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#081e56;}.icon.icon-post {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-blog.svg");}.icon.icon-success-story {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-success-stories.svg");}.icon.icon-whitepaper {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-whitepaper.svg");}.icon.icon-job {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-jobs.svg");}.icon.icon-e-dialog-event {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-events.svg");}.icon.icon-pressrelease {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-presse.svg");}</style> <div data-rocket-location-hash="b4d58d7e7fd8b45b2c5dc879cde7eb3f" class="mwd-blogPost flex breadcrumb"> <div data-rocket-location-hash="0841f15ebf099eeaba6f2c7f735d0671" class="container"> <span class="parent"> <a href="https://e-dialog.group/de/blog/" title="Blog">Blog</a> </span> <span class="arrow">></span> <span class="category">UX, Testing & Personalisation</span> <span class="arrow">></span> <span class="child">User Test: Was er kann und warum er so spannende Insights liefert</span> </div> </div> <div data-bg="https://e-dialog.group/wp-content/uploads/2022/02/e-dialog-Blogbeitrag-User-Test.jpg" data-rocket-location-hash="3065c71a1d38b1400811d38b2e9f0b1a" class="mwd-blogPost flex header rocket-lazyload" style=""><div data-rocket-location-hash="ca23f7c07336b7cf8c7766d2ffffc9d9" class="container"><h1>User Test: Was er kann und warum er so spannende Insights liefert</h1><p class="author">von Mariella Giraldo</p></div></div><div data-rocket-location-hash="5ba37d1761429b8aa4a845fb1ec6d187" class="mwd-blogPost flex metabox space-top space-bottom"><div data-rocket-location-hash="04b24f2a01e05ca636ff58e62299aa1e" class="container"><div data-rocket-location-hash="1572ce06debb49357e5111f58a6037a3" class="col"><div class="metabox-holder"><div class="date">09. Februar 2021</div><div class="duration"> <span class="span-reading-time rt-reading-time"><span class="rt-label rt-prefix">Lesedauer:</span> <span class="rt-time"> 3</span> <span class="rt-label rt-postfix">Minuten</span></span></div></div><div class="excerpt-box"><h3>Management Summary</h3><p>Täglich besucht eine hohe Anzahl an NutzerInnen Ihre Website, ohne dabei einen Kaufabschluss zu tätigen. Warum? Welche Aspekte Ihrer Website tragen dazu bei, dass UserInnen sie wieder verlassen, ohne eine weitere Transaktion zu tätigen? Wo erleben die NutzerInnen Stolpersteine auf dem Weg zum Kaufabschluss? Spricht die Website Ihre Zielgruppe überhaupt an? Usability Tests bieten Antworten auf genau diese Fragen und können dabei kostengünstig, schnell und remote (dadurch Corona-sicher) durchgeführt werden.</p></div></div><div data-rocket-location-hash="4ba29acbbfca62c6f947577f2c748b2d" class="col"><div class="categorybox"><div class="categorybox-inner"><div class="categorybox-inner-title">UX, Testing & Personalisation</div><p><p>Website Optimierung ist ein wichtiger Baustein für den Erfolg Ihres Digital Marketing. Wir zeigen Ihnen datengetriebene Ansätze zur Steigerung von Umsatz, Conversions und UX.</p> </p><a href="/de/daten-nutzen/#ux-testing-personalisation" class="btn btn--space-top">Mehr Erfahren</a></div><div id="wobble"></div></div></div></div></div><div data-rocket-location-hash="b49efa3be72975323cf1dd9c201b9509" class="mwd-blogPost flex content space-top space-bottom"><div data-rocket-location-hash="68e122c6b23b4519e49c5a2a57b5f054" class="container"> <div data-rocket-location-hash="106ac74922881126d50ca666cc2d8b75" data-elementor-type="wp-post" data-elementor-id="40720" class="elementor elementor-40720 elementor-27951" data-elementor-post-type="post"> <section class="elementor-section elementor-top-section elementor-element elementor-element-2890a084 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="2890a084" data-element_type="section"> <div data-rocket-location-hash="7be7f7b3bdaf5cf3a88dc1de741ecbc4" class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2ad3b435" data-id="2ad3b435" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-2f69877 elementor-widget elementor-widget-heading" data-id="2f69877" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Was ist ein User Test/ Usability Test?</h2> </div> </div> <div class="elementor-element elementor-element-7cc00fb8 elementor-widget elementor-widget-text-editor" data-id="7cc00fb8" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Wir verfolgen mit unserer </span><b>Website ein einziges Ziel:</b><span style="font-weight: 400;"> sie so zu gestalten, dass sie für die UserInnen </span><b>möglichst intuitiv</b><span style="font-weight: 400;"> zu bedienen ist. Usability Tests beweisen jedoch immer wieder, dass es uns oft doch nicht ganz gelingt, die Brille der NutzerInnen korrekt aufzusetzen. Oftmals resultieren daraus </span><b>überraschende Insights und Optimierungspotentiale</b><span style="font-weight: 400;">, deren Umsetzung einen großen Effekt auf den Umsatz Ihres Unternehmens haben kann. </span></p> </div> </div> <div class="elementor-element elementor-element-03db897 elementor-widget elementor-widget-text-editor" data-id="03db897" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Bei einem Usertest (oft auch Usability Test genannt) werden NutzerInnen über ein </span><b>Online-Portal verschiedene Aufgaben auf Ihrer Website </b><span style="font-weight: 400;">gestellt. Die</span><b> NutzerInnen filmen ihren Bildschirm </b><span style="font-weight: 400;">während der Bewältigung dieser Aufgaben und </span><b>“denken laut mit”</b><span style="font-weight: 400;"> bei der Vorgehensweise. Die Aufgaben werden dabei so konzipiert, dass sie Optimierungspotenziale aufdecken und Ihnen Antwort auf Ihre offenen Fragen zur Usability Ihrer Website liefern. Möchten Sie zum Beispiel </span><b>verstehen, ob der Check-out Prozess in einem Online Shop einfach und intuitiv</b><span style="font-weight: 400;"> gestaltet ist, so können Sie über einen Usability Test NutzerInnen dabei beobachten, wie sie einen Kauf online abschließen und verstehen, wo die Hürden liegen und an welcher Stelle Informationen die NutzerInnen überfordern oder auch fehlen, um den Kauf abschließen zu können. Gleichermaßen kann beispielsweise </span><b>überprüft werden, ob die NutzerInnen auf Ihre Newsletter Anmeldung</b><span style="font-weight: 400;"> aufmerksam werden und sich dafür anmelden würden. Das Ergebnis des Usability Tests sind mehrere Stunden an Videomaterial, dessen Analyse meist zu überwältigenden Insights führt. Diese Insights bilden einerseits die Basis für direkte Handlungsempfehlungen und andererseits die Ausgangspunkte für laufendes </span><a href="https://e-dialog.group/blog/conversion-optimierung-und-personalisierung/ab-test-fundierte-entscheidungsgrundlage-statt-ratespiel/"><span style="font-weight: 400;">A/B Testing.</span></a><span style="font-weight: 400;"> </span></p> </div> </div> <div class="elementor-element elementor-element-2887e41 elementor-widget elementor-widget-text-editor" data-id="2887e41" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Wir haben die Funktionsweise von Usability Tests </span><a href="https://e-dialog.group/blog/conversion-optimierung-und-personalisierung/remote-usability-test-die-schnelle-und-kostenguenstige-conversion-optimierung-analysemethode/"><span style="font-weight: 400;">hier</span></a><span style="font-weight: 400;"> in unserem Blog schon einmal genauer beschrieben. </span></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-6a4b35a elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="6a4b35a" data-element_type="section"> <div data-rocket-location-hash="622b83862fb0da48894e4bb84c0639b6" class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1179161" data-id="1179161" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-600e5a3 elementor-widget elementor-widget-heading" data-id="600e5a3" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Die Vorteile des Remote Usability Tests</h2> </div> </div> <div class="elementor-element elementor-element-9f4afbd elementor-widget elementor-widget-text-editor" data-id="9f4afbd" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <ul><li style="font-weight: 400;" aria-level="1"><b>Kostengünstig</b><span style="font-weight: 400;">: qualitative Insights können </span><span style="font-weight: 400;">zu vergleichsweise niedrigen Kosten generiert werden</span></li><li style="font-weight: 400;" aria-level="1"><b>Schnelle Insights:</b><span style="font-weight: 400;"> erste Ergebnisse oftmals schon nach 1 – 2 Werktagen</span></li><li style="font-weight: 400;" aria-level="1"><b>Corona-sicher:</b><span style="font-weight: 400;"> UserInnen nehmen am Test remote teil </span></li><li style="font-weight: 400;" aria-level="1"><b>Genaues Abbilden der Zielgruppe</b><span style="font-weight: 400;">: die NutzerInnen werden aus einem umfangreichen Panel rekrutiert, das etwa auch spezielle Interessen oder ein spezifisches Kaufverhalten abbilden kann</span></li><li style="font-weight: 400;" aria-level="1"><b>Auswahl der Devices:</b><span style="font-weight: 400;"> die Anzahl an NutzerInnen, die am Test per Smartphone, Tablet oder Desktop teilnehmen, kann frei gewählt werden, um möglichst genau die echte Nutzungssituation darzustellen</span></li><li style="font-weight: 400;" aria-level="1"><b>Auch für kleine, spezifische Zielgruppen geeignet</b><span style="font-weight: 400;">: die qualitativen Insights können unabhängig von der Höhe des Traffics bzw. der Conversions auf Ihrer Website generiert werden und eignen sich daher auch für Nischen-Proukte etwa im B2B Bereich</span></li><li style="font-weight: 400;" aria-level="1"><b>Usability entscheidet</b><span style="font-weight: 400;">: eine verbesserte Usability der Website kann die Conversion Rate um bis zu 87 % steigern (Durchschnitt einer Meta-Studie, in der die Conversion Rate von 72 optimierten Websites vor und nach dem Redesign erfasst wurde (</span><a href="https://opus.bsz-bw.de/fhdo/frontdoor/deliver/index/docId/2166/file/ROI_for_Usability_4th_Edition.pdf"><span style="font-weight: 400;">Nielsen Norman Group, 2019</span></a><span style="font-weight: 400;">) )</span></li><li style="font-weight: 400;" aria-level="1"><b>Online Geschäft so wichtig wie nie zuvor:</b><span style="font-weight: 400;"> laut einer </span><a href="https://www.handelsverband.at/presse/presseaussendungen/studie-auswirkungen-von-covid-19-auf-den-handel/"><span style="font-weight: 400;">Studie des Handelsverbandes </span></a><span style="font-weight: 400;">planten 46 % der befragten österreichischen Unternehmer als Antwort auf die verstärkte Nachfrage einen weiteren Ausbau ihres Online Shops im Zuge der Corona Krise </span></li></ul> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-72c3f6f elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="72c3f6f" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-702ba84" data-id="702ba84" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-f4e43de elementor-widget elementor-widget-heading" data-id="f4e43de" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Use Cases - wann User Tests besonders hilfreich sind</h2> </div> </div> <div class="elementor-element elementor-element-11167d2 elementor-widget elementor-widget-text-editor" data-id="11167d2" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Genau so einfach lassen sich auch die bestehenden Sammlungen anpassen. Hierfür klickt man beispielsweise bei der “Life cycle” Sammlung auf “Edit Collection” und gelangt in das selbe Bearbeitungsmenü. Im folgenden Screenshot haben wir zu Demonstrationszwecken den Monetisation Bereich komplett entfernt und die Reihenfolge der Themen innerhalb der “Life cycle” Sammlung angepasst. </p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-eb03aff elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="eb03aff" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d6c6927" data-id="d6c6927" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-9275755 elementor-widget elementor-widget-heading" data-id="9275755" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">1. Optimierungspotential auf einer bestehenden Website verstehen</h3> </div> </div> <div class="elementor-element elementor-element-7372986 elementor-widget elementor-widget-text-editor" data-id="7372986" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Sie </span><b>haben bereits eine Website</b><span style="font-weight: 400;"> und möchten sie im Hinblick auf ihre </span><b>Usability verbessern</b><span style="font-weight: 400;">, um dadurch mehr Transaktionen bzw. eine </span><b>höhere Conversion Rate </b><span style="font-weight: 400;">zu </span><b>erzielen</b><span style="font-weight: 400;">? Ein Usability Test bietet sich an, um potentielle Stolpersteine für die UserInnen zu identifizieren, um im </span><b>Nachgang</b><span style="font-weight: 400;"> über</span><b> laufendes </b><a href="https://e-dialog.group/blog/conversion-optimierung-und-personalisierung/ab-test-fundierte-entscheidungsgrundlage-statt-ratespiel/"><b>A/B Testing</b></a><span style="font-weight: 400;"> genau diese Schwachstellen auf Ihrer Website auszumerzen und die Conversion Rate laufend zu steigern.</span></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-52c846f elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="52c846f" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-899e0cf" data-id="899e0cf" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-0ce513a elementor-widget elementor-widget-heading" data-id="0ce513a" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">2. Website Relaunch - kommt die neue Seite besser an?</h3> </div> </div> <div class="elementor-element elementor-element-dbe934b elementor-widget elementor-widget-text-editor" data-id="dbe934b" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Sie befinden sich gerade mitten in einem Relaunch und möchten </span><b>sichergehe</b><span style="font-weight: 400;">n, dass Ihre </span><b>neue</b> <b>Website bei den UserInnen besser ankommt</b><span style="font-weight: 400;">? Für dieses Ziel eignet sich ein Usability Test, bei dem die NutzerInnen die </span><b>alte und die neue Website </b><span style="font-weight: 400;">bei unterschiedlichen Aufgabenstellungen miteinander </span><b>vergleichen</b><span style="font-weight: 400;">. Die UserInnen “denken laut”, während sie die Aufgaben bewältigen und schildern vergleichend ihre Eindrücke zu den Änderungen. </span></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-18ef865 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="18ef865" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-35d6473" data-id="35d6473" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-fb9e99a elementor-widget elementor-widget-heading" data-id="fb9e99a" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">3. Testen einer noch nicht gelaunchten Website</h3> </div> </div> <div class="elementor-element elementor-element-8cbc368 elementor-widget elementor-widget-text-editor" data-id="8cbc368" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Sie stehen kurz </span><b>vor dem Launch einer komplett neuen Website</b><span style="font-weight: 400;"> und möchten</span><b> sicher gehen,</b><span style="font-weight: 400;"> dass Ihr</span><b> Projekt Erfolg haben wird</b><span style="font-weight: 400;">. In diesem Fall kann ein </span><b>Usability Test vorab</b><span style="font-weight: 400;"> dabei helfen, grundlegende </span><b>Baustellen </b><span style="font-weight: 400;">aus Sicht der UserInnen auf der Seite zu </span><b>identifizieren </b><span style="font-weight: 400;">und auszumerzen. Auch Prototypen können bereits getestet werden. Dadurch wird sichergestellt, dass die Website im Moment des </span><b>“Go-Live”</b><span style="font-weight: 400;"> eine </span><b>benutzerfreundliche</b><span style="font-weight: 400;">, auf die Zielgruppe abgestimmte </span><b>Usability </b><span style="font-weight: 400;">aufweist.</span></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-81998af elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="81998af" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-99a6187" data-id="99a6187" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-88f7b32 elementor-widget elementor-widget-heading" data-id="88f7b32" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Haben wir Ihr Interesse geweckt? Unser Conversion Optimierungs-Team unterstützt Sie gerne bei der Verbesserung der Usability Ihrer Website: <a href="mailto:kontakt@e-dialog.group">kontakt@e-dialog.group</a> </h3> </div> </div> </div> </div> </div> </section> </div> </div></div><div data-rocket-location-hash="ddfa30e7b85577acd84410f15654357f" class="mwd-blogPost flex call-to-action space-top space-bottom"><div data-rocket-location-hash="f9357140ee36883ea6064de5d7279a99" class="container"><div data-rocket-location-hash="b0ba8a09814c8228efb38942e632ca71" class="call-to-action-inner"><span class="lead">Kampagne anfragen</span><div class="call-to-action-inner-title">Bereit für Ihr neues Projekt?</div><p>Wir freuen uns auf Ihre Anfrage und beraten Sie gerne unverbindlich! 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