Psyma E-Business Competence: Tailored to your specific needs

topics website optimisation

Today’s websites have complex roles: portray a brand’s values, convey product and service information, encourage interaction with the brand and other users, promote commerce, and realize users’ expectations.

Optimization is an ongoing process that requires dedicated research tools customized for each phase and situation. To avoid misdirected investment, it is crucial to involve prospective users, and possibly other stakeholders, during early development.

Psyma’s state-of-the-art digital research tools can be customized to answer specific questions. Current user feedback combined with Psyma’s industry expertise provides crucial insight for precisely targeted and innovative website communication.

website optimisation

baseline studiesexpert evaluationdesk researchmarket research online communitiesconcept phaselook and feel testwording and navigation testdesign phaseusability testingeye trackingrapid prototypingremote testingfinal woding testlaunch phasequantitive surveyfacebook activitymobile websites

  • Baseline Studies

    Expert Evaluation

    Psyma experts evaluate a prototype, either a fully functional website or its components, according to heuristic usability criteria and in-depth insights from extensive industry experience. The focus on key elements of a new website (layout, navigation, new tools, processes, transactions, and content for varied groups of stakeholders) allows for quick and cost-effective appraisal of material.

    Desk Research

    Psyma Benchmarking studies and industry expertise provide an overview of existing approaches and solutions in different markets, spotting trends and development on competitor or leading websites. These insights define the market for a new website to meet requirements and exceed expectations.

    Market Research Online Communities

    User requirements or ideas for new online content can be examined (Co-Creation) using forums, chats, individual diaries and tasks for participants. Interactive research progressing over a longer period and using a combination of research methods allows evaluation of ideas and development of new offers.

  • Concept Phase

    Look & Feel Test

    The aesthetics of a website are key to promote a greater appreciation for your brand in the online environment; they affect profoundly the users’ overall experience. Analyses of the general look and feel of stimulus material (e.g., screenshots) and the image conveyed are accomplished by online survey. Larger sample sizes can be achieved while still gaining qualitative feedback. Tests can be integrated within existing quantitative surveys.

    The Look & Feel Test surveys users’ perceptions with the following module

    05 search click test

    05 attention click test

    05 screenshot commentator

     

    Wording & Navigation Test

    Navigation and wording analyses evaluate the categorization and comprehensibility of menu items. Card Sorting is an optional test element that compares content allocation to users’ expectations. Application can be qualitative (What works?) using face-to-face interviews in a test studio; or quantitative (What is preferred by which target group?) as an online survey.

    The Wording & Navigation Test provides the following results:

    • Identifies the best among alternative labels
    • Analyzes users' suggestions for ideal wording
    • Reveals optimal allocation and segmentation of content
    • Measures clarity of English language used in non-English websites
    • Tests comprehension of terminology or text
    • Addresses translation strategies

    Card Sorting includes tasks to allocate content to main categories, allowing evaluation of the structure and wording of menu items.

    05 wording navigation test

  • Design Phase

    Usability Testing

    Utilizing detailed, qualitative analysis of essential core elements and functions of the website, users solve tasks and indicate usage impressions while behavior is observed by Psyma interviewers.

    EyeTracking

    Tracking a user’s eye movements identifies areas attracting attention, as well as usability hurdles that are not consciously perceived. EyeTracking can be added to qualitative usability tests.

      Characteristics:
    • Takes place in studios using completely functional websites, prototypes or screenshots
    • Shows the movement and the intensity of the viewer´s visual attention, enabling a deeper understanding of the cognitive processes involved
    • Pinpoints obstacles arising from the use and perception of a medium
      Benefits:
    • Understand users’ first orientation on the website
    • Track users’ attention, i.e., guidance by layout and design to relevant content
    • Analyze whether users perceive the website and its elements as intended
    • Reveal “blind areas”, i.e., content or navigation not noticed
    • Bring the unconscious to mind: reveal unspoken perceptions by a user
    • Show whether important functional elements are seen and interpreted correctly

    05 eye tracking2

    Rapid Prototyping

    Integrated evaluation and development processes allow direct implementation of changes and immediate reevaluation.

      Characteristics:
    • Tests, analyzes and optimizes prototypes in consecutive phases
    • Uses reported feedback to modify prototype after each phase
    • Requires close collaboration among project managers, developers and designers
      Benefits:
    • Involves users at an early stage
    • Helps avoids critical errors
    • Economizes costs and time by identifying and correcting problems immediately

    Remote Testing

    Online surveys, when combined with recording of usage behavior, gather quantitative data. Tasks can be defined as in qualitative usability testing, but remote testing may be preferable in certain situations.

      Characteristics:
    • Evaluates processes and functions during website usage on users’ own PCs 
    • Analyzes clicking and surfing behaviors and survey responses
    • Records usage behaviors including:
      • surfing paths
      • share of “successful” or “non-successful” users per visited site
      • mouse movements
      • navigation paths and clicks
      • duration of task completion
      • number of sites visited
    • Allows respondents’ to indicate perceived complexity
    • Solicits users’ open-ended comments on each of the steps
      Research objectives could include:
    • Discernment of vital processes and dialogues on existing or newly designed website
    • Comparison of current website with a new draft
    • A/B testing in general
      Compared to an Online Usability Lab, Remote Testing:
    • Accommodates larger sample size
    • Requires less time and cost 
    • Can survey actual users or test users of the site

    Final Wording Test

    Quantitative survey to evaluate the designed hierarchical structure of the website. Quick check of different language versions.

  • Launch Phase

    Quantitative survey/Benchmarking

    Website visitors are invited randomly to provide feedback to gauge the impact of changes through a “before and after” comparison. Psyma has established regular Benchmark studies in numerous countries and industries for meaningful competitive analyses.

    Information gathered from the customer´s point of view is crucial. It can be obtained by an online survey where visitors to a site are recruited via layer or pop-up technology.

      Results might include:
    • Who visits a website: customers, potential customers, investors, competitors
    • With what varying expectations do they visit the website, and are these expectations fulfilled
    • How is the website assessed overall
    • Are processes such as "search-order-payment" clearly, logically and conveniently structured
    • What are real obstacles for the user
    • Where can competitive advantages over rival companies be gained
    • Is there a coherent message leading to the making of a strong brand
      Applications:
    • Website screening: survey of user structure, requirements and interests to help plan a re-launch
    • Website satisfaction: measurement of how satisfied users are with what they are being offered
    • Website monitoring: regular surveys of website satisfaction serve to detect trends, recognize diminishing levels of satisfaction and monitor quality to counteract potential problems at an early stage
    • Website benchmarking: online surveys on several sites of the same type to make comparisons with the competition
  • Facebook activities

    • Compared to websites, social media engages users, emphasizing interaction and sharing of information. Compelling brand-related content is key to attract fans, encourage communication and influence behavior.
    • A Psyma survey can identify social media users’ characteristics, expectations and satisfaction with current content.
  • Mobile websites and Apps

    • The technical restrictions and relevant usage of mobile devices necessitate adjustments to content, layout and navigation of a website. Specific studies can be designed to survey users’ characteristics and their expectations from mobile websites and Apps and gauge satisfaction with existing content.
    • Quantitative Surveys: Users can be recruited and surveyed directly with the mobile website or App using questionnaires optimized for mobile devices.
    • Usability Testing: Mobile websites and Apps can be tested in a studio to identify usability issues.

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Psyma Group AG

Rueckersdorf/Nuremberg Germany
Phone: +49 (0)911 99574-0
E-Mail: info@psyma.com