User testing
Lucas Torres
Marketing Manager @365Scores | Strategic Growth | Data Analysis | Performance | Media Optimization | CRM Strategies
In my third week in the CXL Minidegree I keep talking about conversion, but from the viewpoint of user testing, possibilities, benefits. User testing is about insight into the user's mind, and usability.
Usability basically means how easy user interfaces are to use. If a website (or a process on the website – like checkout) is complicated to use, people won’t buy from it. If they can’t find a product they want, they can’t buy it. If they can’t figure out what the site is about, they will leave. So its kind of important.
How user testing differs from A/B testing
Testing is the method to test two variants to know which outperforms the other, thus implementing the right the one.
We need to apply A/B testing in a company to ensure we are making the right decision to change element of a page based on data, not on opinions.
The key to increase your sites revenue is constant testing, and making the changes based on results.
A/B testing is done on live website with real visitors who have no idea that they are part of a test. User testing on the other hand usually involves people observing recruited testers complete a given set of tasks on the website.
When to conduct user tests
Sample size
The minimum number of people to conduct user testing with is 5 and maximum is 15.
Ten people will find 95% of your problems. 15 will find basically all of them.
Due to the law of diminishing returns, it’s typically not cost-effective to use more than 10 people:
Multivariate Testing
Example we can have two headlines, 3 buttons and 2 images to test. Our combinations can look like:
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The multivariate testing is only feasible when we have a large number of audience members coming to our site. If it is less then we should better stick to A/B Testing.
Questions that I typically ask, and why:
What to observe:
?What do I ask them?
Start with a mindset:
Example: If you run an online store selling allergy relief products, you could say something like, “Imagine you were searching for products on Google and landed on this site”.
Tasks that I usually have testers do:
Once the test is complete, you want to have a brief reflection / summary session. Ask:
Prioritizing hypothesis
There are few frameworks that we can use to prioritize hypothesis on, i describe the PXL Model (recommended by CXL institute)
This model instead of asking us to give rating, provides us with objective questions with yes/no answer. And then calculates the importance by scoring the answers based on researched data on its significance.
In the next week i going to talk about A/B testing mastery.
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