Publications

Adding direct user video testing to data mining can offer complementary and powerful insights which provide clients with the means to better improve conversions and site results.

Note: I welcome feedback from the KDNuggets readers! Please send me your thoughts and critiques. I recognize that this may be controversial and my intent is not to annoy but to stimulate discussion and develop the concepts further. Your responses will be kept confidential. Please email me at todd@webmarketingresources.net or call if you prefer.

Until you have seen user video testing, you may be skeptical about the power of what it can teach us about how people behave on web sites. By using the right approaches in video testing for task completion tests, and probing for insights and reactions, you will learn what is and isn't working on your site and why.

We know from independent research that user tests with only 6 people will reveal over 90% of a site's problems.

In addition to a better understanding of site problems, user testing can reveal a range of solutions to these problems from the users themselves. While it is true that mining logs can show which page or page element may work better, direct user testing allows us to ask why they prefer one and, what might work even better. Combining data mining with direct user testing done by an experience User Experience architect, can deliver results and an ROI which engages clients and improves site success and conversions.

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