10 things it is possible to user test on your own B2B website

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
5 min read

10 simple test ideas for the B2B website, to improve conversions and enhance the user experience, through user testing

User testing may be the procedure for testing components of a website to boost conversion, sales and revenues, along with overall improving an individual experience which brings for mentioned benefits. Understanding user testing is half the battle, what can you test to create changes to boost an individual experience for the customers?

Introduction to user testing

In our new Quick Win – 10 things it is possible to user test on your own B2B website – we explore user testing and the many methods which can be conducted, including:

Moderated testing (online and offline)

The most in-depth method, this calls for speaking right to a participant either personally or over the net, while they’re on your own website, while their screen has been recorded. It’s quite time-consuming nevertheless, you get a large amount of feedback and will probe users, asking questions such as for example why they clicked a particular thing or what they likely to be on a particular page.

Remote moderated testing

Remote testing services like WhatUsersDo, Usertesting.com and Usertest.io permit you to record the screen of users while they provide feedback if they will work on tasks you’ve given them to accomplish on your own website. It offers invaluable feedback and you will test specific pages and journeys. It’s affordable and fast and websites are tested within their easiest environment, for instance, while your users are in home or work.

Other methods

Card sorting and tree testing are methods is discussed in the Quick Win that may assist you to designed the navigation of one’s website.

Preference testing, surveys, needs interviews and the 5-second test are great, fast and affordable means of getting feedback on your own designs. The Quick Win explains each one of the methods in greater detail.

I’ve experienced UX, doing work for UX companies for a couple years and also have always been a large advocate of user testing atlanta divorce attorneys job I am in, but I’ve pointed out that B2B companies might not test websites just as much as B2C,m I certainly noticed this with regards to order volume when I worked for a user testing company. When I first joined Smart Insights they’d already conducted user testing and we did more, Smart Insights certainly can be an advocate of UX and usability testing.

What to test

Let’s take a look at the many pages, journeys and channels you can attempt in the B2B world.

1. Homepage

Your homepage is among the most significant pages on your own website, it requires to keep users on the website whenever you can. By conducting user testing to comprehend whether users understand your site, everything you offer and if they just like the design in addition to whether they’d stick to your website predicated on what they see on the homepage, you may make amends as appropriate.

Try 5-second test, preference ensure that you exit-intent surveys and also Hotjar or Intercom to assemble feedback on your own homepage.

2. Checkout

A checkout process, contact page, form or any related processes or forms, ought to be tested independently to ensure they work correctly. A negative checkout experience means you’re literally losing profits. In case a customer must contact you for a scheduled appointment and the knowledge is poor, complicated or fails at all means again you’re losing profits when the truth is it’s a very easy and magic pill, also it is a essential fix.

Try remote moderated testing to check on an activity is dealing with multiple users, everytime you create a change to forms and checkouts ensure that you reach least 3 users to check it. If you are prototyping a checkout or form, consider moderated testing.

3. Sales letter pages

Sales letters will be the backbone of B2B websites and ultimately have the effect of sign-ups, leads and new prospects. Gathering feedback on sales letter pages may bring about feedback such as for example “it’s too much time” or it’s repetitive”, CRO tests work best for sales letter pages, but it is also good to accomplish some remote moderated testing to see if it could convert users. Jotjar intercepts asking in case a page would encourage a user to join up may also help allow you to get some actionable feedback.

4. Testimonial pages

Testimonial pages are something you can attempt within wider usability tests however, it’s beneficial to understand if the testimonials you have on your own website would encourage people to subscribe or if they seem believable.

5. Landing pages

Landing pages are another major facet of a B2B website, particularly when you’re running paid campaigns such as for example AdWords campaigns, content marketing, other paid media or social. Landing pages, like sales letter pages, may bring about negative feedback around length or wording, however landing pages are necessary so you can get users to convert and in addition essential for sign-ups. It’s key to comprehend whether a website landing page would encourage a user to join up or not. Your squeeze page is key! Consider Hotjar, moderated and remote moderated testing for the website landing page.

6. Your value proposition

Your online value proposition is essential, an excellent question to comprehend from your own users is: Does your market and do these potential customers understand your value proposition and do they believe your organization offers affordability? Moderated testing is most beneficial because of this.

7. Product pages

Again, vital when you have them! Product pages, like landing pages are what results in a conversion. May be the copy enough, an excessive amount of, perfectly and could it be saying the proper things. can be your product page helping people convert? Moderated and remote moderated testing is most beneficial because of this.

8. Videos

This one is really a nice to possess – should you have produced instruction videos and promotional videos, getting feedback on what they’re perceived and if they are adding to conversions is really a useful idea. Moderated testing, remote moderated testing and preference tests work best because of this.

9. Emails

Welcome emails, nurture emails, sales and promotion emails along with newsletters can all be tested for feedback and insight with user testing. If you are conducting remote or moderated user testing it is possible to ask people what they think about a design, this content and the positioning of the e-mail. Along with this, you can attempt designs in a preference test.

10. Content

Whether it’s copy, content marketing, sales letter copy, product page copy or homepage copy, you may use user testing research solutions to understand if the copy pertains to your marketplace as well as your visitors, that is something that as with email user testing can be achieved in any kind of moderated or remote testing, in addition to in preference tests.

Using Hotjar to obtain feedback during site visits might help gather feedback on website copy and messaging, furthermore it’s a good plan to include a survey poll to emails, asking should they found this content to be relevant and when they will have any feedback on the e-mail.

We have an extremely actionable and practical Quick Win on how best to do user testing which can help you step-by-step through methods and how exactly to do each one of the usual user testing approaches.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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