Getting Started with User Testing for Website Optimization

Why do we need user testing?

The answer is really simple. You want to create a successful product. Your website will perform ten times better if you develop an efficient and convenient experience for your users, not for yourself. Your users have to understand your website and feel comfortable using it, not you. User testing is the easiest way to find out if you meet the needs and problems of your users. Is the process or solution understood by your users, or are there still problems that you can fix. This will save you a lot of resources and time in the design and development process. You will solve problems that real users have, not the ones that you think you should solve.

How is user testing done?

Many people think user testing is very time consuming and connected to bigger investments, like setting up a proper usability lab and paying for users to come to the tests.
But testing can be much simpler, e.g. guerilla testing with a mobile phone on the street or just using a computer with a web cam and testing in your office or in the users natural environment. Often you will manage to find testers for free or very little money.

To integrate your users in your website design and development process most efficiently, tests should ideally happen every week, or at least every two weeks, integrated in your development process or sprint.

The process of user testing

Create hypothesis

What should be tested? It is crucial to understand that not everything can be tested. Try to identify a few main questions or tasks for the test, ideally together with your development team. One way could be to use the analytics data of your website or digital product to find problems. The data might for example show that there is a high number of people who do not finish the checkout. So in this example one potential hypothesis statement that you want to test could be: “We will achieve an increase in conversions by XY%, if our e-­‐commerce users successfully achieve their product purchases with the checkout design.”


5 Steps to a Killing Product Description

5 Steps to a Killing Product Description

[Picture: copyright: Florian Klauer]

Why are product descriptions so important? And why should you spend your precious time on copywriting for your products?

Here’s why: product pages will be your number one traffic driver for your website. But it’s not enough to lead the customer to your website. The product page also needs to contain information of real value in order for the customer to make a purchase decision. First of all, you need a product description that will be found on Google. This will bring highly interested users to your website. And secondly, you need your killer description to convince the user to click the ‘buy now’ button. So far so good.

Now that we all agree that product descriptions are crucial – how do you optimize them?

Here are 5 steps to improve the quality of your descriptions:

[Picture: copyright:]


5 Steps to a Killing Product Description

Marketing Automation – why also small businesses should use it

Tuesday again and the newsletter is the big to-­‐do in the calendar, but you think you have tons of other more important stuff to do? Many professionals in small or medium businesses have similar problems. Due to a lack of time, expertise and other resources, Newsletter and other digital campaigns don’t convert as they should – and are therefore seen as burden and not as a helpful tool, what they should actually be.

How to counteract?

You may have heard about marketing automation and might know the basics. But you were always thinking it is only doable for big businesses to implement such huge tools and platforms. They cost a lot and take months and months until they are implemented correctly. And you are right, some platforms out there are too complex, too expensive and very time consuming to implement in a small business like yours. But I will try to convince you that there is software out there that could be just the right fit for you to grow and strengthen your small business or startup.