How can you use user journey testing to identify user segments?

1 What is user journey testing?

User journey testing is a type of usability testing that focuses on the steps and actions that users take to achieve a specific outcome on your website. For example, if you have an e-commerce website, you might want to test how users browse, select, and purchase products. User journey testing helps you understand how users navigate your website, what challenges they face, and what emotions they experience along the way.

2 Why is user journey testing important?

User journey testing is important because it helps you evaluate your web design from the user's perspective. By observing how users interact with your website, you can identify the strengths and weaknesses of your design, and find opportunities to optimize it for better user experience and conversion. User journey testing also helps you segment your users based on their needs, goals, and behaviors, which can help you create more personalized and relevant web content and features.

3 How to conduct user journey testing?

User journey testing can be conducted in various ways depending on your resources, objectives, and context. Typically, you'll need to define the user journeys you want to test, recruit and screen participants, prepare and conduct the testing, then analyze and report the results. For instance, you might want to test how users sign up for a newsletter, book a service, or contact you. To find users who represent your target audience and are willing to participate in your testing, you can use online platforms, social media, or referrals. You can conduct the testing remotely or in-person depending on your preference and feasibility. After recording their interactions, feedback, and emotions, review the recordings and data for patterns, insights, and recommendations. Finally, organize and present the results in a clear and actionable way using tools like user journey maps, personas, or storyboards.

4 How to identify user segments from user journey testing?

User segments are groups of users who share similar characteristics, needs, goals, or behaviors. Identifying user segments can help you tailor your web design to different types of users and improve their satisfaction and loyalty. To identify user segments from user journey testing, you can analyze the user data, such as demographics, location, device, or analytics, to segment users based on their attributes or behavior. Additionally, you can utilize qualitative data such as comments, ratings, or emotions to segment users based on their preferences, expectations, or satisfaction. Lastly, you can use the user journey maps, personas, or storyboards to segment users based on their actions, decisions, or outcomes. This allows you to gain insight into users' goals, tasks, and challenges.