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Web Site Development & Usability Evaluation
A
variety of online and traditional research methods are used by ARC
Research to conduct web site development and evaluation research.
Web site development tends to be cyclical in nature as a site evolves
or reinvents itself. This product applies to new web site launches
and content/functionality upgrades. Research methodologies often
vary depending on the stage in the cycle that a web site is at.
One or a combination of studies may be recommended.
Competitive
Analysis
- Competitive
analysis to understand how a web site compares with up to ten
others in the same or related categories.
- Conducted
by ARC analysts following a structured series of evaluations and
gathering of key data points. A proprietary Web Site Evaluation
Code Book is used to collect and code the results. A selection
of customized codes may supplement the standardized list in order
to capture information critical to the specific company and industry.
By following a structured data collection method it is possible
to compare results between web sites and for a specific client
to benchmark their site at on-going intervals.
User Interface
Development
- Site reviewed
by targeted users.
- Validation
of the overall site objectives to confirm that the strategy meets
users' needs and expectations.
- Comparison
of experience and expectations online versus brick and mortar
business.
- Initial review
of the usability of the user interface using prototypes.
- Evaluation
of strategic platforms and communications messages to identify
the most compelling aspects of the site.
Web Site
Evaluation & Usability
- In-depth
web site evaluation using a beta or live site where users visit
the site and provide input in either a discussion or online survey
format.
- Respondents
are recruited to represent the various user segments that are
expected to visit the site.
- The objective
is to uncover executional improvements to the key site elements
including navigational flaws, confusing language and instructions,
sensory perception relative to the look and feel of the site,
as well as the satisfaction with the solutions offered a site
user.
To execute each
stage, ARC Research selects the survey methods best suited for the
project. Approaches vary in terms of expected outcomes.
Competitive
Analysis
- Conducted by ARC analysts
- Searchable database reporting format
Focus Groups
- Traditional and online focus group formats
- Qualitative
- Lead by a moderator
- Real time site visit and evaluation
- Group discussion facilitated
- Facilitates brainstorming making it effective in the User Interface
development phase.
- Online format is very cost effective since computer rental is
eliminated.
One-on-Ones
and Mini Focus Groups/Consumer Dialogues
- Traditional and online formats
- Qualitative
- Lead by a moderator
- Real time site visit and evaluation to include click stream
tracking in the near future.
- Can include web development team representative in discussions
in addition to the moderator
- Effective for short duration, in-depth discussions (30 minutes
or less).
- Individualized responses
- Highly detailed user input on site visitation.
Online
Surveys
- Conducted online at ARC on the net's Electronic Survey Portal
- Quantitative
- Self-paced, independently completed survey
- Open ended questions can allow for suggestions and comments
- Links to the web site allow for user visitation before or during
the completion of the survey
- Individualized responses from a large sample that can include
various user segments.
- Highly detailed user input to support the User Interface Development
of Web Site Usability phases.
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