Usability testing plays a vital part in optimising any online site, particularly those dealing with ecommerce. It shows where potential customers might be having problems and helps you tweak structure and content to improve conversions.
The problem is that it can be time consuming and expensive to undertake. First of all, you have to choose the most appropriate tests. Then you have to get the right number of test subjects together, you may need a broad selection and you will have to pay them to undertake your
usability test.
As with many other aspects of the online world, there are companies that offer cheap usability testing which means you don’t have to burn a hole in your operating budget before your site goes live. It’s an area of web development that has improved over the last few years and allows you to highlight and act on those usability issues you haven’t picked up on because you are too close to the design.
1. Fivesecondtest.com
A useful starter tool is the five second test that shows how users interact with your site when they first go onto it. It can be used to test everything from home pages and landing pages, to brochures and other advertising initiatives. There are free options that allow for a limited amount of useful information but you can pay $99 per month (or as a one off fee) to have a full test including demographics and various other parameters.
2. Usabilla.com
Usabilla collects live user feedback that can help determine design and structural changes for your website and is used by some large companies such as Lufthansa. They also have a similar usability testing tool for apps and email which means you can get a better handle on your overall marketing strategy. Access to have up to 10 pages tested for usability starts at $49.
3. 4qsurvey.com
This is another usability platform that collects information and feedback from your visitors and can also be integrated with Google Analytics for a more rounded view of performance. 4qsurvey can also be used for tablet and mobile usability though the company is a little vaguer about their pricing structure than other platforms out there.
4. Usertesting.com
If you want actual videos of people using your site and how they interact with it then Usertesting offers just that, with a basic provision at just $49 per month. Their pro offering understandably comes with a lot more clout though it costs significantly more. If you want some insight into how users view your ecommerce platform it can be useful and cost effective.
5. Loop11.com
This company offers one of the simplest interfaces so if you are not particularly tech savvy then this may be the best choice for you. Loop11 offer a free initial usability test and have a clear pricing structure which starts at $158 per month. A little more expensive than some other
options but much will depend on how long you want to continue usability testing for and what you want it for.
6. Optimalworkshop.com
Optimalworkshop include some big players among their customers including Google and National Geographic. They offer tree testing which highlights problems with navigation and what first impressions people have of your site. Costs can vary for each provision, but the company does provide a monthly or one off survey starting at $109.
7. Click Heat
If you are looking for a free resource and your budget is limited, you may be able to address some usability issues with Click Heat. This is an open source program which monitors eye movement so you can see where potential customers are mostly focusing their attention on a
particular page.
8. Gweezy.com
Gweezy is another low cost alternative and you get your first day of use for free so you can see if it’s suitable for your needs. After that the price is $99 per month across the whole spectrum of testing which includes initial impact, image recognition and ease of clicking on links.
Guerilla Testing on No Budget at All
Generally, if you are going to be using one of the online usability testing platforms available you will have to pay to get the results you are looking for. Much, of course, will depend on the size of your site and its complexity. The more this is an issue, the more likely you will need some kind of formal testing system that actually does what it says on the box.
Choosing the right one is all important and most have a demo that you can try out for free so you can see what benefits you are getting. Ecommerce sites tend to be larger so the investment will be worth it.
For those on a very low budget, especially at the start up stage, there needs to be some form of testing and that could require roping in friends and colleagues who will be willing to give up their time for free to help. The problem with this approach is that you need to learn more in detail about usability testing so that you can get the most of out of it. That includes the kind of open ended questions you are going to ask and how you will interpret the results.
Most of us, when it comes to testing, tend to see the results that we would like or expected to see, which is not always the true state of things. What you ideally want is an objective set of answers that help you to create a better design and improve the user experience. For simple
websites, this is not a problem and may be a simple case of adding vital information that users think is missing or moving around links to make them more visible.
You will also have to test across multiple devices. More and more of us nowadays are using smartphones and tablets rather than large PCs and functionality and ease of use are highly important in this area. The best advice may be to go for what your budget allows at the moment, but keep in mind that once your ecommerce site or business begins to bring in more revenue you can then opt for formal testing that will improve usability and create even more sales.
By Anna Lemos, Content Marketing Executive at companyformations247
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