What is usability testing?
A usability test is the process of observing 3 to 6 people trying to accomplish specific tasks on your website. The goal is identifying and fixing "pain points" on your website, giving your website visitors a more enjoyable web experience.
How do you conduct a usability test?
First, we identify the tasks on your website that derive the most value. This may include making a donation, purchasing a product, or filling out a form. Then we select 3-6 people that are representative of your audience to complete specific tasks. We use the latest technology to capture their interactions in a video.
Next, we create a detailed list of recommendations to help improve your website, complete with screenshots and a highlight video of how real people were using your website. After we review the report with your team, you will have the information needed to improve the "usability" or "user-friendliness" of your website. The goal is ROI: fewer bounces, less abandonment, more interaction, increased purchases/donations, and a better experience for your website visitors.
How many people do you observe during your test?
Depending on your budget, you will need 3-6 people that fit your target audience. We advocate for the approach Steve Krug popularized in his book Don’t Make Me Think. We want to identify real-world solutions that will help improve your website.
How is a usability test different from a focus group?
A focus group is a small group of people in the same physical location and reacting to ideas/designs/stimuli shown to them. This is a group process, with much of the value coming from how participants react collectively to each other or the content presented. A focus group is great for determining what your audience wants, needs, and likes in the abstract. They are best used for testing early in the development process for finding whether a value proposition is attractive.
However, they are not good for learning whether your website "works" or how to improve it. A usability test is what you want to find out how people actually interact with your website.
How does usability testing drive results?
Through usability testing, you are able to make changes that you know will improve the user experience on your website. For our clients, we have been able to lower bounce rates, decrease cart abandonment, and increase sales/donations through these efforts.
