Why is it worth carrying out usability testing?

Carry out usability tests to improve the user experience on your website. Increased user satisfaction will soon lead to higher conversion rates.

What are user tests all about?

During the design phase, a UX designer draws on their knowledge and experience to hypothesise how a user is most likely to use an app or website. User testing is an excellent complement to their work. Through research, the UX design team will be able to confirm how users actually use the product.

If you want to check whether the website meets the needs of potential customers, it is worth carrying out research.

The benefits of conducting tests with users

The most important of these is identifying problems and any ‘gaps’ in the sales funnel. Usability testing also provides an opportunity to compare users’ expectations with the methods used to create a website or app.

Analysis of the results of the research will enable us to improve the problematic sections of the website/application in such a way as to maximise a specific conversion rate in the future – sales, building a mailing list email or how to achieve the lowest bounce rate.

Testing is most likely to be successful once the final product is ready. We know from experience that the most reliable results are obtained when the website is already live and being visited by its target users.

By observing their behaviour and drawing on the feedback they provide, we will improve the functionality of the final product. You will also find the answer to the key question: why aren’t users clicking on a particular element?

Tools to support usability testing

There are many ways to analyse the behaviour of users visiting a website. As a digital agency, we have analytical tools at our disposal that help us draw conclusions and plan our activities.

When is it worth conducting usability tests?

In fact, any stage of your business is a good time to check if your website is a smoothly running machine. There’s always room for improvement, and usability testing results will highlight areas worth focusing on.

This will give you the opportunity to improve conversions and increase the satisfaction of existing and new customers.

Another situation that companies conduct usability testing is when sales are declining. Unfortunately, this is a critical moment, and it’s crucial to act quickly, taking concrete steps to fix the most serious issues. User feedback can be helpful in these situations, as users report errors in the purchasing process.

What happens in a situation where sales in an online shop fall?

Usability testing will help you avoid a drop in revenue from sales and frequent abandonment of online shopping baskets.

However, if you notice significant fluctuations in conversion rates, it’s worth analysing the purchase journey to identify any potential errors or obstacles for customers. With access to basic analytics tools, you can pinpoint some of the issues.

If you’re unable to resolve all the issues, it’s worth contacting an interactive agency. We’ll be happy to help you identify and correct any remaining errors.

How do you select a usability testing group?

Let’s start by saying that testing doesn’t have to be difficult to carry out or costly. Although we learn more from the first user than from any subsequent ones, testing shouldn’t stop at just one tester.

Jakob Nielsen – one of the most well-known experts in the field of usability – has demonstrated, that reliable results can be obtained with the participation as few as 5 people. We will identify in this way the majority of problematic issues.

All testers should belong to this very same target group, so that the tests are fully reliable. If the test users represent various groups of users of your website, you should carry out separate tests for them.

Summary

Usability testing is fundamental to the creation of user-friendly applications and websites. The costs of a professional study carried out at the design stage are relatively low compared with the consequences of a poorly designed website.

A useless website will put users off returning and result in a loss of revenue. If you want a professional, high-converting website, commission the project to an interactive agency with an experienced team of UX designers.