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Detectie van usability problemen op een e-commerce website : de ‘late control approach’.

Timmerhuis, Merel (2014) Detectie van usability problemen op een e-commerce website : de ‘late control approach’.

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Abstract:Usability testing is an effective way of testing when it comes to improving the usability of e-commerce websites and increasing conversion. This will prevent customers going to the competitor. Usability testing helps to clear bottlenecks between the interaction of user and system and aims that the user quickly reaches his goal. This to keep him satisfied, handles transactions easier and to help them having a better understanding of the website (Elten, 2014). The usability of an e-commerce website determines how well and how easily a visitor can interact within the website. Common errors in websites, that causes conversion loss, are difficulties with navigation through the system, unclear action buttons, complex websites and a lack of search functions. In the current study, an e-commerce website was submitted to an usability evaluation test. The effectiveness of finding usability problems (hereafter referred to as UP’s) in usability testing is highly depending on the size and representativeness of the sample. To prevent user loss in conversion. A quantitative and effective usability evaluation was done. The focus was twofold. First, obtaining reliable insights into the usability of the website, using usability testing en severity ranking in data analysis. The second focus was based on the quality of the current design keeping in mind the origin of problems found followed up by giving optimal improvement recommendations. The general results show that for more quantitive and reliable estimations a larger sample size is neccesary (n). With the use of the LNBzt model we established that even 30 participants did not render an 85% for D, as proposed by Nielsen. We only reached an 49% level. We also didn’t reach our goal of 95%. When eliminating possible false positives we only reached 65% for D. Which is still not enough. When it comes to the current design of the e-commerce website, this is not sufficient for efficient task completion. The mail recommendations are in de field of: terminology (use the right words), the purpose on the homepage should be immediately clear, for searching cars there should be a full filter, and the product-information should be right.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology MSc (66604)
Link to this item:http://purl.utwente.nl/essays/65174
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