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Website Usability Testing: Why It’s Essential and How to Do It

28th Oct 2024 by Wayne Reed

You’ve got yourself a shiny website, maybe it’s looking quite the treat – but here’s the thing, looks alone won’t keep folks around. If visitors can’t figure out where to go or how to get what they need, they’re off quicker than a sailor on shore leave. That’s where website usability testing steps in – it’s about finding out exactly how people really use your site and whether it’s easy for them to get from point A to point B without any faffing about.

If you’re scratching your head wondering why folks keep leaving your site without buying, or why certain pages seem cursed with high bounce rates, usability testing might be just the ticket. Here’s why it matters, how you can get started, and a few tips to make sure you’re doing it right.

Why Usability Testing Matters

Usability testing is the backbone of a website that’s not only pretty but also functional. Here’s why it’s worth your time:

Keeps Users Happy –

People like things easy, right? A smooth and simple experience keeps them from getting frustrated, which means they’re more likely to stick around.

Boosts Conversions –

When users find it easy to navigate, they’re more likely to buy, sign up, or do whatever you’re hoping they’ll do on your site. It’s as simple as that.

Saves You Trouble Later –

Fewer support queries and emails asking “How do I…?” mean less hassle for you. A well-functioning site saves both you and your users time.

Improves Accessibility –

Usability testing often uncovers things that make your site difficult for folks with disabilities. Fixing these means everyone gets a fair crack at using your site.

Gives Google a Nudge –

Search engines love a good user experience. A well-optimised, user-friendly site often means better search rankings.

How to Do Usability Testing Properly

Alright, so now we’re clear on why it’s important, here’s the bit where you roll up your sleeves and actually get stuck in.

Set Clear Goals

First up, decide what you’re trying to learn. Are you curious about how easy it is to make a purchase? Or maybe you want to see how long it takes for folks to find your contact page? Be specific here, so you know what you’re measuring.

Pick Your Testing Methods

There are a few ways to go about this. You can try A/B testing to see which version of a page works best, use heatmaps to see where people are clicking, or just sit down with a few users and watch how they get on with your site. Different methods give you different insights, so it’s worth mixing it up a bit.

Choose Your Participants

Here’s the key: you want folks who are a decent match for your actual audience. Got an e-commerce site for bath bombs? Make sure your testers are people who’d actually buy that sort of thing, not just anyone with a spare five minutes.

Run the Test

Ask your participants to carry out specific tasks – buying an item, signing up for a newsletter, finding information, and so on. Watch what they do, and more importantly, where they struggle or get stuck.

Run the Test

Now it’s time to go through your notes and recordings. Look for common threads: are there spots where multiple people had issues? These are your areas to improve. Don’t worry if you feel like it’s a big list; just prioritise what’ll make the biggest difference.

Make Changes and Test Again

Here’s where the magic happens. Implement the changes and then run another round of tests. Usability is an ongoing process, so keep testing to keep things running smoothly.

A Few Final Words

Usability testing isn’t a one-and-done job. The digital world moves pretty rapid, and as you add new content, products, or features, your website’s usability can shift. Regular testing helps you stay on top of things, giving users a top experience that keeps them coming back.

So, if you haven’t given usability testing a go yet, now’s the time to start. Dive in, keep things smooth, and you’ll see the difference it makes.