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Card sorting
Perhaps you’ve encountered this problem yourself: you visit a website, but you can’t immediately find the page with the content that answers your question. Eventually, you find the relevant page, tucked away in a subcategory. This is very frustrating, as you have to go to extra lengths to finally find what you’re looking for. For website owners, this can prove detrimental, as illogical navigation has a negative impact on the website’s user-friendliness.
The result? More visitors dropping out. There are, of course, many ways to structure content more effectively. Yet problems often arise because the information on the website or in apps is organised according to the stakeholders’ perceptions, rather than in line with users’ expectations. Card sorting is a method that helps to organise the website architecture correctly.
Curious about your opportunities?
What is card sorting?
Card sorting is a conversion optimisation method that examines how people group items. Card sorting enables you to develop structures that maximise the likelihood of a user easily finding what they are looking for. Card sorting involves only real users; no stakeholders, developers or designers are involved. In this way, we learn exactly how end-users perceive the menu structure and what their expectations are of a website.
The benefits of card sorting
Easy to implement
A reliable method
A cost-effective solution
It highlights which content is most important to the user
It is a fast-paced way of working
It provides insight into the user’s thought process whilst browsing
What is card sorting?
Card sorting is a conversion optimisation method that examines how people group items. Card sorting enables you to develop structures that maximise the likelihood of a user easily finding what they are looking for. Card sorting involves only real users; no stakeholders, developers or designers are involved. In this way, we learn exactly how end-users perceive the menu structure and what their expectations are of a website.
When should you use card sorting?
There are two situations in which card sorting can be used:
- When a new website is built with a new structure.
- If you notice via software that many users are leaving your website, which may partly be due to the site’s user-friendliness
In short, if you want to know whether the structure of your website is user-friendly, then it is definitely advisable to use card sorting. As well as improving the structure of your website, you’ll also get to know your prospects better. That can only work to your advantage.
Types of card sorting
There are various card sorting methods. Below, we outline the different methods.
Open method
During the open method, participants are asked to organise topics from your website’s content into categories that make sense to them. They then give each group they have created a name in the way they feel best suits it. This approach can be of inestimable value, particularly in the early stages of development.
Proprietary methodology
The closed method uses pre-defined categories into which testers sort the content of a website or app. A combination of both is possible, whereby the open method is used to identify categories and the closed method is then used to assess how well they work for users.
Remote approach (digital)
With the remote card sorting method, the principle is carried out digitally. The choices made by the user are recorded. By opting for a tool with a drag-and-drop function, researchers can analyse precisely the order in which participants make certain choices.
Face-to-face approach
In the face-to-face method, both the participant and the researcher/observer are present. The participant thinks aloud and explains – face to face – why they make certain choices. Thanks to this method, researchers gain a better understanding of the participant’s reaction and thought process.
Differences with tree testing
At first glance, card sorting and tree testing may seem somewhat similar. However, there are definite differences between the two. The main difference is that the first method is often used when you want to carry out a redesign or create an initial website design. Tree testing is designed to analyse the results of card sorting. The two methods therefore complement each other well.
Frequently asked questions about card sorting
There are various card sorting methods. Below, we outline the different methods.
How can I get more out of card sorting?
It is advisable that participants do not attempt to sort all the cards straight away. If you have a large number of pages, this can cause participants to lose their train of thought. Opt for a maximum of 30 to 40 cards, particularly when using open card sorting. We also recommend presenting the cards in a random order.
What is the difference between managed and unmanaged cart sorting?
In guided card sorting, you state aloud the steps you are taking. This gives the researcher greater insight into the choices the user makes. In unguided card sorting, the sorting takes place without the steps being explained. In this case, the sorting often takes place digitally.
Where did card sorting originate?
The card sorting method was developed by psychologists who wanted to find out more about how people organise and categorise information.
When should I opt for digital card sorting and when for paper-based card sorting?
Both methods have their pros and cons. It therefore depends on which benefit you consider to be more important. The major advantage of digital card sorting is that the results are easy to analyse. However, the tool itself may be slightly less user-friendly. In the case of paper-based card sorting, the opposite is true. The results are more difficult for researchers to analyse, whilst the method is, in fact, simple and straightforward for users.
Want to find out more about card sorting?
We hope that, after reading this page, you’ll have a better understanding of this principle. Still unsure whether card sorting is right for your business? Feel free to get in touch. Our digital marketing specialists will be happy to offer you expert advice and analyse your situation in detail so that you ultimately have a clearer idea of what to expect. Please don’t hesitate to contact us by phone or email; we’d be delighted to help.
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