How can you ensure website usability test is objective?

1 Define your goals and metrics

Before you start testing, you need to have a clear idea of what you want to achieve and how you will measure it. For example, do you want to improve conversion rates, user satisfaction, or task completion? What are the key performance indicators (KPIs) that will reflect these goals? How will you collect and analyze the data? Having a well-defined and realistic plan will help you avoid ambiguity and confusion during the testing process.

2 Choose your participants carefully

The quality of your website usability test depends largely on the quality of your participants. You want to select a representative sample of your target audience, who can provide honest and relevant feedback. Avoid using your friends, family, or colleagues, who may have prior knowledge or expectations of your website. Instead, recruit participants from various sources, such as online platforms, social media, or referrals. Make sure you screen them for their demographics, preferences, and behaviors, and offer them incentives for their participation.

3 Use multiple methods and tools

There is no one-size-fits-all method or tool for website usability testing. Depending on your goals and resources, you may want to use a combination of qualitative and quantitative methods, such as interviews, surveys, observations, eye tracking, or heat maps. You may also want to use different tools, such as software, hardware, or online services, to conduct and record the tests. Using multiple methods and tools will help you triangulate the data and reduce the risk of errors or biases.

5 Analyze and report the results

After the test, you need to analyze and report the results in a clear and accurate way. You need to organize and filter the data, identify the patterns and insights, and relate them to your goals and metrics. You also need to present the results in a visual and understandable way, using charts, graphs, or screenshots. You need to avoid exaggerating or ignoring the findings, and acknowledge the limitations and challenges of the test. Finally, you need to provide actionable recommendations and suggestions for improving the website usability.