u0440\u043e\u0432\u0430\u043d\u043d\u044b\u0435 \u043e\u0446\u0435\u043d\u043a\u0438 \u0438 \u0440\u0430\u0437\u0434\u0435\u043b\u0438\u0442\u0435 \u0438\u0445 \u0441\u0443\u043c\u043c\u0443 \u043d\u0430 12. \u0423\u043c\u043d\u043e\u0436\u044c\u0442\u0435 \u044d\u0442\u043e \u0447\u0438\u0441\u043b\u043e \u043d\u0430 100. \u0427\u0442\u043e\u0431\u044b \u0441\u0440\u0430\u0432\u043d\u0438\u0442\u044c \u0432\u0430\u0448\u0438 \u043e\u0446\u0435\u043d\u043a\u0438 UMUX-LITE \u0441 \u043e\u0446\u0435\u043d\u043a\u0430\u043c\u0438 SUS, \u0432\u0430\u043c \u043d\u0435\u043e\u0431\u0445\u043e\u0434\u0438\u043c\u043e \u043f\u0440\u0435\u043e\u0431\u0440\u0430\u0437\u043e\u0432\u0430\u0442\u044c \u0432\u0430\u0448\u0438 \u043e\u0446\u0435\u043d\u043a\u0438 UMUM-LITE \u0441 \u043f\u043e\u043c\u043e\u0449\u044c\u044e \u0443\u0440\u0430\u0432\u043d\u0435\u043d\u0438\u044f \u0440\u0435\u0433\u0440\u0435\u0441\u0441\u0438\u0438." } } ] }</script> </div> <footer class="entry-meta" aria-label="Entry meta" data-no-translation-aria-label=""> <span class="cat-links"><span class="screen-reader-text">Categories </span><a href="https://topuser.pro/en/konversia-usabiliti-seo/" rel="category tag">All Cases</a></span> <span class="tags-links"><span class="screen-reader-text">Tags </span><a href="https://topuser.pro/en/tag/sus/" rel="tag">SUS</a>, <a href="https://topuser.pro/en/tag/shkala-juzabiliti-sistemy/" rel="tag">System usability scale</a>, <a href="https://topuser.pro/en/tag/juzabiliti/" rel="tag">Usability</a>, <a href="https://topuser.pro/en/tag/juzabiliti-audit/" rel="tag">Usability audit</a>, <a href="https://topuser.pro/en/tag/juzabiliti-sajtov/" rel="tag">Usability of sites</a></span> <span class="comments-link"><a href="https://topuser.pro/en/sus-system-user-ability-assessment/#comments" data-no-translation="" data-trp-gettext="">2 Comments</a></span> </footer> </div> </article> <article id="post-6634" class="post-6634 post type-post status-publish format-standard has-post-thumbnail hentry category-ux-design-saita category-konversia-usabiliti-seo category-yuzabiliti-sajta tag-usability tag-ii tag-iskusstvennyj-intellekt tag-juzabiliti tag-juzabiliti-sajtov" itemtype="https://schema.org/CreativeWork" itemscope> <div class="inside-article"> <header class="entry-header" aria-label="Content" data-no-translation-aria-label=""> <h2 class="entry-title" itemprop="headline"><a href="https://topuser.pro/en/usability-ux-along-artificial-intelligence-2020-2021/" rel="bookmark">Usability | UX | along with Artificial Intelligence in 2020/2021.</a></h2> <div class="entry-meta"> <span class="posted-on"><time class="updated" datetime="2021-02-25T15:18:16+03:00" itemprop="dateModified">February 25, 2021</time><time class="entry-date published" datetime="2021-01-11T01:00:00+03:00" itemprop="datePublished">January 11, 2021</time></span> <span class="byline">by <span class="author vcard" itemprop="author" itemtype="https://schema.org/Person" itemscope><a class="url fn n" href="https://topuser.pro/en/author/andre-smetana/" title="View all posts by Andre Smetana" rel="author" itemprop="url" data-no-translation-title=""><span class="author-name" itemprop="name">Andre Smetana</span></a></span></span> </div> </header> <div class="post-image"> <a href="https://topuser.pro/en/usability-ux-along-artificial-intelligence-2020-2021/"> <img width="960" height="640" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20960%20640'%3E%3C/svg%3E" class="attachment-full size-full wp-post-image" alt="Usability and Artificial Intelligence" itemprop="image" decoding="async" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2019/09/uzabiliti-iskusstvenii-intellekt.jpg 960w, https://topuser.pro/wp-content/uploads/2019/09/uzabiliti-iskusstvenii-intellekt-300x200.jpg 300w, https://topuser.pro/wp-content/uploads/2019/09/uzabiliti-iskusstvenii-intellekt-600x400.jpg 600w, https://topuser.pro/wp-content/uploads/2019/09/uzabiliti-iskusstvenii-intellekt-768x512.jpg 768w, https://topuser.pro/wp-content/uploads/2019/09/uzabiliti-iskusstvenii-intellekt-560x373.jpg 560w" data-lazy-sizes="(max-width: 960px) 100vw, 960px" data-lazy-src="https://topuser.pro/wp-content/uploads/2019/09/uzabiliti-iskusstvenii-intellekt.jpg" /><noscript><img width="960" height="640" src="https://topuser.pro/wp-content/uploads/2019/09/uzabiliti-iskusstvenii-intellekt.jpg" class="attachment-full size-full wp-post-image" alt="Usability and Artificial Intelligence" itemprop="image" decoding="async" srcset="https://topuser.pro/wp-content/uploads/2019/09/uzabiliti-iskusstvenii-intellekt.jpg 960w, https://topuser.pro/wp-content/uploads/2019/09/uzabiliti-iskusstvenii-intellekt-300x200.jpg 300w, https://topuser.pro/wp-content/uploads/2019/09/uzabiliti-iskusstvenii-intellekt-600x400.jpg 600w, https://topuser.pro/wp-content/uploads/2019/09/uzabiliti-iskusstvenii-intellekt-768x512.jpg 768w, https://topuser.pro/wp-content/uploads/2019/09/uzabiliti-iskusstvenii-intellekt-560x373.jpg 560w" sizes="(max-width: 960px) 100vw, 960px" /></noscript> </a> </div> <div class="entry-content" itemprop="text"> <p>Artificial Intelligence (AI) is paving the way for impacting the lives of both businesses and individuals. Now in 2020, the functionality and features that AI offers have made it popular across many industries. Experts have already made adjustments to projects to include AI in their company's proposals. AI can also provide solutions to UX design problems.</p> <br><br><iframe width="560" height="315" src="https://www.youtube.com/embed/P8P9sL6_CDg" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen=""></iframe><br><br><br> <p></p> <h2 class="wp-block-heading">The UX design profession has a positive effect on AI.</h2> <p>The arrival of AI is a fact that will affect all professions and professionals. UX design can use artificial intelligence to solve most problems. <a href="https://topuser.pro/en/what-is-ux/">User experience (UX) is the simplification, usability and ease of use of the site by the user</a>... UX removes every possible obstacle people face when working on their computers and mobile phones. UX makes it easy to browse your site and optimize your mobile.</p> <blockquote class="wp-block-quote"><p>UX design thus works hand in hand with AI to become a savior for every customer on the website and mobile device of the business.</p></blockquote> <p>User experience (UX) design is a way of formulating products that deliver a meaningful and consistent experience across all the pages of your site - directly to the user. The entire design process is integrated into your product, including adding perspectives on branding, layout, features, and usability.</p> <h2 class="wp-block-heading"><a href="https://topuser.pro/en/usability-audit-of-the-site-order-ux/">UX</a> ensures that all the obvious obstacles the customer is facing are no longer a problem.</h2> <p>UX design cannot be supported by developers only. Automation must be added for superior performance, and this is ideal for AI. </p> <p>The use of AI on your system changes the level of difficulty a user will encounter on your site. UX designers face this problem alone. No website is perfect, but your UX Designer will help you make your website the best it can be.</p> <p>The way your site looks and the quality of optimization through automation and artificial intelligence will determine your clicks and your views. Your design and UX optimization will determine your sales and customer experience. A UX expert can keep your website in good shape with <a href="https://topuser.pro/en/uvelishenie-konversii-testirovanie/">high conversion</a> and AI will help maintain it.</p> <p>The advancement of artificial intelligence and efforts to improve artificial intelligence have brought exciting innovations to the entire industry. Medical research, big data, and autonomous transportation are just some of the applications emerging from the expansion of AI.</p> <h2 class="wp-block-heading"><strong>Artificial intelligence is growing rapidly</strong>.</h2> <p>AI aims to simplify everything on the site. The technology offers the customer a reliable and user-friendly experience.</p> <figure class="wp-block-image"><img loading="lazy" decoding="async" width="960" height="642" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20960%20642'%3E%3C/svg%3E" alt="AI and UX" class="wp-image-6638" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2019/09/artificial-intelligence-ux.jpg 960w, https://topuser.pro/wp-content/uploads/2019/09/artificial-intelligence-ux-300x201.jpg 300w, https://topuser.pro/wp-content/uploads/2019/09/artificial-intelligence-ux-600x401.jpg 600w, https://topuser.pro/wp-content/uploads/2019/09/artificial-intelligence-ux-768x514.jpg 768w, https://topuser.pro/wp-content/uploads/2019/09/artificial-intelligence-ux-560x375.jpg 560w" data-lazy-sizes="(max-width: 960px) 100vw, 960px" data-lazy-src="https://topuser.pro/wp-content/uploads/2019/09/artificial-intelligence-ux.jpg" /><noscript><img loading="lazy" decoding="async" width="960" height="642" src="https://topuser.pro/wp-content/uploads/2019/09/artificial-intelligence-ux.jpg" alt="AI and UX" class="wp-image-6638" srcset="https://topuser.pro/wp-content/uploads/2019/09/artificial-intelligence-ux.jpg 960w, https://topuser.pro/wp-content/uploads/2019/09/artificial-intelligence-ux-300x201.jpg 300w, https://topuser.pro/wp-content/uploads/2019/09/artificial-intelligence-ux-600x401.jpg 600w, https://topuser.pro/wp-content/uploads/2019/09/artificial-intelligence-ux-768x514.jpg 768w, https://topuser.pro/wp-content/uploads/2019/09/artificial-intelligence-ux-560x375.jpg 560w" sizes="(max-width: 960px) 100vw, 960px" /></noscript></figure> <p>To better understand AI, consider social media platforms. Even a child can learn to use social media with ease. Artificial intelligence is what works and presents you with content that draws in and pulls in sites with smoothness and attention. The AI algorithm does its best to offer the user messages and experiences based on their interests - all of which allow it to constantly run in the background.</p> <h2 class="wp-block-heading"><strong>Put your AI and UX together and see how it all works.<br></strong></h2> <p>Artificial intelligence is what allows machines to collect data and focus on human interests. As a result, it offers user-centric choices.</p> <div class="wp-block-image"><figure class="aligncenter"><img loading="lazy" decoding="async" width="226" height="340" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20226%20340'%3E%3C/svg%3E" alt="usability and artificial intelligence" class="wp-image-6635" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2019/09/ii-ux.jpg 226w, https://topuser.pro/wp-content/uploads/2019/09/ii-ux-199x300.jpg 199w" data-lazy-sizes="(max-width: 226px) 100vw, 226px" data-lazy-src="https://topuser.pro/wp-content/uploads/2019/09/ii-ux.jpg" /><noscript><img loading="lazy" decoding="async" width="226" height="340" src="https://topuser.pro/wp-content/uploads/2019/09/ii-ux.jpg" alt="usability and artificial intelligence" class="wp-image-6635" srcset="https://topuser.pro/wp-content/uploads/2019/09/ii-ux.jpg 226w, https://topuser.pro/wp-content/uploads/2019/09/ii-ux-199x300.jpg 199w" sizes="(max-width: 226px) 100vw, 226px" /></noscript></figure></div> <p>Suppose you are doing one operation for your office per day by yourself. You think about automation first, and it's fast and efficient. By using AI algorithms in your office, you can still automate, but now if you've optimized your UX, your AI will keep your website filled with details and logic to work in the best interest of your site visitors. AI will make the overall experience of your website visitor a customer-specific action.</p> <h2 class="wp-block-heading"><strong>See how AI affects UX.</strong></h2> <h2 class="wp-block-heading"><strong># 1 - "Feeling" from person to person happens with online chat rooms.<br></strong></h2> <div class="wp-block-image"><figure class="aligncenter"><img loading="lazy" decoding="async" width="604" height="340" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20604%20340'%3E%3C/svg%3E" alt="AI chat" class="wp-image-6636" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2019/09/chat-ii.jpg 604w, https://topuser.pro/wp-content/uploads/2019/09/chat-ii-300x169.jpg 300w, https://topuser.pro/wp-content/uploads/2019/09/chat-ii-600x338.jpg 600w, https://topuser.pro/wp-content/uploads/2019/09/chat-ii-360x203.jpg 360w, https://topuser.pro/wp-content/uploads/2019/09/chat-ii-560x315.jpg 560w, https://topuser.pro/wp-content/uploads/2019/09/chat-ii-260x147.jpg 260w, https://topuser.pro/wp-content/uploads/2019/09/chat-ii-480x271.jpg 480w" data-lazy-sizes="(max-width: 604px) 100vw, 604px" data-lazy-src="https://topuser.pro/wp-content/uploads/2019/09/chat-ii.jpg" /><noscript><img loading="lazy" decoding="async" width="604" height="340" src="https://topuser.pro/wp-content/uploads/2019/09/chat-ii.jpg" alt="AI chat" class="wp-image-6636" srcset="https://topuser.pro/wp-content/uploads/2019/09/chat-ii.jpg 604w, https://topuser.pro/wp-content/uploads/2019/09/chat-ii-300x169.jpg 300w, https://topuser.pro/wp-content/uploads/2019/09/chat-ii-600x338.jpg 600w, https://topuser.pro/wp-content/uploads/2019/09/chat-ii-360x203.jpg 360w, https://topuser.pro/wp-content/uploads/2019/09/chat-ii-560x315.jpg 560w, https://topuser.pro/wp-content/uploads/2019/09/chat-ii-260x147.jpg 260w, https://topuser.pro/wp-content/uploads/2019/09/chat-ii-480x271.jpg 480w" sizes="(max-width: 604px) 100vw, 604px" /></noscript></figure></div> <p>It looks like the live chat feature on the site makes things much easier for site visitors. By integrating the AI / UX system into your website, chatbots will work for you. BB-powered chatbots will ensure that your customer experiences a user-centric experience when they visit your site.</p> <h2 class="wp-block-heading"><strong># 2 - Improved user experience.</strong></h2> <div class="wp-block-image"><figure class="aligncenter"><img loading="lazy" decoding="async" width="812" height="720" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20812%20720'%3E%3C/svg%3E" alt="User experience" class="wp-image-6637" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2019/09/polzovatelskii-opit.png 812w, https://topuser.pro/wp-content/uploads/2019/09/polzovatelskii-opit-300x266.png 300w, https://topuser.pro/wp-content/uploads/2019/09/polzovatelskii-opit-600x532.png 600w, https://topuser.pro/wp-content/uploads/2019/09/polzovatelskii-opit-768x681.png 768w, https://topuser.pro/wp-content/uploads/2019/09/polzovatelskii-opit-560x497.png 560w" data-lazy-sizes="(max-width: 812px) 100vw, 812px" data-lazy-src="https://topuser.pro/wp-content/uploads/2019/09/polzovatelskii-opit.png" /><noscript><img loading="lazy" decoding="async" width="812" height="720" src="https://topuser.pro/wp-content/uploads/2019/09/polzovatelskii-opit.png" alt="User experience" class="wp-image-6637" srcset="https://topuser.pro/wp-content/uploads/2019/09/polzovatelskii-opit.png 812w, https://topuser.pro/wp-content/uploads/2019/09/polzovatelskii-opit-300x266.png 300w, https://topuser.pro/wp-content/uploads/2019/09/polzovatelskii-opit-600x532.png 600w, https://topuser.pro/wp-content/uploads/2019/09/polzovatelskii-opit-768x681.png 768w, https://topuser.pro/wp-content/uploads/2019/09/polzovatelskii-opit-560x497.png 560w" sizes="(max-width: 812px) 100vw, 812px" /></noscript></figure></div> <p>When it comes to understanding the diverse needs and requirements of a user, AI can work wonders. This algorithm is entirely designed to collect data and user actions. </p> <p>It will offer the user an efficient and user-centered experience. Design and mechanical learning work together in an engaging and memorable format that enhances the AI experience.</p> <p>AI plays a huge and influential role in the UX design space. AI is a huge step forward for usability developers who are wise enough to make the two work together. As tools continue to evolve, designers will undoubtedly adopt new approaches and take advantage of new technologies.</p> <h2 class="wp-block-heading"><strong>Conclusion</strong>.</h2> <p>The continuous growth of information is paving the way for artificial intelligence and usability development to become interoperable in future technologies, both on websites and for the Internet of Things. Creating practical end-to-end solutions with the latest in automated web designs will enable you to create a bright future for your business. </p> <section class="sc_fs_faq sc_card"> <div> <h2>✓ Who is a usability designer?</h2> <div> <p> A usability or Ux designer is a person who develops designs based on user behavior. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h2>✓ Who is Uxer?</h2> <div> <p> A specialist who develops the design, texts and forms of interaction with the site by A / B testing of his ideas. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h2>✓ What is UX?</h2> <div> <p> User Experience or translated User Experience. Actions that a user takes on the site on the way to buying a product, registering or another action for which the site was made. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h2>✓ How does AI help in Usability?</h2> <div> <p> Artificial intelligence is capable of conducting thousands of times more tests than humans. This makes it an indispensable companion for Uxer. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h2>✓ Will AI replace UX designers?</h2> <div> <p> The role of a UX designer will not become obsolete due to cutting edge technology. AI is a huge opportunity, not a threat. However, it can be argued that artificial intelligence will replace modern designers and change the role that we know. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h2>✓ How is AI applied in design?</h2> <div> <p> AI designers can create designs faster and cheaper thanks to the increased speed and efficiency it offers. AI's strength will lie in the speed with which it can analyze massive amounts of data and suggest design adjustments. The designer can then select and approve adjustments based on this data. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h2>✓ Is UX Dying?</h2> <div> <p> UX isn't going anywhere. However, the role of user interaction is to first take into account the needs of the users, and then, through an iterative process, shape and create the final solution that we will always need. 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itemscope> <div class="inside-article"> <header class="entry-header" aria-label="Content" data-no-translation-aria-label=""> <h2 class="entry-title" itemprop="headline"><a href="https://topuser.pro/en/how-add-social-icons-to-your-website/" rel="bookmark">How to add social icons to your website.</a></h2> <div class="entry-meta"> <span class="posted-on"><time class="updated" datetime="2021-02-25T11:24:57+03:00" itemprop="dateModified">February 25, 2021</time><time class="entry-date published" datetime="2021-01-11T01:00:00+03:00" itemprop="datePublished">January 11, 2021</time></span> <span class="byline">by <span class="author vcard" itemprop="author" itemtype="https://schema.org/Person" itemscope><a class="url fn n" href="https://topuser.pro/en/author/andre-smetana/" title="View all posts by Andre Smetana" rel="author" itemprop="url" data-no-translation-title=""><span class="author-name" itemprop="name">Andre Smetana</span></a></span></span> </div> </header> <div class="post-image"> <a href="https://topuser.pro/en/how-add-social-icons-to-your-website/"> <img width="940" height="788" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20940%20788'%3E%3C/svg%3E" class="attachment-full size-full wp-post-image" alt="Social networks" itemprop="image" decoding="async" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2019/07/socialnii-seti.jpg 940w, https://topuser.pro/wp-content/uploads/2019/07/socialnii-seti-300x251.jpg 300w, https://topuser.pro/wp-content/uploads/2019/07/socialnii-seti-600x503.jpg 600w, https://topuser.pro/wp-content/uploads/2019/07/socialnii-seti-768x644.jpg 768w, https://topuser.pro/wp-content/uploads/2019/07/socialnii-seti-560x469.jpg 560w" data-lazy-sizes="(max-width: 940px) 100vw, 940px" data-lazy-src="https://topuser.pro/wp-content/uploads/2019/07/socialnii-seti.jpg" /><noscript><img width="940" height="788" src="https://topuser.pro/wp-content/uploads/2019/07/socialnii-seti.jpg" class="attachment-full size-full wp-post-image" alt="Social networks" itemprop="image" decoding="async" srcset="https://topuser.pro/wp-content/uploads/2019/07/socialnii-seti.jpg 940w, https://topuser.pro/wp-content/uploads/2019/07/socialnii-seti-300x251.jpg 300w, https://topuser.pro/wp-content/uploads/2019/07/socialnii-seti-600x503.jpg 600w, https://topuser.pro/wp-content/uploads/2019/07/socialnii-seti-768x644.jpg 768w, https://topuser.pro/wp-content/uploads/2019/07/socialnii-seti-560x469.jpg 560w" sizes="(max-width: 940px) 100vw, 940px" /></noscript> </a> </div> <div class="entry-content" itemprop="text"> <p>From a simple link to an embedded feed, millions of websites are integrating into social media.</p> <p>Why not? This is perfect.</p> <p><strong>The goals of social media marketing are to promote content, serve customers, and build relationships.</strong> </p> <p>Thus, you must connect your site to social media in every possible way.</p> <p>There are quite a few options for connecting a website to social media. networks. </p> <p><strong>The five main types of social media integrations are:</strong></p> <ol><li>Social Icons Networks</li><li>Social Share Buttons</li><li>Facebook social widgets</li><li>Single sign-on (allows visitors to create a new account or sign in using social credentials)</li><li>Built-in social channel</li></ol> <p>There are thousands of best practice articles and practical tips for each of these options. Therefore, instead of another guide, we show <strong>how NOT to connect social networks</strong> to the website.</p> <blockquote class="wp-block-quote"><p>Sometimes social media integration is awkward, distracting and ineffective.</p></blockquote> <br><br><iframe width="560" height="315" src="https://www.youtube.com/embed/tTQ6I3n1Qu4" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen=""></iframe><br><br><br> <h2 class="wp-block-heading"><strong>1. Do not put social icons in the header of the site</strong>.</h2> <p>Website headers have big colorful social media icons. And because they are colorful, they are often at the top of the visual hierarchy, the most visually visible element on a page.</p> <p>Imagine that you are going to a store, and the largest sign says "exit". Would this be helpful? Probably no. Then why are there big exit signs on every page of your site?</p> <p>Don't encourage your site visitors to leave. Don't invite them to leave your site.</p> <p>Sending a visitor to a social media platform gives them the opportunity to profit from a billion dollar company that is fully focused on retaining and monetizing that visitor. Is this good for your marketing?</p> <p>This is how it looks in the header:</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="600" height="309" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20600%20309'%3E%3C/svg%3E" alt="Social icons" class="wp-image-10961" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2019/07/vid-v-poiske.png 600w, https://topuser.pro/wp-content/uploads/2019/07/vid-v-poiske-300x155.png 300w" data-lazy-sizes="(max-width: 600px) 100vw, 600px" data-lazy-src="https://topuser.pro/wp-content/uploads/2019/07/vid-v-poiske.png" /><noscript><img loading="lazy" decoding="async" width="600" height="309" src="https://topuser.pro/wp-content/uploads/2019/07/vid-v-poiske.png" alt="Social icons" class="wp-image-10961" srcset="https://topuser.pro/wp-content/uploads/2019/07/vid-v-poiske.png 600w, https://topuser.pro/wp-content/uploads/2019/07/vid-v-poiske-300x155.png 300w" sizes="(max-width: 600px) 100vw, 600px" /></noscript></figure> <p>A little research on web design standards found that in 2015, 26% of the top marketing sites had social icons in the header. In 2019, that number dropped to 20%. This is going out of style.</p> <h2 class="wp-block-heading"><strong>The best way to add your social icons</strong>.</h2> <p>We recommend that you move them to the footer and gray out them. Here they can be found by people who want to follow, share and mention you. And they will not motivate visitors to leave the site.</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="600" height="236" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20600%20236'%3E%3C/svg%3E" alt="Gray social media buttons" class="wp-image-11921" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2019/07/serye-knopki-socialnyh-setej.jpg 600w, https://topuser.pro/wp-content/uploads/2019/07/serye-knopki-socialnyh-setej-300x118.jpg 300w" data-lazy-sizes="(max-width: 600px) 100vw, 600px" data-lazy-src="https://topuser.pro/wp-content/uploads/2019/07/serye-knopki-socialnyh-setej.jpg" /><noscript><img loading="lazy" decoding="async" width="600" height="236" src="https://topuser.pro/wp-content/uploads/2019/07/serye-knopki-socialnyh-setej.jpg" alt="Gray social media buttons" class="wp-image-11921" srcset="https://topuser.pro/wp-content/uploads/2019/07/serye-knopki-socialnyh-setej.jpg 600w, https://topuser.pro/wp-content/uploads/2019/07/serye-knopki-socialnyh-setej-300x118.jpg 300w" sizes="(max-width: 600px) 100vw, 600px" /></noscript></figure> <p>Note that the email sign up button (a more valuable interaction for the brand) is more visible. Social media buttons (which are less significant to the brand) are less visible.</p> <h2 class="wp-block-heading"><strong>This is not legal advice, but ...</strong></h2> <p>Twitter doesn't want you to spoil their logo. </p> <p>This may in fact be a trademark infringement of those companies, as you are modifying their logos, which are registered trademarks. I have never heard of any legal action.</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="800" height="584" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20584'%3E%3C/svg%3E" alt="Social icon" class="wp-image-11923" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2019/07/ne-menyajte-logotip-tvittera.jpg 800w, https://topuser.pro/wp-content/uploads/2019/07/ne-menyajte-logotip-tvittera-300x219.jpg 300w, https://topuser.pro/wp-content/uploads/2019/07/ne-menyajte-logotip-tvittera-768x561.jpg 768w, https://topuser.pro/wp-content/uploads/2019/07/ne-menyajte-logotip-tvittera-600x438.jpg 600w" data-lazy-sizes="(max-width: 800px) 100vw, 800px" data-lazy-src="https://topuser.pro/wp-content/uploads/2019/07/ne-menyajte-logotip-tvittera.jpg" /><noscript><img loading="lazy" decoding="async" width="800" height="584" src="https://topuser.pro/wp-content/uploads/2019/07/ne-menyajte-logotip-tvittera.jpg" alt="Social icon" class="wp-image-11923" srcset="https://topuser.pro/wp-content/uploads/2019/07/ne-menyajte-logotip-tvittera.jpg 800w, https://topuser.pro/wp-content/uploads/2019/07/ne-menyajte-logotip-tvittera-300x219.jpg 300w, https://topuser.pro/wp-content/uploads/2019/07/ne-menyajte-logotip-tvittera-768x561.jpg 768w, https://topuser.pro/wp-content/uploads/2019/07/ne-menyajte-logotip-tvittera-600x438.jpg 600w" sizes="(max-width: 800px) 100vw, 800px" /></noscript></figure> <h2 class="wp-block-heading"><strong>What social icons do your visitors click most often?</strong></h2> <p>Few people ever check, but the question can be answered through Google Analytics.</p> <p>By default, GA only tracks movement from page to page, not every exit from the site. But if you set up event tracking for exit clicks, you can see which ones are clicked on any page. Here is the URL of each click for each exit from the website from our home page.</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="800" height="427" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20427'%3E%3C/svg%3E" alt="Social media clicks" class="wp-image-11924" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2019/07/kliki-po-socialnym-setyam.jpg 800w, https://topuser.pro/wp-content/uploads/2019/07/kliki-po-socialnym-setyam-300x160.jpg 300w, https://topuser.pro/wp-content/uploads/2019/07/kliki-po-socialnym-setyam-768x410.jpg 768w, https://topuser.pro/wp-content/uploads/2019/07/kliki-po-socialnym-setyam-600x320.jpg 600w" data-lazy-sizes="(max-width: 800px) 100vw, 800px" data-lazy-src="https://topuser.pro/wp-content/uploads/2019/07/kliki-po-socialnym-setyam.jpg" /><noscript><img loading="lazy" decoding="async" width="800" height="427" src="https://topuser.pro/wp-content/uploads/2019/07/kliki-po-socialnym-setyam.jpg" alt="Social media clicks" class="wp-image-11924" srcset="https://topuser.pro/wp-content/uploads/2019/07/kliki-po-socialnym-setyam.jpg 800w, https://topuser.pro/wp-content/uploads/2019/07/kliki-po-socialnym-setyam-300x160.jpg 300w, https://topuser.pro/wp-content/uploads/2019/07/kliki-po-socialnym-setyam-768x410.jpg 768w, https://topuser.pro/wp-content/uploads/2019/07/kliki-po-socialnym-setyam-600x320.jpg 600w" sizes="(max-width: 800px) 100vw, 800px" /></noscript></figure> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="800" height="360" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20360'%3E%3C/svg%3E" alt="Percentage of clicks on icons for each social network" class="wp-image-11926" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2019/07/procenty-klikov-na-kazhduyu-socialnuyu-set.jpg 800w, https://topuser.pro/wp-content/uploads/2019/07/procenty-klikov-na-kazhduyu-socialnuyu-set-300x135.jpg 300w, https://topuser.pro/wp-content/uploads/2019/07/procenty-klikov-na-kazhduyu-socialnuyu-set-768x346.jpg 768w, https://topuser.pro/wp-content/uploads/2019/07/procenty-klikov-na-kazhduyu-socialnuyu-set-600x270.jpg 600w" data-lazy-sizes="(max-width: 800px) 100vw, 800px" data-lazy-src="https://topuser.pro/wp-content/uploads/2019/07/procenty-klikov-na-kazhduyu-socialnuyu-set.jpg" /><noscript><img loading="lazy" decoding="async" width="800" height="360" src="https://topuser.pro/wp-content/uploads/2019/07/procenty-klikov-na-kazhduyu-socialnuyu-set.jpg" alt="Percentage of clicks on icons for each social network" class="wp-image-11926" srcset="https://topuser.pro/wp-content/uploads/2019/07/procenty-klikov-na-kazhduyu-socialnuyu-set.jpg 800w, https://topuser.pro/wp-content/uploads/2019/07/procenty-klikov-na-kazhduyu-socialnuyu-set-300x135.jpg 300w, https://topuser.pro/wp-content/uploads/2019/07/procenty-klikov-na-kazhduyu-socialnuyu-set-768x346.jpg 768w, https://topuser.pro/wp-content/uploads/2019/07/procenty-klikov-na-kazhduyu-socialnuyu-set-600x270.jpg 600w" sizes="(max-width: 800px) 100vw, 800px" /></noscript></figure> <p>Your social media icons are like a survey showing which social media your audience is using.</p> <h2 class="wp-block-heading"><strong>Where is the best place to add social icons?</strong></h2> <p>Aside from the footer, here are three of the best, most effective places to invite visitors to follow you on social media.</p> <ul><li><strong>On the vacancies page. </strong>Visitors to this page are motivated. They are professionals looking for work. Let them know you're posting jobs on social media and invite them to follow you on social media. networks.</li><li><strong>In the blog.</strong> Share buttons. But blogs can do even more to grow your social media. pages. Try writing a text call to action and motivating your visitors to subscribe to your social media pages.</li><li><strong>On the thank you page, </strong>Thank you page is a great way to get more value from the same visitors. They became a subscriber, client or job seeker, why not offer them something else? Add a CTA (Call to Action) and encourage them to follow your brand.<br><br></li></ul> <h2 class="wp-block-heading"><strong>2. Don't mess with dead accounts</strong></h2> <p>Websites all over the place link to social media accounts that are barely active or completely dead. It's like a broken link or a disconnected phone.</p> <p>So when should you add a social media icon?</p> <p>When this social network is a key part of your internet marketing strategy. Before adding a Facebook or Twitter icon to a new site, ask yourself two questions.</p> <ol><li><strong>Do you post content there all the time? </strong>(active publishing channel) <br>The social network has at least as much relevant content as your website.</li><li><strong>Do you communicate with people on this social network? </strong>(active network channel) <br>You are not just present, but you are communicating with people, communicating and building relationships. If someone asks a question, you answer it.</li></ol> <p>The answer must be yes for both. If not, postpone social media integration until you have a social media strategy. It is much better not to have icons than buttons that lead nowhere.</p> <p><strong>The next question is where to put these social icons?</strong></p> <h2 class="wp-block-heading"><strong>3. Don't add share buttons to service pages</strong>.</h2> <p>Have you ever shared a service page? Have you ever seen someone share a service page? <strong>This almost never happens.</strong></p> <p>The job of a service page is to turn visitors into leads. Social media buttons are just distracting, especially if they're big and bright. They add visual noise, but not value, so they should be removed. Cut them out and remove the WordPress plugin that added them.</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="800" height="646" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20646'%3E%3C/svg%3E" alt="UX advice. Don't add share buttons to service pages" class="wp-image-10993" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2019/07/ux-sovet-ne-dobavlyajte-knopki-obshchego-dostupa-na-sluzhebnye-stranicy.jpg 800w, https://topuser.pro/wp-content/uploads/2019/07/ux-sovet-ne-dobavlyajte-knopki-obshchego-dostupa-na-sluzhebnye-stranicy-300x242.jpg 300w, https://topuser.pro/wp-content/uploads/2019/07/ux-sovet-ne-dobavlyajte-knopki-obshchego-dostupa-na-sluzhebnye-stranicy-600x485.jpg 600w, https://topuser.pro/wp-content/uploads/2019/07/ux-sovet-ne-dobavlyajte-knopki-obshchego-dostupa-na-sluzhebnye-stranicy-768x620.jpg 768w" data-lazy-sizes="(max-width: 800px) 100vw, 800px" data-lazy-src="https://topuser.pro/wp-content/uploads/2019/07/ux-sovet-ne-dobavlyajte-knopki-obshchego-dostupa-na-sluzhebnye-stranicy.jpg" /><noscript><img loading="lazy" decoding="async" width="800" height="646" src="https://topuser.pro/wp-content/uploads/2019/07/ux-sovet-ne-dobavlyajte-knopki-obshchego-dostupa-na-sluzhebnye-stranicy.jpg" alt="UX advice. Don't add share buttons to service pages" class="wp-image-10993" srcset="https://topuser.pro/wp-content/uploads/2019/07/ux-sovet-ne-dobavlyajte-knopki-obshchego-dostupa-na-sluzhebnye-stranicy.jpg 800w, https://topuser.pro/wp-content/uploads/2019/07/ux-sovet-ne-dobavlyajte-knopki-obshchego-dostupa-na-sluzhebnye-stranicy-300x242.jpg 300w, https://topuser.pro/wp-content/uploads/2019/07/ux-sovet-ne-dobavlyajte-knopki-obshchego-dostupa-na-sluzhebnye-stranicy-600x485.jpg 600w, https://topuser.pro/wp-content/uploads/2019/07/ux-sovet-ne-dobavlyajte-knopki-obshchego-dostupa-na-sluzhebnye-stranicy-768x620.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /></noscript></figure> <h2 class="wp-block-heading"><strong>What about buttons on e-commerce product pages?</strong></h2> <p>Do people ever share products? Yes, but almost never. When we looked at an e-commerce website and compared page views (Google Analytics) to social promotions (Buzzsumo), we found that promotions like this are rare.</p> <p>Only when the audience is passionate about the product are there any promotions at all.</p> <p>In the Vienna Beef online catalog, the most popular products are divided by about 1 in 1000 visitors. And these promotions are almost all on Facebook.</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="800" height="475" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20475'%3E%3C/svg%3E" alt="Even a great product is shared by 1 in 1000 visitors" class="wp-image-11928" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2019/07/dazhe-otlichnyj-produkt-delitsya-1-iz-1000-posetitelej.jpg 800w, https://topuser.pro/wp-content/uploads/2019/07/dazhe-otlichnyj-produkt-delitsya-1-iz-1000-posetitelej-300x178.jpg 300w, https://topuser.pro/wp-content/uploads/2019/07/dazhe-otlichnyj-produkt-delitsya-1-iz-1000-posetitelej-768x456.jpg 768w, https://topuser.pro/wp-content/uploads/2019/07/dazhe-otlichnyj-produkt-delitsya-1-iz-1000-posetitelej-600x356.jpg 600w" data-lazy-sizes="(max-width: 800px) 100vw, 800px" data-lazy-src="https://topuser.pro/wp-content/uploads/2019/07/dazhe-otlichnyj-produkt-delitsya-1-iz-1000-posetitelej.jpg" /><noscript><img loading="lazy" decoding="async" width="800" height="475" src="https://topuser.pro/wp-content/uploads/2019/07/dazhe-otlichnyj-produkt-delitsya-1-iz-1000-posetitelej.jpg" alt="Even a great product is shared by 1 in 1000 visitors" class="wp-image-11928" srcset="https://topuser.pro/wp-content/uploads/2019/07/dazhe-otlichnyj-produkt-delitsya-1-iz-1000-posetitelej.jpg 800w, https://topuser.pro/wp-content/uploads/2019/07/dazhe-otlichnyj-produkt-delitsya-1-iz-1000-posetitelej-300x178.jpg 300w, https://topuser.pro/wp-content/uploads/2019/07/dazhe-otlichnyj-produkt-delitsya-1-iz-1000-posetitelej-768x456.jpg 768w, https://topuser.pro/wp-content/uploads/2019/07/dazhe-otlichnyj-produkt-delitsya-1-iz-1000-posetitelej-600x356.jpg 600w" sizes="(max-width: 800px) 100vw, 800px" /></noscript></figure> <p>With this in mind, we designed the share buttons to be less visually visible than the add to cart button. Because the goal is sales, not stocks.</p> <p>We found that the exchange of information between 1 and 1000 visitors (this is 0.001%).</p> <p>Therefore, set very low expectations for the stock on the product page and be very careful not to distract visitors from the buy button.</p> <h2 class="wp-block-heading"><strong>4. Don't show low numbers</strong>.</h2> <p>Social proof both ways. If the numbers are large, this is positive. If they are small it is negative, what does it do when the content looks unpopular? Sad.</p> <p>Don't be discouraged ... but keep an eye on your widgets.</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="784" height="556" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20784%20556'%3E%3C/svg%3E" alt="Don't show low numbers on social icons" class="wp-image-10963" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2019/07/ne-pokazyvajte-nizkie-cifry.png 784w, https://topuser.pro/wp-content/uploads/2019/07/ne-pokazyvajte-nizkie-cifry-300x213.png 300w, https://topuser.pro/wp-content/uploads/2019/07/ne-pokazyvajte-nizkie-cifry-600x426.png 600w, https://topuser.pro/wp-content/uploads/2019/07/ne-pokazyvajte-nizkie-cifry-768x545.png 768w" data-lazy-sizes="(max-width: 784px) 100vw, 784px" data-lazy-src="https://topuser.pro/wp-content/uploads/2019/07/ne-pokazyvajte-nizkie-cifry.png" /><noscript><img loading="lazy" decoding="async" width="784" height="556" src="https://topuser.pro/wp-content/uploads/2019/07/ne-pokazyvajte-nizkie-cifry.png" alt="Don't show low numbers on social icons" class="wp-image-10963" srcset="https://topuser.pro/wp-content/uploads/2019/07/ne-pokazyvajte-nizkie-cifry.png 784w, https://topuser.pro/wp-content/uploads/2019/07/ne-pokazyvajte-nizkie-cifry-300x213.png 300w, https://topuser.pro/wp-content/uploads/2019/07/ne-pokazyvajte-nizkie-cifry-600x426.png 600w, https://topuser.pro/wp-content/uploads/2019/07/ne-pokazyvajte-nizkie-cifry-768x545.png 768w" sizes="(max-width: 784px) 100vw, 784px" /></noscript></figure> <p>Choose your widgets carefully. If stakes are low on some networks, you can only show one cumulative number for all social networks. This is what many do. Or just use widgets without numbers.</p> <p>Simpler widgets have another advantage. They load faster.</p> <h2 class="wp-block-heading"><strong>5. Beware of Heavy Javascript</strong>.</h2> <p>Social icons are almost weightless. But social media widgets (share, subscribe, etc.) are created using Javascript. And in order to download, they have to communicate with servers on Facebook, Twitter, LinkedIn or Pinterest.</p> <p>These extra requests can increase the page load time by half a second or more, especially for fancy widgets.</p> <p><strong>There are several ways to avoid bloating the code that social widgets create:</strong></p> <ul><li>Use simple widgets ... avoid those with counters (promotions, fans, subscribers).</li><li>Use ultra-lightweight share buttons</li><li>Load social widgets using asynchronous Javascript so they don't have to load them one at a time ... or just program the site to load after the rest of the page has already loaded.</li></ul> <p>Worried that social widgets are slowing you down? Audit your pages with Lighthouse in Chrome Dev Tools.</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="800" height="403" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20403'%3E%3C/svg%3E" alt="Audit result" class="wp-image-10989" data-lazy-srcset="https://topuser.pro/wp-content/uploads/2019/07/rezultat-audita.jpg 800w, https://topuser.pro/wp-content/uploads/2019/07/rezultat-audita-300x151.jpg 300w, https://topuser.pro/wp-content/uploads/2019/07/rezultat-audita-600x302.jpg 600w, https://topuser.pro/wp-content/uploads/2019/07/rezultat-audita-768x387.jpg 768w" data-lazy-sizes="(max-width: 800px) 100vw, 800px" data-lazy-src="https://topuser.pro/wp-content/uploads/2019/07/rezultat-audita.jpg" /><noscript><img loading="lazy" decoding="async" width="800" height="403" src="https://topuser.pro/wp-content/uploads/2019/07/rezultat-audita.jpg" alt="Audit result" class="wp-image-10989" srcset="https://topuser.pro/wp-content/uploads/2019/07/rezultat-audita.jpg 800w, https://topuser.pro/wp-content/uploads/2019/07/rezultat-audita-300x151.jpg 300w, https://topuser.pro/wp-content/uploads/2019/07/rezultat-audita-600x302.jpg 600w, https://topuser.pro/wp-content/uploads/2019/07/rezultat-audita-768x387.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /></noscript></figure> <p>Make your brand social and representative on your website. And connect your site to the networks where you communicate. These are useful actions.</p> <blockquote class="wp-block-quote"><p>Link to social networks where you are active</p><p>Place social widgets so as not to distract visitors or slow down the site</p></blockquote> <p>Did you find this helpful? If so, you can <a href="https://www.facebook.com/Andrii.Smetana" target="_blank" rel="nofollow">join me on facebook</a>where I publish interesting articles <a href="https://www.youtube.com/channel/UCnZbkI3NVMQpTtGPK920PFw" target="_blank" rel="nofollow">or subscribe to Youtube channel</a>.</p> <p>Based on the article: https://www.orbitmedia.com/blog/website-social-media-integration/</p> <<iframe width = "560" height = "315" src = "https://www.youtube.com/embed/EPeF4sCmArI" frameborder = "0" allow = "accelerometer; autoplay; encrypted-media; gyroscope; picture-in- picture "allowfullscreen></iframe> <section class="sc_fs_faq sc_card"> <div> <h2>✓ Why do I need to integrate social networks into the site?</h2> <div> <p> To get an opportunity, users share your site or its services, news. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h2>✓ How to add a social media button to a store?</h2> <div> <p> Use a widget or appropriate plugin. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h2>✓ Why you shouldn't use social plugins networks with counters? </h2> <div> <p> Often, such plugins slow down the site a lot and increase the page open time from half a second to 6 or more. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h2>✓ Where is the best place to place social media buttons?</h2> <div> <p> On thank you pages, blogs, job site vacancies. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h2>✓ How to add social media icons to HTML?</h2> <div> <p> First, we have to enter the Html code in any text editor, or open an existing Html file in a text editor where we want to add sticky social media icons. <br>Now we need to place the cursor right after the tag <strong>title</strong> in tag <strong>head</strong> Html document and then attach the CDN link. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h2>✓ How to link an icon in HTML?</h2> <div> <p> To insert an icon, add the icon class name to any inline HTML element. The elements <strong>i</strong> and <strong>span </strong>are widely used for adding icons. All icons in the libraries are scalable vector icons that can be customized using CSS. </p> </div> </div> </section> <section class="sc_fs_faq sc_card"> <div> <h2>✓ How to add social media icons to Font Awesome?</h2> <div> <p> Go to the icons page on the Font Awesome website. Here you will see a list of the icons available for use. Any greyed out icons are actually part of the premium package, so you'll need to update them in order to use. </p> </div> </div> </section> <script type="application/ld+json">{ "@context": "https:\/\/schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "\u2713 Why do I need to integrate social networks into the site?", "acceptedAnswer": { "@type": "Answer", "text": "\u0414\u043b\u044f \u043f\u043e\u043b\u0443\u0447\u0435\u043d\u0438\u044f \u0432\u043e\u0437\u043c\u043e\u0436\u043d\u043e\u0441\u0442\u0438 \u043f\u043e\u043b\u044c\u0437\u043e\u0432\u0430\u0442\u0435\u043b\u044f\u043c \u0434\u0435\u043b\u0438\u0442\u0441\u044f \u0432\u0430\u0448\u0438\u043c \u0441\u0430\u0439\u0442\u043e\u043c \u0438\u043b\u0438 \u0435\u0433\u043e \u0443\u0441\u043b\u0443\u0433\u0430\u043c\u0438, \u043d\u043e\u0432\u043e\u0441\u0442\u044f\u043c\u0438." } }, { "@type": "Question", "name": "\u2713 How to add a social media button to a store?", "acceptedAnswer": { "@type": 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