Website Usability Testing Services

Every website owner wants to reach its full potential and gain insights to better understand their users. A usability testing company will help you figure out how to reach your digital marketing objectives and, therefore, come closer to realization of your business goals.

The Basics of Testing a Website

Usability work primarily aims to assist the audience of the site in achieving the targeted action. It is important to consider the specifics of business processes, a technology used, and company goals. A well-designed website not only attracts potentials but also increases income received from the current clients. Thus, the main task of the analysis and subsequent optimization of website usability is to research what problems website users face when they interact with its interface and available functionality. To increase a conversion rate, a website owner should ensure that people enjoy convenient navigation, easy access to all the necessary information for decision-making, and debugged functionality.

Main Reasons to Do Usability Testing

Usability testing allows you to reveal the problems related to website structure, functionality, interface, and content, which can lead to a decrease in conversion. In other words, testing a website aims to identify problems that prevent its visitors from becoming your customers. Confusing and illogical navigation, unpleasant reception, difficulties in reading texts, complexity in making an order are among the common usability mistakes. The core tasks of usability testing are increasing website’s conversion, reducing the cost of attracting customers, increasing the average cheque, growing a number of transactions per customer, and motivating visitors to make repeat purchases.

The result of such an audit is a list of recommendations for improving the interface of your site. There is a myth that you will need to develop a completely new website after the usability testing. As a matter of fact, in most cases, it is enough to work on weak spots that cause losing customers.

Usability testing services include analysis
of a large number of different factors:

If you plan to design a new website and have prototypes or concepts, you will also benefit from website test services. At the early stage of production, it is easier to prevent mistakes and apply all the necessary tools. In addition, pricing is usually lower as compared with usability testing when your website is up and running.

Testing
Usability
for Mobile

If the vast majority of your target audience accesses your website using smartphones and tablets, you need to also consider test mobile. This service is similar to website testing for desktop, for example, test users approach also works as well, but some nuances apply.

The potential issues to deal with may include incorrect Flash usage, content not adjusted for a small screen, non-responsive design, small font size, and touch elements placed too close. The page load speed is even more important for mobile than it is for desktop. The aforementioned worsens user experience and prevents your potentials from performing targeted actions on a mobile platform.

Examples of Usability Related Issues

One of the cases when usability testing is required is the following. Imagine that you attracted 1,000 visitors to your website as a result of a promo campaign. 100 of them selected something and added the products to the cart. This is a decent result, a 10% conversion rate, and you should feel upset if only 5 visitors actually completed a purchase.

If you do not make any improvements, you may also face the niche “burning out”. This means that users with a negative experience with the site will avoid going back to it, let alone try to accomplish the targeted action. This often leads to a situation when a site owner will have to face the fact that the target audience has narrowed to 5% of its possible volume due to poor website usability.

Stages of Usability Testing

The focus of work, choice of instruments used, and project duration differ but generally speaking, there are six main stages to complete.

1. Analysis of the Target Audience 2. Analysis of the Paths Followed by the Site Visitors 3. Identification of Barriers 4. Detachment from Competitors 5. Creating Recommendations 6. Working on Improvements

Stage 1:

Analysis of the Target Audience

Conducting research on your potential customers gives you an understanding of what is preventing them from performing the targeted action on your site.

For example, they may lack
information necessary
for decision-making.

Stage 2:

Analysis of the Paths Followed by the Site Visitors

Studying conversion paths from the entrance point to the fulfillment of the target action using thermal maps, WebVisor, analysis of how visitors move throughout a sales funnel, and so on.

Stage 3:

Identification of Barriers

Searching for barriers that reduce conversion by analyzing the behavior of visitors on the site and their wishes.

Stage 4:

Detachment from Competitors

Analyzing the business and its specifics, accounting for positioning and features of the competitors. The findings allow you to emphasize your uniqueness in design, e.g. design more recognizable logo, use other types, and more.

Stage 5:

Creating Recommendations

Composing clear, detailed, and justified recommendations for designers, developers, and content managers on how to improve a structure, functionality, and design of the website.

Stage 6:

Working on Improvements

Designing and prototyping improvements and changes that were revealed and approved during the audit.

1. Analysis of the Target Audience

Stage 1:

Analysis of the Target Audience

Conducting research on your potential customers gives you an understanding of what is preventing them from performing the targeted action on your site.

For example, they may lack
information necessary
for decision-making.

2. Analysis of the Paths Followed by the Site Visitors

3. Identification of Barriers

4. Detachment from Competitors

5. Creating Recommendations

6. Working on Improvements

Takeaways

The commercial success of a website depends on the
level of its SEO optimization, positions in search engines
for targeted keywords, effectiveness of using available
advertising channels, and the website’s ability to
effectively convert the gained traffic. A website should
provide the users, attracted by promotional instruments,
simple and convenient interface so that they could
easily find the required information and complete
a targeted action.

For more information on desktop and
mobile testings and analytics, contact our
representative. More usability solutions
and client’s feedback can be found in our
case studies.
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