Will front page carousels improve your conversion rate?

Top Carusel, front page slider, the thing on the top of web sites has many names. It is also deeply loved by designers and clients. Having content slide across the page feels like both good investment of screen estate and manages to show multiple offers to the site visitor. It seems like a match made in heaven. But does it really perform well to boost conversion?

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How to set up an eye tracking study – frequently given answers

A well-executed eye tracking study can help web based businesses improve considerably. I have developed ways to make this sophisticated technology quick and convenient for the client to adopt in their continuous improvement efforts. My methodology makes clients directly involved in the process. People often ask me how I set up and execute an eye-tracking study from a practical point of view. Here are my answers.

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Mårten’s eye tracking study became a how-to-guide for creating a successful site

We at Box Experience’s wanted to improve our web site. Our web agency called in interaction designer and usability expert Mårten Angner to conduct an eye tracking study on our site. The study fully confirmed our suspicions about usability problems and provided valuable insight into how our customer’s think. Mårten presented clear directions on how to take our site to the next level. Almost like a how-to-guide, created exclusively for us!

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True or false: Does confusion online set men and women apart?

ManAndWomanI discovered that women were more reluctant than men to continue when faced with confusion on an online e-commerse application in a study for Holiday autos. Among the respondence women failed to follow through renting a car while the men succeeded. Based on this test it seems to be a major difference in how men and women solve problems online. i want your input in this. Are men and women really this different?

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Rebtel engaged to conduct an eye tracking study of their site

Rebtel, the exciting international telecom operator, asked me to make a full scale usage test using eye tracking on their public web site, sign up, and their customer self service area. The eye tracking test immediately brought some totally unexpected errors in the service to Rebtel’s attention as well as provided a solid ground for the strategic design and development decisions in the future.

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Ginza engaged me to conduct an eye tracking study of the web shop

Ginza is one of Sweden’s foremost media mail-order and e-commerce companies.  As a part of the effort to improve their user experience, I was asked to conduct an Eye tracking study on their current site. Although the results were somewhat shocking to Ginza, they were very pleased that their weak points could be addressed immediately. In this post I explain more about how the test was conducted and will also share with you some of the results.

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Hear me talk about eye tracking and e-commerce at the Nordic E-commerce summit 2010

NordicEcommerceSummit2010I have been invited to present my work with eye tracking and usability testing in e-commerce sites, at the Nordic e-commerce summit in Stockholm. There, I will focus on eye tracking as a way of diving deep into the mind of the users. And how eye tracking gives us a unique ability to optimize any web shop. They can only buy the things they see!

It is hard to create a relationship with users on an e-commerce site. Sites with a few percentage of conversion rate will only get to meet the tiny fraction of all users. The vast majority of the users, however, will leave very little information of their experience.
Amazingly, few e-commerce sites have actually been subjected to thorough usage testing, with or without eye tracking, before release. Using a really good e-commerce platform will not guarantee that the users in your particular target group will be able to effortlessly use it. Clever features and cool design will not always lead to desired results, but might equally as well leave the users confused unable to figure out how to become customers, even if they want to.
By inviting real users from your target group, and observing them when they try to use it, is a brilliant way of easily identifying usability problems on your site. Preferably before you even release the site. With the use of eye tracking you might also get a clear picture of what segments of your offer are acknowledged by users.
In my presentation you will get to meet some people, that could have been your customers, struggling with some of the most common problems in e-commerce sites. You will also get insights into how to solve them.
If you involved or interested in e-commerce in any way, The Nordic e-commerce summit in Stockholm is the place to be 19th and 20th may. If you would like to meet me please send me an e-mail!

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Engaged as an in house usability expert at Rebtel

RebtelHeartI have wanted to work with a telecommunication operator for a long time. International calling is filled with exciting challenges for a user experience designer. Through signing of a contract with Rebtel this dream will finally come true!

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Usability is not a task, phase or profession. It is all or nothing!

Mårten AngnerMillions of sites and systems in the world are exhausting to use, very ugly and filled with features that are not needed by anybody. But there are glimmering exceptions where everything just seems to be working smoothly together. What makes the difference? Is there a secret formula? In this post I will let you in on some of those secrets. Creating usable applications is within your reach, but only if you are willing to make usability your number one priority!

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Improving usability for the worlds largest rental car broker

StartPageI was asked by Holiday Autos to help them improve their the web based ordering system for rental cars. I worked closely with the internal development team evaluating the existing solution, and designing a new one. The end result turned out to be a great success when tested on users. The time needed to complete the order was reduced to as little as one third.

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Mårten Angner | Interaction Design Technology | Fredsborgsgatan 25 117 58 Stockholm | marten@angner.se | +46707770579