Usability Testing: Discover How Visitors are Interacting with Your Pages

This is the sixth post in a series that outlines ideation techniques to develop customer-centric test hypotheses. Use these methods to power your experimentation platform and your a/b testing program.

This blog series compliments our free, in-depth guide to using structured ideation methods to generate better ideas, better tests, and better decisions.

Fast-track invaluable feedback quickly and inexpensively conduct unmoderated, remote usability testing to discover how visitors are interacting with your pages. Get the Complete Guide to Structured Ideation.

Written in partnership with Conductrics, the guide is comprehensive, and it sprung from the gospel of charismatic Conductrics CEO and Founder Matt Gershoff:

Most of the work--and value--in experimentation is how well the problem is defined upfront; how well the experiment is designed; and how well the team is able to understand and interpret the experiment's results," says Conductrics CEO and creator, Matt Gershoff.

Our previous posts in this blog series, which summarizes chapters from the guide, covered Digital Behavioral Analysis, Comparative Research, Heuristic Analysis, and Ideation Workshops, all of which help you create hypotheses to for enhancing the user experience and outcomes of your website. In this post, we’ll look at how you can employ remote usability testing to fast track this discovery by directly observing your users’ experiences.

Chapter 6: Usability Testing

In the sixth chapter of the structured ideation method guide, we explain how you can quickly and inexpensively conduct unmoderated, remote usability testing to discover how visitors are interacting with your pages. When you understand where and why users are having issues on a page, you can build that intelligence into tests that ultimately inform your pages’ strategy and improve user experience.

This chapter is designed for people who are new to usability testing. We explain how usability tests work, discuss when they’re useful, and lay out some of the remarkable insights you can glean from the process — compelling information you can use to get buy-in from the rest of your team. Not sure if usability testing is right for your business? We’ve included a handy list of pros and cons to guide the decision.

Finally, the Usability Testing chapter walks you through how to conduct usability testing from beginning to end, so you know what to expect at every stage. Throughout the chapter, you’ll learn how to:

  • Identify the problem you want to solve and determine the scope of usability testing goals
  • Select the usability testing tool that’s appropriate for your purpose
  • Choose selection criteria for the usability test segments
  • Write and QA an unbiased testing script
  • Execute the usability tests
  • Analyze the results using both qualitative and quantitative metrics
  • Take action to share the insights from your research
  • Use usability research to inform the decision-making process

Maximizing Optimization Program ROI With Search Discovery & Conductrics

If you’re ready to get serious about optimization, testing and experimentation are critical. A structured, well-defined optimization program can help you discover key customer insights at scale. That way, you’ll have the necessary information to execute targeted changes that drive the business forward.

At Search Discovery, we design and implement custom optimization strategies. Each program is tailored to your goals, whether you want to increase conversions, boost sales, or rework the customer journey. We know that budgets are limited; our goal is to maximize ROI.

Our expert team works in partnership with Conductrics, a robust experimentation platform that supports complex, best-in-class testing programs. With Conductrics, your program operates on a dedicated server to ensure speed and privacy. If you’re new to optimization, don’t worry: a Search Discovery team member is there to support you at every stage.

To learn more about the Search Discovery structured ideation methods, check back for additional summaries or get the guide.

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Talk to our experts about usability testing or getting started with Conductrics today.

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