We are usability experts and run various usability studies professionally. We have used usability testing extensively, for example to improve the user-friendliness of e-commerce stores.
For an e-commerce store, usability is essential. Nothing is easier for a customer than clicking over to a competitor's site. That's why a potential customer arriving at your store deserves to find the information or function they're looking for as easily as possible.
The solution: getting to know the users
By carefully getting to know your store's customers, we can design a more user-friendly e-commerce experience. The process can start with interviews or surveys and end with usability testing, where the store is tested with real users.
In a usability test the session is recorded as a screen capture video so that analysis can be precise. This reveals the issues that hinder a positive user experience and reduce store performance.
Example: a usability test
We carried out a quick five-user usability test for an e-commerce store. We first defined the goals for the store and the test, created user profiles, designed test tasks and recruited test users from the target audience.
The result was a list of concrete usability issues in the store, which could be fixed afterwards.
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What does usability research mean?
Usability research is a method for understanding how well a website or e-commerce store supports its users in their goals. Typical methods include moderated user tests, heuristic expert evaluation, interviews, surveys and analysis of analytics data.
How many test users are needed for a usability test?
Studies show that even five test users uncover about 80% of the most serious usability issues. We generally use 5-8 test users per study. More users can refine the results or test more user groups.
What is the difference between usability testing and heuristic evaluation?
In a usability test, real users complete given tasks in the store and their actions are observed. In a heuristic evaluation, a usability expert reviews the store against known usability principles (e.g. Nielsen's heuristics). The methods complement each other.
What does usability research cost?
The price depends on the method, the number of test users and recruitment of the target group. A light heuristic evaluation starts from a few hundred euros, and a comprehensive moderated user test with recruitment from a few thousand. We give a quote once we know the goals and scope.
How does usability research improve conversion?
The research reveals concrete usability issues that drive customers away during the purchase process. When these issues are fixed, users move through the funnel more smoothly, which shows up as higher conversion rate and average order value. Usability is often the fastest way to grow an e-commerce store.
Can usability research be done remotely?
Yes. We carry out usability tests both on-site and remotely over video. The advantage of remote testing is that test users can be recruited across Finland and participate from their own familiar environment.