As the saying goes, “knowledge is power.” What the experts will tell you, however, is that the kind of knowledge is more important than the amount. In the world of digital marketing, people think that things like SEO and Google Analytics are vital to successful campaigns. In reality, there’s more to your audience than what Google Analytics can tell you. This article will explore how usability testing can help you boost your website conversation rate, including how to best leverage usability testing.
Whether you are an online merchant with an e-store or a chain advertising products and services on the web, it’s easy to assume that your website conversion rate is mostly tied to SEO. When you are considering how to optimize conversion rates, you need to consider factors that come into play after traffic is driven to your site. After all, the end game is not just website visits, but transactions.
Usability testing is essentially assessing how “usable” your product is. For websites, it means figuring out how user-friendly, easy-to-use, and satisfying they are to people who visit and interact with them. These metrics are important because people are less likely to hang around and transact if they are frustrated with the website. You can’t assume that an inability to navigate your website is due to user error.
Usability testing, sometimes in conjunction with other types of testing, provides valuable insight on how to optimize your conversion rate. Here are some lessons digital marketers have learned through testing.
If you know that a significant portion of site visitors are seeking particular information, such as current discounts or notices on certain subjects, make sure that you not only provide this content but make it easy to find and access at the first instance.
Audiences of certain ages, genders, and education may have different preferences for visuals. This knowledge will inform everything from how your website is organized to more specific characteristics, such as fonts, colors, patterns, and more.
Make sure you are able to provide the information site visitors seek, but be smart about how you organize it. Don’t overcomplicate your design in a pursuit to be comprehensive. Do not cram dozens of tabs into your menu bar. Find ways to categorize. Use clear and simple language.
Not only does this allow you to quickly deal with complaints and other issues, but makes you appear more open, accessible, and reliable. Make sure your contact information is prominent and that your web forms are user-friendly and nicely formated.
A website’s success isn’t just determined by Google Analytics — conversion rate improvement can be facilitated not only by usability testing, but by focus panels, content testing, user testing, and message testing, among others. Contact us to find out more about how we can help you with your website conversion rate.