first click test

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first click test

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a quick intro

an efficient user interface facilitates interaction and allows users to easily accomplish tasks.

a first click test is a fast and simple way to measure the user interface’s effectiveness in leading users on the right path to success, while identifying elements of the interface that disorient them.

how it works

in a first click test, a screenshot of the user interface (from a web page or app) is shown to testers. the testers are then asked where they would click (once - the first click only) to perform a required task.

the test results consist of heat maps showing where the testers clicked, and response times. based on these, we provide a detailed analysis and recommendations to solve the usability issues found.

a real life example

a usability review and a series of first click tests were conducted on the website of an Italian tour operator (www.findyouritaly.com) as part of a wider effort to improve, among other factors, usability and conversion rates. this example shows the test conducted on one web page as part of the conversion funnel analysis.

the task

you have just started organizing your Italian vacation to Lake Como and came across this article. you want to find out if this company has any offers that could be good for your trip.

where would you click?

user interface

heat map

44%

26%

17%

13%

top choices and overall results

DESTINATIONS

43%suitable path

57%not suitable path

31s

48s

32s

23s

no

no

choice - users % - response time (seconds) - suitable path

OUR TOURS

IMAGE"SLOW TRAVEL TOUR"

CTA"MAKE YOUR TOUR"

yes

yes

recommendationsto improve the interface based on test results

1. the CTA was chosen by 44% of testers. unfortunately, the CTA is set for a more specific (possibly less relevant) action, and is not on the right path. the test however, shows that this CTA could work well.

proposed solution: make the CTA destination better aligned with the conversion goal (e.g. directly linked to the Tours and Offers page); make the button more prominent on the page; and clarify the label (e.g. “Find Your Tour”).


44%

26%

17%

13%


DESTINATIONS

43%suitable path


31s

48s

32s

23s

no

no


OUR TOURS


CTA"MAKE YOUR TOUR"

yes

yes


2. the image “Slow Travel To...” was chosen by 26% of testers. it represents one of the offers for a trip around Lake Como, so it’s on the right path. in saying this, several things could be modified to increase clarity.

proposed solution: move the two images (“Slow Travel To...” and “Between Lake...”) below the CTA; change the label above these images to clarify their scope (e.g. “Selected Tours around Lake Como”); avoid the right column layout and center on the page the CTA and images.


44%

26%

17%

13%


DESTINATIONS

43%suitable path


31s

48s

32s

23s

no

no


OUR TOURS


CTA"MAKE YOUR TOUR"

yes

yes


3. the item “Destinations” on the navigation menu was chosen by 13% of testers but it’s not on the right path. this label was observed to disorient users in several first click tests (it relates to blog and travel guides content).

proposed solution: remove this item from the navigation menu and move its content under the “Tales” section (which is also about blog and travel guides). the consolidated label should be changed into something more representative and explicit.


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[email protected]@leendiiUX

first click test

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