User research methods series: First-click testing
Evidence shows that people who click down the correct path on the first click complete their task successfully 87% of the time, while only 46% of those who click down an incorrect path will succeed.
Example of a heat-map from a first-click testing study.
First-click tests provide rapid, quantitative data on the discoverability and findability of a site by showing the initial choices and paths people take when they’re exposed to new web pages, content and interfaces for the first time. They help us evaluate how well our navigation and information architecture designs align with user expectations. As this is a quantitative user research method, it can provide reliable evidence on what people click on first when they’re shown on a particular design.
While a first-click test won’t provide in-depth in-depth usability insights like user testing will, they can form a powerful combination when used together: User testing/Usability testing can provide the ‘Why’ while click-testing will supply the ‘How many’ and ‘Where’.
First click-testing is usually done online using a specialist tool such as Optimal Workshop and it’s easy to set up. During these unmoderated online tests, participants have to find or click on locations for completing specified tasks as quickly as possible. Their click paths are recorded and compared against anticipated optimal paths determined by researchers.
A click-test takes little in the way of setting up and a matter of seconds for participants to complete, but the results can be very powerful and can easily settle arguments. They can help highlight confusing terminology and reveal opportunities to make things more intuitive, so I’d recommend experimenting with them when the need arises and adding them to your toolbox if you haven’t already.
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