Stuff reports that New Zealand usability consultancy LeftClick Labs has helped a United States e-commerce firm, PCUniverse, to “win a prestigious Web award”.
PCUniverse.com, received the US Web Marketing Association’s standard of excellence award as one of the Internet’s best websites, as judged by Web marketing professionals worldwide.
LeftClick Labs specialises in improving the “customer journey” for online retailers, and its methods include evaluation with “human guinea pigs” to test websites, such as that of PCUniverse, at its laboratory, using realistic tasks, or “a decision journey”, for people as they navigate sites. The results are monitored, including the use of video-recording, to help work out how a site should be improved.
“The trouble with classic usability testing is that it’s quite inefficient, because it explores a lot of things that are working fine,” LeftClick managing director Alan Cox said. “Websites can pass these kinds of tests with flying colours but still fail to convert prospects into customers, which is where it really counts.
“By using our analysis software first, we can see straight away where the pain points are and then explore these in great detail in our lab. This yields far superior results.”
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