Usability Testing For A Website: All You Need To Know
Usability testing is a method that ensures a website, application, or any digital product is properly functioning by viewing real users as they try to accomplish tasks on it. This methodology can be utilized to get feedback from actual users, thus reflecting the true usability of the website or application.
Why is Website usability testing important?
Website Usability testing is conducted and executed probably by the very people who will most likely reveal issues that website users familiar with a website can no longer identify—very often, in-depth knowledge makes it easy for designers, marketers, and product owners to miss a website's usability issues. Here are some points which can explain it easily
- Understand how your site works and don't get 'lost' or confused
- Can complete the main actions they need to
- Don't encounter usability issues or bugs
- Have a functional and efficient experience
- Notice any other usability problems
What are the Benefits Of Website Usability Testing?
Here are some of the benefits of Website usability testing:
- Understand the User - Website Usability Testing helps to understand the user and the nature of the user by analyzing how the user is visiting the website and what is the Purpose of visiting the website.
- Catch minor errors - It helps to catch the minor errors and minor bugs on the website which helps in improving the usability of the website and decreases the bounce rates
- Identify the issues with complex flow- As on the website the flow and smoothness are very important to make the user explore the website and with the website usability testing it's very easy to find if there is any problem with the flow of the website.
- Increases Conversion - After testing, and fixing all the problems it's easy for the user to find the desired thing for which the user has come which can lead to an increase in conversions.
- Time Saving - As the website usability testing finds the errors and bugs at the very basic level it makes it easy for the developers to find and fix them without wasting any extra time.
Types Of Website Usability Test
Here are some of the methods by which website usability analysis and usability testing of the website can be done
Moderated vs. unmoderated usability testing
Moderated usability testing- As soon as the live, active, and engaged moderator makes sure it is usually the researcher walks the participants through a test by asking usability testing questions while also observing participant behavior during the test.
For example - A DishWasher brand wanted to test the usability of its product, then it would have to test it on a potential customer.
Unmoderated usability testing- Qualitative research where users undertake predetermined activities using a design or interface. Only the user is present in the session in such unguided studies. The user makes use of a usability platform, for instance, the Appsierra platform, and completes the tasks while answering questions out loud.
For Example - For instance, you can test whether or not the user can successfully use a certain feature on your website
Methods of Website Usability Analysis
Here are some of the Methods of website usability analysis :
1- In-Person Usability Testing- The one that is moderated, in-person tests provide the greatest control. Resource-intensive, they are good for gathering richer information.
2- Lab usability Testing - This type of usability research takes place inside a usability testing lab. A trained moderator observes and asks questions from another room as the test participant completes tasks using computers or a mobile device. Stakeholders usually sit behind the one-way mirror in the testing area and watch the events taking place while following along with the test participant's performance by making notes.
3- Guerrilla Testing - It is used to test a wide cross-section of people who may have no history with a product. It's a quick way to collect large amounts of qualitative data.
4- Remote Usability Testing- Moderated and remote usability tests are performed via a computer or phone and require a trained moderator. They’re good for picking from a wide range of testers while still taking advantage of a moderator's skills and ability to dive deep.
5- Session recordings- Session recordings use software that records precisely how real people but anonymized click, move, and scroll on a website. Recording sessions are an excellent means of identifying major flaws in the intended functionality of a site, seeing how individuals click through its page elements like menus and CTAs and where they fall, u-turn (quickly hit the back button after having landed on a new page), or abandon altogether.
Figures on Website Usability Testing
- Every $1 invested in UX results in a return of $100 (ROI = 9,900%).
- Boosting the UX development budget by 10% can lead to an 83% increase in conversions.
- Companies that implement top design practices grow twice as fast as the industry benchmark growth rate.
- 1 in 5 users spend over 4.5 hours per day on their mobile phones.
- 39% will stop engaging with content when loading time takes too long.
- 85% think that a company's mobile site should be as good or better than a desktop site.
6 Steps to Conduct Website Usability Testing
Now that you know the usability testing methods available, there are steps that you need to follow to make the tests relevant to your website’s improvement.
1- Identify What to matter
Starting point: Clearly define what you want to achieve with usability testing and the kind of information you need.
For example, if you want to know if users want to buy a product successfully, then you need to test the whole process from visiting the front page to completing the order.
2- Identify the Best Method
After you set the test’s goal, decide which usability testing method is the most suitable. Also, consider the resources you have to do a website usability test.
If you need to conduct a very controlled test, then in-house testing is the way to go. However, you have to remember that it will take up more resources. Conversely, if you aim to obtain more results in a shorter time, unmoderated or moderated remote testing will do the job.
3- Create a Task Scenario and Set Your Success Rate
The next step is to create a task scenario – the objective that participants need to accomplish. This can be a series of tasks like the ticket booking example we’ve used before.
For instance, participants start by creating an account. After that, they need to select the airports, dates, and class. Then they need to choose the cheapest flight and proceed to the payment. Once you set the scenario, you need to determine your success rate.
4-Find Participants
Ideally, five to seven participants in each usability testing session suffice. It is much more manageable, and even third-party services don't cost too much, but development stages and methods of testing determine how many participants are actually necessary.
This approach does not require you to study the ideal user in advance because you are trying to validate the prototype and gain insight from your participants. The test also can involve up to 12 people in a single session.
On the other hand, you should get more relevant results at a late development stage. This will involve recruiting participants close to your user persona – traits that reflect the real users, including characteristics, needs, and goals.
5- Conduct The Test
When conducting a website usability test, you have to make it consistent in terms of the task and the order – even for unmoderated remote users. In other words, passing clear and concise instructions to the participants is essential.
You can inform them how long the test will take, how they should comment on their findings, and the test’s goal.
6- Analyze the Report
Depending on the type of testing and your goals, you need to summarize the findings and organize the reports. You may analyze the results using thematic analysis for qualitative data such as verbal or written feedback and interview answers.
As for quantitative data such as questionnaire responses, analyze the data using correlation analysis.
For a simple analysis, spreadsheets are useful for categorizing findings such as pros and cons, major and minor usability issues, or typical and critical problems. This makes it easier to plan any improvements to the website.
If you use a third-party website usability test service, they may analyze the tests and provide you with the reports. All you need to do is interpret the report and make improvements to your website.
What Are the 5 Factors that Determine the Usability of Test?
The 5 factors which determine the usability of the test are the following :
1- Learnability: It refers to the ease through which a user can learn how to use an application. During usability testing, this determines whether new users can complete simple tasks in good time and later enhance their performance. High learnability reduces the requirement for extensive training or instructions.
2- Efficiency: How fast users can finish tasks following the training on using the application. It is the time to any acceptable degree of completion of specified goals; in usability testing, time and efforts by which users accomplish their goals. High efficiency can be said to mean an intuitive interface and streamlined.
3- Memorability: This is how easily users remember how to use the application after not having used it for a long time. Usability testing checks whether or not users can return to the application to use it without relearning everything that they previously learned.
4- Failures: These represent the errors or issues faced by users as they interact with the application. Usability tests define common failures, their causes, and the implications of those issues for the user experiences. The goal is to avoid these as much as possible for effortless usability.
5- Satisfaction: It is the general level of satisfaction displayed by users toward the application. Usability testing collects user feelings regarding how easy and enjoyable the application is to use, how pretty its design is, and how usable it is in terms of functionality. High satisfaction means a great user experience and a tendency to continue using the application.
What are the 4 types of usability test questions?
The 4 types of Usability test Questions are
- Screening Questions: Determine who your target user is and the diversity of the test groups such that they are representative of all usability insights you seek.
- Pre-Test Questions: Sets the baseline knowledge and expectations among the participants. Get the pre-test ideas about the website before testing.
- In-test Questions: Collects immediate feedback on user experience while performing tasks. Points out the areas to be painted and improvements.
- Post-test questions: General satisfaction and usability; suggestions for improvements and last, final comments.
These are some of the questions type to help guide usability testing.
Conclusion
Website usability testing is a crucial prerequisite such that users have a positive experience on the website. Such testing checks whether it is easy for users to navigate, understand, and interact with the website by listing out the improvements needed. By conducting website usability testing, one can find and rectify issues obstructing user satisfaction and efficiency, therefore making intuitive and user-friendly interfaces.
Moreover, website usability testing would eventually detect user behaviors and trends that can influence future design and development decisions. All in all, effective website usability testing fosters retention, engagement, and overall website performance among users. Regular website usability testing will help to sustain an online presence.
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