User Test What It Can Do And Why It Provides Such Exciting Insights
Management Summary
What is a user test/usability test?
We track with oursWebsite has a single goal:to design them in such a way that they are for the usersas intuitive as possibleis to be operated. However, usability tests prove again and again that we often don’t quite manage to put the user’s glasses on correctly. This often resultssurprising insights and optimization potential, the implementation of which can have a major impact on your company’s sales.
In a user test (often also called a usability test), users are tested via aOnline portal various tasks on your websiteplaced. TheUsers film their screenwhile completing these tasks and“think out loud”in the procedure. The tasks are designed in such a way that they uncover optimization potential and provide you with answers to your open questions about the usability of your website. For example, would you like?Understand whether the check-out process in an online shop is easy and intuitiveis designed, you can use a usability test to observe users as they complete a purchase online and understand where the hurdles lie and at which point information overwhelms the user or is missing in order to be able to complete the purchase. Equally, for exampleCheck whether users have registered for your newsletterwould pay attention and register for it. The result of the usability test is several hours of video material, the analysis of which usually leads to overwhelming insights. On the one hand, these insights form the basis for direct recommendations for action and, on the other hand, the starting points for ongoing activitiesA/B testing.
We know how usability testing worksherealready described in more detail in our blog.
The advantages of remote usability testing
- Cost-effective: qualitative insights can be generated at comparatively low costs
- Quick insights:First results often after 1 – 2 working days
- Corona-safe:Users take part in the test remotely
- Accurate representation of the target group: The users are recruited from an extensive panel, which can also reflect specific interests or specific purchasing behavior
- Selection of devices:The number of users who take part in the test via smartphone, tablet or desktop can be freely chosen in order to represent the real usage situation as accurately as possible
- Also suitable for small, specific target groups: the qualitative insights can be generated regardless of the level of traffic or conversions on your website and are therefore also suitable for niche products, for example in the B2B sector
- Usability decides: improved website usability can increase the conversion rate by up to 87% (average of a meta-study in which the conversion rate of 72 optimized websites was recorded before and after the redesign (Nielsen Norman Group, 2019) )
- Online business more important than ever before:according to oneStudy by the trade association46% of the Austrian entrepreneurs surveyed planned to further expand their online shop in response to the increased demand in the wake of the Corona crisis
Use cases – when user tests are particularly helpful
Existing collections can be adapted just as easily. To do this, for example, click on “Edit Collection” in the “Life cycle” collection and you will be taken to the same editing menu. In the following screenshot, we have completely removed the monetization area for demonstration purposes and adjusted the order of the topics within the “Life cycle” collection.
1. Understand optimization potential on an existing website
Shealready have a websiteand would like them with regards to theirImprove usability, thereby increasing more transactions or onehigher conversion ratetoachieve? A usability test is a good way to identify potential stumbling blocks for usersAftermathaboveongoingA/B testingeliminate exactly these weak points on your website and continuously increase the conversion rate.
2. Website relaunch – is the new site better received?
You are currently in the middle of a relaunch and would like tomake suren that yournewwebsite is better received by users? A usability test is suitable for this goal, in which the usersold and the new websitewith each other on different taskscompare. The users “think out loud” as they complete the tasks and compare their impressions of the changes.
3. Testing a website that has not yet been launched
They stand shortbefore launching a completely new websiteand wantplay it safe,that yoursproject will be successful. In this case one canUsability test in advancehelp with basicConstruction sitesfrom the perspective of the users on the siteidentifyand eradicate. Prototypes can also be tested. This ensures that the website is up and running at the moment of“Go Live”oneuser friendly, tailored to the target groupUsabilityhas.
