ABOUT THE PROJECT
St. Andrews Links is the largest public golf complex in Europe. They approached Waracle to conduct a thorough analysis and assessment of their Home page. The SEO team identified specific concerns regarding their website navigation and Home page layout, as their statistical data indicated an adverse impact on the conversion rate. Consequently, the SEO team formulated hypotheses that necessitated rigorous testing.
MY ROLE
My role was to organize, conduct and analyze the results of a usability study that will test the SEO team’s hypothesis.
THE PROCESS
8 usability testing sessions with users representing the main user groups, were organised and conducted at the end of August 2016. The purpose of the tests was to assess the usability of the UI, information flow and navigation.
Participants were asked to perform 3 main tasks. Their comments, on-screen interaction, and eye-gaze movements were recorded with an eye-tracking device (Tobii PCEye Go) and software (Tobii Gaze Viewer).
THE RESULTS
The final outcome of the study was a report highlighting main usability issues (as well as positively accepted features and functionalities) supported by a list of recommendations for improvement.
Some of the problems and insights that occurred as a result of the data analysis were:
– lack of prominent and attracting visual attention CTAs;
– scrolling option not obvious, users thought there wasn’t anything below the fold;
– logic and organisation of the main navigation was confusing for the majority of the participants and navigation labels were defined as misleading;
– many of the CTA elements were found as unclear and not descriptive.
The report ended up with a list of recommendations driven by the participants’ success rate, behaviour, and feedback.
