Test de usabilidad en 5 segundos

Muchas veces preferimos utilizar complicadas herramientas para obtener datos en lugar de utilizar el sentido común. Dándome una vuelta por el blog de Craig Tomlin he descubierto esta sencilla técnica para saber rápidamente si nuestras páginas están comunicando de manera efectiva y obtener así un incremento en las conversiones.

Este test se basa en la idea de que debemos dar respuesta a 3 preguntas durante los 5 primeros segundos en que llega el visitante a nuestra página. Estas preguntas son las  siguientes:

  • ¿Quién eres?
  • ¿Qué productos o servicios ofreces?
  • ¿Por qué debería estar interesado en tus productos o servicios?

Aquellos sites que responden efectivamente a estas preguntas durante los 5 primeros segundos logran un mayor número de páginas vistas y un descenso en el porcentaje de rebote. Como consecuencia de todo ello aumentan las conversiones y el ROI.

Échale un ojo a los siguientes sites:

perfumes 

¿Cuál de estos dos sites dirías que responde mejor a las 3 preguntas?

En el site de la derecha vemos claramente una imagen del producto ofrecido (colonias) y además nos dice porqué deberíamos estar interesados (envío gratis). Respecto a la primera pregunta (¿Quién eres?) quizá tendría mas dudas ya que posiblemente la elección de colores, tamaño y contenido semántico del logo en el site de la izquierda sea más acertada.

¿Cómo llevar a cabo el test?

La realización de este test depende un poco de nuestras posibilidades y creatividad. Lo podemos hacer frente a un ordenador o mediante imágenes impresas. En ambos casos es necesario seleccionar previamente a un grupo de personas que consideremos representativas del público objetivo del site.

Frente al ordenador: Cada persona irá sentándose frente a la pantalla del ordenador de uno en uno (si dispones de muchos ordenadores puedes hacerlo simultáneamente) y se le mostrará la página de un site durante 5 segundos. Conviene que la página mostrada sea una captura de pantalla para que el usuario no pueda interactuar con ella. Transcurridos los 5 segundos cerraremos la página y le daremos una hoja de papel a cada participante para que intenten dar respuesta  por escrito a las 3 preguntas.

Mediante hojas impresas: De esta forma no es necesario tener muchos ordenadores porque lo podemos hacer simultáneamente con todos los participantes. El procedimiento es exactamente igual que el anterior. Se le da a cada participante una hoja de papel (boca abajo) con la página de nuestro site impresa. Cuando todos los participantes tengan la hoja se les pedirá que le den la vuelta y la miren durante 5 segundos. Transcurridos los 5 segundos se les dará otra  hoja para que intenten responder por escrito a las 3 preguntas.

¿Qué tipo de información nos ofrece el test?

Información cualitativa: Las interacciones de los participantes con el site nos ofrecen una información muy útil respecto a qué elementos modificar (o mantener) en nuestra página y cómo hacer esas modificaciones. Pongamos como ejemplo que una amplia mayoría de nuestros participantes no logra identificar el nombre de nuestra empresa en un período tan corto de tiempo. Quizá una solución sería ubicar nuestro logo en un lugar más prominente o utilizar colores más llamativos.

Información cuantitativa: Cuantos más participantes utilicemos en el test, más acertados serán los datos cuantitativos obtenidos. No es lo mismo utilizar dos participantes y que uno identifique el nombre de la empresa y el otro no (50% de efectividad), que utilizar 100 participantes y que sólo 10 de ellos no logren identificarlo (90% de efectividad).

Espero que esta información os haya resultado útil. Existen otras herramientas para medir la usabilidad que iré comentando en futuros posts. Sin embargo creo que el test de los 5 segundos es un primer paso para pulir errores graves de forma sencilla antes de seguir avanzando con nuestro análisis.

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