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Website optimisation teams are so much more effective when UX/Usability Consultants and AB/Multivariate Testing experts work closely together.
We have seen first-hand the difference this makes to the conversion rate optimisation process.
Why is the relationship so important?
There are few who would dispute the importance of testing new website optimisation ideas (hypotheses) in a live environment with real users using tools such as AB/Multivariate Testing software, before final implementation on the website.
But the optimisation ideas have to come from somewhere, and who is better qualified and has a greater understanding of user behaviour than the User Experience or Usability consultant?
Hundreds of hours spent watching and listening to users, sharing their pain and delight during website interaction naturally results in a good understanding of what makes users tick.
As optimising a website is all about influencing the behaviour of users in line with business objectives, their role in the orchestration of AB/MVT experiments is so important.
A difficult relationship
A Multivariate Testing (MVT) salesman a few months ago at a London conference said to me “We enjoy proving usability consultants wrong!”
Whilst this is quite an extreme viewpoint, it’s clear that not all AB/MVT professionals are sold on the idea of usability. And in a similar way, many of the usability consultants I have worked with over the years have been just as sceptical about AB/Multivariate Testing.
In a strange way it’s as if both parties see MVT as a substitute for usability and as a result are a quite defensive about the whole subject. In fact these two disciplines are totally complimentary.
So in an attempt to heal the wounds like any relationship counselling session, the most important thing is to air each other’s issues and concerns.
So here are the types of comments MVT companies say about Usability:
- “Usability testing is not statistically significant due to the small sample sizes”.
- “Participants do not behave naturally in a usability lab when there are cameras pointing at them and a moderator asking them questions”.
- “It’s so expensive as you need to compensate participants".
And here are some typical Usability and User Experience comments about AB/Multivariate Testing I have heard over the past few years:
- “Where do the MVT companies get their optimisation ideas (hypotheses)? They don’t seem to be based on evidence or insights?”
- “How can they create the design variations (recipes) for optimising the website if they don’t have User Experience Professionals, Interaction Designer or User Interface Designers? And they don’t do Usability?”
- “Everything just seems very random; it’s as if they’re just throwing things against a wall and seeing what sticks”.
- “How could a change to the colour of a button have resulted in huge conversion rate increase unless there was an underlying issue with the button in the first place?”
(I realise each list is quite short at the moment so feel free to add your own comments)
It’s just a question of language
One of the reasons why Usability and MVT experts struggle to understand each other as well as they should is their use of language.
They often talk about the same things in a completely different way. And this language barrier as well as their different viewpoints can again make it a little more difficult to get along.
The following are just a few examples of common terms used in the world of Usability and their MVT equivalent:
|Usability language||Equivalent MVT language|
|Design solutions||Recipes, Combinations|
|User journeys, paths||Goal funnels, Fall-out reports|
|Improving the user experience, Making the site easier to use||Improving conversion rates, Reducing drop-off|
|Severity of issues||Business impact, Confidence levels|
The following Wordle Word Clouds are snapshots of the Wikipedia page content for "Usability" and "Multivariate Testing".
Try finding the word “user” in the MVT word cloud or visitor in the Usability wordcloud! Also “Design” is so prominent in the “Usability” wordcloud, and yet so hard to see in the MVT wordcloud.
Wikipedia content word-cloud for "Usability":
Wikipedia content word-cloud for "Multivariate Testing":
UX/Usability guys are wising up to the idea of AB/MVT as a very useful tool for evaluating and fine-tuning all the great recommendations which come out of usability testing sessions and other qualitative research such as surveys, remote usability testing etc.
Websites such as whichtestwon.com have definitely helped raise the profile of AB and MVT in the user experience arena, and the fact that so many of the winning recipes are due to enhancements to the user experience just as often as they are due to persuasive design patterns and messaging, again reinforces everything the UX and Usability consultants believe in, and makes them want to use the tool.
And the fact that the tools are so readily available to use increases their exposure to the wonders of MVT. Tools such as Google Website Optimizer and Visual Website Optimizer are so accessible, there is no excuse not to have a go and learn all about them, even if you don’t know your “recipes” from your “hypotheses”! Check out the Econsultancy MVT buyers guide.
MVT companies are now showing a greater interest in usability, which suggests they are realising its importance, or at least have realised it’s a good idea to talk about usability to prospective clients to allay their clients’ fears that the MVT house isn’t a user centric company.
Usability and AB/MVT specialists can and should work together. The disciplines are totally complimentary when the individuals from either camp except the limitations of their own tools and learn to recognise the strengths of the others’.
Finally working in silos is not the way forward. After all, we’re all working towards the same goal; to make your online business more successful.
Please let me know your thoughts and feel free to disagree with anything I have said. Would love to hear from MVT companies who are usability testing fans? And usability people who like nothing better than split testing or MVT?