How can you use user testing to identify website conversion barriers?

1 What are website conversion barriers?

Website conversion barriers are anything that can impede visitors from completing the desired action on your site, such as buying a product, signing up for a newsletter, or filling out a form. Poor navigation and layout, slow loading speed and performance issues, lack of clarity and trustworthiness, inadequate or irrelevant content and offers, complicated or lengthy checkout or registration processes, and insufficient or hidden information and support are all common examples of website conversion barriers.

3 How to plan and conduct user testing for conversion optimization?

To conduct effective user testing for conversion optimization, you need to follow a systematic process that includes defining your objectives and research questions, recruiting and screening participants, preparing tasks and scenarios, selecting tools and methods, running user testing sessions, and analyzing and reporting your findings. You should consider what you want to learn from your users, the main conversion goals and metrics for your site, who your target users are, how many participants you need to recruit, what tasks they should complete on the site, whether you will use moderated or unmoderated methods, online or offline tools to conduct the user testing sessions, how you will facilitate and record them, how you will organize and interpret your data, and the best way to communicate your findings and recommendations.

4 How to identify website conversion barriers from user testing data?

User testing data can provide valuable insights into website conversion barriers, but it's important to know how to analyze and interpret it. To identify conversion barriers, look for patterns and themes, listen to user feedback, observe user behavior, and measure user performance. Common issues should be identified across different participants, tasks, or scenarios. Additionally, pay attention to what users are saying about your site, how they interact with elements on the site, and how well they're completing tasks or scenarios. This data will help you identify where users hesitate or struggle and make necessary adjustments to improve your website.

5 How to overcome website conversion barriers with user testing insights?

User testing insights can help you to overcome website conversion barriers by providing actionable and user-centered solutions. You should prioritize your improvements, implement and test your changes, and iterate and refine your process in order to optimize your site's performance and conversion rate. Additionally, collecting and using user feedback and data is key to creating a website that meets user needs, expectations, and preferences. Ultimately, user testing is a powerful way to identify and overcome website conversion barriers, thus converting users into loyal customers or leads.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?