How Lost Are Your Users? Lostness Metric to the Rescue!

Last week we released auto calculations for Net Promoter Score (NPS) and System Usability Scale (SUS) questions. This week we’re happy to announce we’ve released auto calculations of the Lostness metric. What’s that you say? Not sure what the Lostness …

Last week we released auto calculations for Net Promoter Score (NPS) and System Usability Scale (SUS) questions. This week we’re happy to announce we’ve released auto calculations of the Lostness metric. What’s that you say? Not sure what the Lostness metric is? Don’t worry, you are not alone. Here’s a definition, borrowing from Tomer Sharon […]

Moderated User Testing Release Notes

Loop11 is proud to announce the launch of a new moderated user testing feature within our existing suite of tools. This new release will complement our existing unmoderated usability testing features thus giving customers unparalleled ability to run a …

Loop11 is proud to announce the launch of a new moderated user testing feature within our existing suite of tools. This new release will complement our existing unmoderated usability testing features thus giving customers unparalleled ability to run a wide array of UX studies, both qualitative and quantitative. Our new moderated UX testing allows customers […]

Results From Our Latest A/B Test: Here’s The New VWO Logo!

Over the past 8 years, we’ve made some key (and some minor) changes to the look and feel of our brand. Around this time last year, we revamped our website for the launch of VWO Conversion Optimization Platform™. As an organization that thrives on a culture of experimentation, we are always looking into data to […]

The post Results From Our Latest A/B Test: Here’s The New VWO Logo! appeared first on Blog.

Over the past 8 years, we’ve made some key (and some minor) changes to the look and feel of our brand. Around this time last year, we revamped our website for the launch of VWO Conversion Optimization Platform™.

As an organization that thrives on a culture of experimentation, we are always looking into data to discover insights for optimization. By turning our opinions into hypotheses, we test changes for almost everything which could have a significant impact on the business, and then derive the next logical step. Based on this simple framework, we recently made a minor change to the VWO logo. Before we delve further into the hypothesis behind this change, look at the logo in its full glory:

The Hypothesis: Making The Letters V, W, and O Prominent Will Improve Readability

In the beginning, our product was called Visual Website Optimizer. However, over the years, people (including us) fondly started abbreviating it to VWO. This is what the VWO logo looked like during this gradual change:

More recently, we dropped the accompanying text “Visual Website Optimizer” completely, and also started referring to our product as just “VWO.”

With this change, we realized that it would be hard for someone unfamiliar with our brand to read or understand our logo. We hypothesized that if the letters “V,” “W,” and “O” were made distinguishable, the brand name VWO would stand out more clearly.

The Test: Conducting an A/B/C Test to Choose a Winner

After the hypothesis was finalized, our design team created a new variation of the logo, per the new specification. Next, we decided to test the hypothesis by conducting extensive user testing through 5-second tests on UsabilityHub.

Five-second tests are a method of usability testing, where the participants are shown a visual for only 5 seconds, and then asked questions corresponding to it.

For our tests, we selected a sample of participants from across the globe, with varying demographics, location, and other attributes. They were showed the 3 variations of the logo—the existing one, the proposed one, and the one with VWO written as well-spaced plain text. Next, we asked the participants the question “What do you read?” to which they had to type in a response.

For the proposed logo, we got 90% of them answering “VWO”, as opposed to only 66% for the existing one. For the variation with VWO written as well-spaced text, the response was around 96%.

The Result: Reinforced Belief in the Potential of Testing

As an obvious next step, we decided to make this minor update to our logo which can now be seen to be live across all our digital properties. We’re proud of the fact that the basic tenets of experimentation continue to give direction to our efforts.

If it wasn’t for validating our initial, seemingly insignificant hypothesis, VWO wouldn’t have got a brand new identity. We strive to uphold this culture in our organization for the years to come.

What do you think of our new logo? Feel free to share your thoughts in the comments below.

The post Results From Our Latest A/B Test: Here’s The New VWO Logo! appeared first on Blog.

Top 10 Questions When Recruiting Participants For User Tests

Some of the most common questions we receive at Loop11 from customers revolve around participant recruitment. Since Loop11 allows you to use your own lists, integrate with 3rd party panels, or recruit via pop-up intercepts on your website, there are a …

Some of the most common questions we receive at Loop11 from customers revolve around participant recruitment. Since Loop11 allows you to use your own lists, integrate with 3rd party panels, or recruit via pop-up intercepts on your website, there are a lot of choices. Freedom is great but can sometimes lead to indecision. We’ve decided to put […]