User Testing to Increase Conversion Rates
Website user testing is now cheap on a per user test basis. Every website should undergo interface testing. If you need user experience testing, and at a great price, read this review.
I have been recommending User Testing for years. It used to take a lot of time, a lot of work, and be a royal pain in the butt . However, to increase conversion rates on a website, you do it, cause it yields the most insights compared to all the other tools in a CRO’s pocket.
That Was Then! When User Testing involved;
- Convincing the Client of the value of User Testing.
- Convincing the Client of the cost.
- Convincing the Client’s boss of the value and cost.
- Booking a User Testing Facility (Computer Lab or Training Room).
- Recruiting other eMarketing Folks to Monitor.
- Recruiting Target Audience
- Developing handout materials
- Conducting and Overseeing User Tests.
- Keeping users focused on goals.
- Compensating users.
- Going home and kissing the kids goodnight.
- Reviewing notes as interpreted by monitors.
There is a lot of pain in there. 1st, finding the right audience and getting them to actually show up is always a challenge. The part I hated the most was the time of day user tests were held, since most users groups are held after work to allow for people’s schedules. Well, that was then.
This is now! When all you need to do is;
- Developer a User Testing Brief (Demographics, Goals)
- Submit new user testing session to UserTesting.com
- Review Videos.
UserTesting.com is simple and effective. No, I am not being compensated in any way here, they don’t even have an affiliate program. They are the real thing. A service that makes a difference. Refreshing really.
How it works – Tell them what you want users to try and do, making sure your target demographic is clear. Typically it takes about 3 days to get the 10 user testers I want, as opposed to about 7 business days for setting up a User Test. It also costs $30/user test as opposed to about $150/user test the old way (My client’s costs have been cut in half as a result).
Here is a screenshot of my account , the test you see are for a client of mine (sorry I had to blur out their name etc for confidentially reasons) that really needed to improve their website. In fact, it was completely insane to throw paid traffic at their site, which they were to the tune of $6K/month, with the site in its current condition. In order for me to illustrate how much their eCommerce site needed a major revision (I don’t believe in redesigns, but that is another post), I conducted a simple 10 user test session with UserTesting.com.
After watching bit of 3 tests, the company stakeholder through up his hands and said “WE SUCK”.
Here is what I suggest , get user testing for your site right away. Start with 3 Tests just to get a feel for it and identify the big issues.
Get excited, your about to make discover you site’s biggest issues.
By the way , the service I use is www.UserTesting.com. Full disclosure, we are UserTesting.com partners (but we only partner with the best, so I think you’re good there).