User testing feedback is one of the most effective ways to generate website improvement ideas. This is far superior to guessing what to improve, relying on gut instinct, or simply listening to what your HiPPO wants to improve.
Many companies conduct user testing, but many of them use poor questions and tasks. This means that their insights are limited, and as a result, they don’t improve up with perfect website improvement ideas.
Table of Contents
1. Do you believe there is anything unique about this website?
This is crucial for determining whether you are effectively highlighting your website’s unique value proposition. If you don’t do this well and prominently enough, they won’t know why they should use your company and will instead go to competitor websites, resulting in lost sales.
2. What are the most important factors influencing your purchasing decision?
Knowing that user testing helps you concentrate your website content on the most critical factors that influence purchase decisions. Free returns, for example, may be significant to them, but you may not be able to provide them. Many businesses aren’t aware of this; don’t understand what factors most influence a customer’s purchase decision.
3. To find something you’re looking for, use the navigation or the internal search. How practical were these alternatives?
This helps you figure out how good and easy your navigation and search are because you need to understand that both of these things help visitors find exactly what they’re looking for as quickly as possible.
4. Place a product in your shopping cart and start the checkout process. How easy does the checkout process appear to be? How reliable does it appear to be?
This is important for learning about issues with your necessary checkout process user testing — it’s critical to resolve or improve any problems that arise quickly. If you don’t have an eCommerce website, ask them to start the signup process and provide feedback as they go.
5. Find up information about “X.”
Mention discovering a product, service, or piece of information that your visitors should be critical of. This is important for determining how easy they find it. If they have trouble finding it, make it more transparent and easier to find, user testing.
6. Would you have bought something from this website? Why not, if not?
This is an excellent summary question to ask near the end of the user test because it often helps user testers summarize their main issues with your website.
7. Go to the “X” website. What are your initial impressions on this website?
Because visitors can often judge your entire website in less than 5 seconds, these first impressions are essential to discovering. They may also leave if they don’t like what they see. As a result, it’s necessary to find what they think when they first visit your website and then make changes based on their feedback.
8. What are your main reservations or concerns about this website?
This is one of the essential questions because knowing the answer will help you figure out what content or risk reducers you should include to alleviate their concerns and encourage them to buy more frequently. If they don’t understand how a feature works, for example, you should explain it more thoroughly
9. Please use Google to find a similar website, visit it, and describe what (if anything) you like about it.
If they have any time left in their user test, this is a great question to ask last. It helps you understand other websites that your target audience may visit and what they like and dislike about them. It’s a great way to get ideas for improving your website by looking at competitor websites. However, don’t just copy them because each website is unique.
10. Other than lowering the price or offering discounts, what would increase your chances of purchasing?
This is a good follow-up question because it helps you to figure out what prompted them to discover. For instance, they might want a free trial or a more detailed explanation of something. Once you know this, you can incorporate messaging or offers relevant to their feedback to increase the likelihood of them making a purchase.
Bringing things to a close
I recommend using these new, better questions and tasks the next time you conduct user testing. The information and feedback you’ll receive will be eye-opening and helpful in improving your website quickly.
However, learning best practices for setting up user testing to ensure higher-impact feedback isn’t just about the questions and tasks you use.
Read our next blog post for expert user testing creation tips to assist you. That is what we recommend you read next.