Sunday, August 19, 2007

With millions spent on Online Shopping, User Testing is Crucial

The benefit of user testing on eCommerce sites ...

"User testing, when conducted professionally, can provide an overwhelming insight into how real users actually interact (or attempt to interact) with your site.

As I have experienced on both transactional and non-transactional websites, from SMEs to blue chip companies such as Littlewoods Shop Direct, the return on investment by carrying out user testing can be outstanding to a businesses online operation.

1. Provides immediate quick wins - you can then action and subsequently enhance the user experience and user task completion rates, in turn increasing site conversions and ultimately your ROI.

2. Establish why checkout conversion rates are low and drop-out (abandonment) rates for a particular stage in the checkour process are high - again for E-commerce sites, a serious issue effecting the majority of sites large and small is poor (or poorer than what can be achieved) conversion rates of customers who have begun a checkout process. User testing this key shopping journey can identify where users experience barriers to progression and any areas of frustration or security concerns.

3. The significant Search Engine Marketing company budget isn’t being wasted - rather than continuing to throw money on Google Adwords marketing and similar, driving more potential new customers to your (un-tested/poor conversions) website, budget is spent optimising the user experience of the site which will provide much greater increases in return on investment."    (Continued via Usability News)    [Usability Resources]


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