What is Usability Testing? Examples for Website Critiquing in CRO, UX, and SEO

Usability testing

Usability testing observes real users interacting with a site to uncover UX issues, improve conversions, SEO, and accessibility.

Why Usability Testing Matters

• Enhance user satisfaction

  Usability testing reveals how easily users complete core tasks, improving satisfaction and reducing frustration.

  • Task completion rate:

    Percentage of successful task completions indicating efficiency.

  • User satisfaction score:

    Subjective ratings collected through post-test surveys.

• Optimize conversion rates

  Identifies friction in funnels, enabling targeted improvements to increase sign-ups and purchases.

  • Call-to-action clarity:

    Testing button labels and placement to maximize clicks.

  • Checkout flow simplification:

    Streamlining purchase steps to reduce drop-offs.

• Improve seo and accessibility

  Enhances site structure and usability, lowering bounce rates and ensuring compliance with accessibility guidelines.

  • Accessibility compliance:

    Detects issues for WCAG standards to broaden audience reach.

  • Reduced bounce rate:

    Better UX leads to longer sessions and improved search rankings.

Types of Usability Testing

• Moderated vs. unmoderated testing

  Moderated sessions allow real-time guidance, while unmoderated tests are run independently by users.

  • Remote moderated testing:

    Conducted via video calls with a facilitator.

  • In-person moderated testing:

    Face-to-face sessions in a controlled environment.

  • Unmoderated testing:

    Users complete tasks on their own using testing platforms.

• Qualitative vs. quantitative testing

  Qualitative methods capture user thought processes; quantitative methods measure performance metrics.

  • Think-aloud protocol:

    Users verbalize thoughts while interacting.

  • Task metrics:

    Measures such as time on task and error rates.

• First-click testing

  Assesses if users click in the right place first when completing a task.

Usability Testing Process

• Planning and goal setting

  Define objectives, success criteria, and test scenarios aligned with business goals.

  • Define kpis:

    Set measurable targets like completion rate or time on task.

  • Select test scenarios:

    Choose realistic tasks that reflect user goals.

• Recruiting participants

  Select representative users based on personas and segmentation.

  • User personas:

    Profiles that match target audience demographics and behaviors.

  • Sample size:

    Balance statistical significance with practical constraints.

• Conducting the test

  Execute tests using scripts and recording tools to capture interactions.

  • Task instructions:

    Clear prompts to avoid leading or confusing participants.

  • Recording sessions:

    Capture screen, audio, and video for analysis.

• Analyzing results and reporting

  Synthesize data to identify patterns, prioritize issues, and recommend changes.

  • Affinity mapping:

    Group observations to spot common themes.

  • Stakeholder presentations:

    Visualize findings in clear reports or workshops.

Tools and SaaS Solutions

• Prevue.me

  Offers actionable video critiques with a focus on lead generation—covering CRO, UX, SEO, and accessibility.

  • Actionable video reviews:

    Detailed visual feedback highlighting usability issues.

  • Lead-generation focus:

    Prioritizes suggestions that drive conversions.

  • Seo and accessibility insights:

    Includes recommendations to improve search visibility and WCAG compliance.

• Usertesting

  Popular platform for recruiting participants and gathering video-based feedback.

  • Live conversations:

    Real-time interviews with users.

  • Recruitment panels:

    Access to diverse user segments.

• Hotjar

  Combines heatmaps, session recordings, and surveys to diagnose UX issues at scale.

  • Behavior analytics:

    Visualizes user clicks, movements, and scrolls.

  • Feedback polls:

    On-site surveys to capture user sentiment.

Best Practices and Common Pitfalls

• Best practices

  Incorporate testing early, use realistic tasks, and iterate based on feedback.

  • Test with real users:

    Avoid using internal team members who are familiar with the site.

  • Prioritize critical tasks:

    Focus on high-impact user journeys first.

  • Iterative testing:

    Run tests in cycles to continuously improve.

• Common pitfalls

  Be aware of mistakes that can invalidate results or miss key insights.

  • Leading questions:

    Avoid phrasing that biases participant responses.

  • Insufficient participants:

    Too few users can lead to inconclusive findings.

  • Ignoring participant feedback:

    Dismissing qualitative insights undermines the value of testing.

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