User testing is a technique to quickly identify issues with your product that are occurring with your visitors and customers daily, allowing you to make quick adjustments and improve the overall user experience. 

It’s easy to underestimate the importance of the user experience and how it can greatly impact your conversion rates.

This article will provide an overview of the user testing process, how to conduct it, and the tools you can use to get feedback from potential users.

What is User Testing?

User testing is a qualitative research technique that enables you to understand the needs and behaviors of …

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Think back to a time you had a bad experience using a website. 

Maybe the site was slow, or it had illegible typography and bad spacing on long landing pages. Or perhaps the navigation was confusing – too many options to choose from. 

Do you have a moment in mind?

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You click on a link, but instead of landing on the site page you want, a 404 error page pops up, indicating that the requested page does not exist.

We all have been there before…and it can be so annoying sometimes. 

As someone who takes a stroll on the web every day, I run out of fingers when I try to count the number of times I found myself on a website’s 404 error page. 

In fact, I recently visited over 30 websites to see how they designed their 404 error pages. 

Although some brands seemed to have figured out …

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One of the unwritten laws governing UX’s world is that designers have to borrow insights from the established field of psychology during their creative process. 

An understanding of the principles of human 

behavior,  aspirations,  and motivations 

are instrumental in making users perform the actions they are expected to. 

When we talk about simplicity for novel vs. routine tasks, we’re actually referring to the paradox of human behavior in web design. 

Users are accustomed to specific routines – behaviors on a website that they don’t need to think twice about. The novel task, on the other hand, requires a deeper consideration …

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This was the hypothesis used by the Etsy team when they were building an infinite scrolling feature on their website:

“Changing the pagination to ‘infinite scroll’ on the search results page, will increase items viewed and eventually purchases, as this is easier for the user.”

But after running the A/B test, the results surprised the team to the extent that they thought there was a bug or something. After doing some quality assurance, they were horrified to realize that the results were valid. 

Instead of increasing conversions and enhancing customer experience, the test showed negative results.

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There is no such thing as an impulse purchase. 

Just because something is “inexpensive” doesn’t mean it’s an impulse decision. 

Just because someone tends to purchase suddenly doesn’t mean they are making those decisions impulsively. 

They’ve gone through a purchase journey – may be faster than others, but they have. 

This customer thought that his purchase decision was on impulse – digging deeper, he was ready to make this decision more than anyone else. 

After speaking to hundreds of customers, I’ve become well versed in understanding how to root out the causality that led to a purchase. It’s …

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Heat maps.

They have come a long way and have been used in different industries. 

Being used in different industries is a clear sign that heat maps can be rewarding. You just have to know how to interpret raw data and turn it into insights. 

If you have a Shopify store and need a conversion research tool that can help you understand your users better, guess what you can use? 

Yes, you are right…heat maps. 

As a website tracking tool, heat maps can help open the lid and let you see your visitors’ behavior on your website. 

And once you …

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Why are users not scrolling on this site? 

This is the question that springs into the mind of most digital marketers, UX researchers, and designers when they analyze heatmaps and realize that users only focused on the “above the fold” content. 

If it were 1996 – in the early years of the dotcom industry – this wasn’t going to be a concern since users were not expected to scroll. The design of the early websites was centered on the “above the fold” concept and pagination in browsing tasks was the norm. Clicking was interpreted as interaction (and it still is) …

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