Quick Wins

How to do website user testing to increase conversions

In this Quick Win we will explore reasons to do user testing, how to create a hypothesis for a test, how to pitch user testing to your manager. We will also cover practical steps on how to write test scripts, how to carry out user testing, how to analyse results and how to interpret those results to make change happen.

We’ll explore a range of user testing methods and techniques, including a range of techniques which fall under remote unmoderated user testing.

What will I learn

This quick win will help you pitch user tests to your boss, to help you find things to test and how to improve user experience of your website, to increase sales and revenues. This guide is detailed but I’ve tried to create short and snappy sections to help you digest information more quickly.

Who is this guide for?

This guide is intended for marketing professionals and marketing teams who may not have a full-time UX team member or CRO professional, roles may include:

  • Marketing managers
  • Marketing executives
  • Digital marketing managers
  • Anyone focused on website design or CRO in their role
  • Developers

How is this guide structured

Inside this quick win you’ll find:

  • Reasons to test, what to test, creating a hypothesis and writing a test script
  • Carrying out user testing
  • Analysing user test results, interpreting those results and implementing change

The guide is structured as follows;

  • What is the purpose of user testing
  • Types of user tests and how to do them
  • Pitching for and preparing for user testing

About the author

Robert Jones

Robert Jones is Senior Research and Content Coordinator at Smart Insights, he manages all member resource updates, recruiting and liaising with expert digital marketing authors. He produces our partner research reports and he is a member of the Market Research Society (MRS). Robert has over 6 years experience in Insight, UX and digital marketing campaigns. You can connect with Robert on LinkedIn or follow him on Twitter.

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How to do website user testing to increase conversions



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