What is usability testing?
Usability testing is a method in evaluating a website, product or service by testing it with representative users. Typically, during the test, participants will attempt to complete defined tasks while observers watch, listen, and take notes. The goal of usability tests is to identify any usability problems, gather qualitative and quantitative data and determine the participant’s satisfaction with the website or product.
Now, that was the general definition for what usability testing is. This method is usually used when a website or digital product releases major interface or feature updates, needing user feedback for those new changes. However, in the stage of CRO research, conversion rate specialists utilize usability testing for a different purpose.
The difference between usability testing in CRO research and in UX
Not all usability testing is created equal, especially when we venture into the realms of Conversion Rate Optimization (CRO) and User Experience (UX). It’s important to understand the differences between these two, and more importantly, unveil the pitfalls you should dodge.
For usability testing in CRO, our mission is laser-focused on amplifying conversions. Every tweak, modification, and enhancement is meticulously strategized to nudge the user subtly towards that desired action – be it making a purchase, signing up, or downloading a resource. As part of the research phase of CRO, usability testing scrutinizes how effectively a site funnels visitors toward these conversions. It’s all about strategy, tweaking, and tuning to ensure the pathway to conversion is smooth and irresistible.
On the other hand, usability testing in User Experience (UX) concentrates on improving the overall user satisfaction and experience when interacting with a product or website. UX usability testing is concerned with making the product easy to use, intuitive, and user-friendly, ensuring that users can complete tasks with ease and efficiency. It assesses various aspects, such as the layout, design, navigation, and content, to enhance the user’s overall experience and satisfaction. This is usually a much more complicated process than the level of usability testing needed in CRO research.
While both usability testing in CRO and UX aim to improve a website or product, they do so with different focuses. CRO is more conversion and business goal-oriented, focusing on optimizing specific elements that directly impact conversion rates. In contrast, UX takes a broader approach, aiming to enhance the entire user journey, making the product more enjoyable and user-friendly.
The purpose of usability testing for CRO research
In the CRO research phase, it’s fundamental to first evaluate the usability of the website, app, or digital product. This is a cornerstone requirement, not just in UX, but also in CRO. After all, if a website is plagued with bugs and you can’t even find what you need, you definitely won’t put your trust or your money in it. Here is what to look for when conducting CRO focused usability tests:
Find low-hanging fruit and implement right away
One primary objective of utilizing usability testing in CRO is the identification of apparent errors and straightforward improvement opportunities. These are usually code bugs, 404s that shouldn’t be there, plain wrong information, or things that just completely go against best practice. You would be surprised at how many of those exist on websites big or small.
By identifying these initial, clear-cut enhancements, we foster immediate implementation without needing to conduct A/B tests on those findings. You don’t need to test a spelling error, or a section that has navy text on black background, you just go ahead and fix it, facilitating a more efficient optimization process.
Find points of confusion in the user journey
Usability tests help identify the rough spots and confusing crossroads that users encounter while navigating. One other primary mission is to smooth out the journey, ensuring that the path from entry to conversion is as sleek and straightforward as a waterslide.
By meticulously analyzing how users interact with a website or app, usability testing unearths the spots where they stumble. Whether it’s a cryptic navigation menu, a button that plays hard to get, or a form that feels like a never-ending questionnaire, these roadblocks can lead users away from the conversion goal.
The different usability testing methods
Let’s get straight to the point and dissect the two main types of usability testing: moderated and unmoderated testing. These methods are key in optimizing websites and digital products, mostly done remotely nowadays.
Moderated Testing: Real-Time Interaction
In a moderated test, there’s a live facilitator who interacts with the participant. It’s all about real-time communication. The facilitator guides the user through specific tasks, asks questions, and collects immediate feedback. It’s hands-on and interactive, allowing for in-depth insights and immediate clarifications. This method is excellent for exploring user behaviors, attitudes, and overall experience while users interact with your product.
Unmoderated Testing: Flexible and Independent
Unmoderated testing, on the contrary, is more laid-back. Participants complete tasks on their own without live guidance. They’re given a set of tasks, and they navigate through them independently. It’s more like a set-it-and-forget-it type of method, where users provide feedback that can be analyzed later. Unmoderated tests offer flexibility and broader participation since users can participate at their convenience.
How to Choose?
Your choice depends on your goals. If you’re looking for detailed insights and don’t mind spending more time (and money) per session, moderated tests are the way to go. For quick, diverse, and more quantitative feedback, unmoderated tests might be your best bet. Both methods have their own set of benefits and can provide valuable insights to enhance usability and overall user experience. Choose what aligns best with your objectives and resources.
How to conduct website usability testing for CRO
The objective here is clear: optimize the user journey to enhance conversions. Let’s break down the steps to effectively conduct website usability testing for CRO research:
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Define Clear Objectives
What exactly do you aim to achieve with usability testing? It could be improving the checkout process, enhancing product discovery, or simplifying form submissions. Establish specific, measurable goals to steer your usability testing in a focused direction.
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Select Your Participants
Choose individuals who represent your target audience. These participants will interact with your website, providing valuable insights into user experience and potential areas of improvement.
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Craft Task Scenarios
Create realistic tasks that participants will execute on your site. For instance, finding a specific product or completing a purchase. Ensure these tasks align with your defined objectives.
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Conduct the Test
Observe and document as participants navigate through the tasks. Pay close attention to their actions, expressions, and comments. Tools like heat maps and session recordings can be quite illuminating.
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Analyze and Interpret
Gather the data and sift through it to identify patterns, pain points, and potential enhancements. Look for trends that can inform actionable changes.
Here are some examples:
Example 1: Let’s say you run an online bookstore, and you want to improve the book purchasing process. You could ask participants to find and purchase a specific book. Observing their journey will enable you to pinpoint where they face difficulties or hesitations, allowing you to make necessary adjustments to simplify and optimize the process.
Example 2: Imagine you have a blog, and your goal is to increase newsletter sign-ups. You could task participants with finding and signing up for the newsletter. Their interactions will reveal whether the sign-up process is smooth or if there are obstacles hindering conversions.
PRO TIP:
Usability testing is undoubtedly powerful but often comes with significant expense. In the UX research phase, however, there’s no absolute need to invest tens of thousands of dollars engaging a multitude of user testers—unless your budget comfortably allows. Remarkably, a concise group of just 5-8 participants is typically sufficient to unveil a majority of usability issues, ensuring the testing process is both economical and efficient.
Crafting a website that resonates with users and encourages conversions is an ongoing process. Usability testing is your ally in this journey, offering insights that are instrumental in fine-tuning your website for optimal performance. By incorporating these steps and examples, you’re well on your way to a website that’s not just usable, but irresistibly conversion-friendly.
