Usability studies need to be done frequently on websites to make sure that you are not leaving money on the table. That is why we recommend doing fast and dirty studies rather than big budget infrequent studies.
Unfortunately many of you forget to test email/landing page interfaces. Before you send out email send it to people in the office and let them follow the links and make sure everything works and makes sense.
If Google would have done that they would receive many more conversions with their Israeli Google Engage project.
Landing Page Usability Problem Google Missed
The email stated that the program “just launched in your area”. That gave me confidence to click through.
Unfortunately when I reached the landing page it stated that “we can accept US & CA applications only.”
I think that most Israelis would simple ignore that as I did. In the Israeli culture:
- It is a more egalitarian society with less respect for authority—even Google
- We realize that people make mistakes and they forgot to update the landing page
- There is a “can do” attitude
- There is a tendency to test things
However in other societies I am sure many people will see the instructions that the form is just for Americans and Canadians and drop out of the funnel.
So when you do your usability tests on the email/landing page interface don’t forget to test people from different cultures. You will be surprised by the results!