User Research, UX research are two ways to call the same: research on the experience of a user on our website. Ie, their behavior, their motivations and needs.
When we want to increase the conversion of a research website user experience is critical, the User Research it is a key success factor. Thanks to this research we will get to know our user better, we will discover what he expects from our website and we will be able to adapt the navigation, the texts and the structure to what the user is waiting for. This is especially critical in e-commerce.
Converting a trade products a value between 1 and € 100 should be around 3% for products between 100 € 500 between 1% and 3%. For products over 500 € is usually around 0.5%. If this is not the case for your e-commerce and are above, congratulations! You did! I'm really happy! I have clients with 8% and 9% conversion, I know it can be done. If you are below, you should conduct research on user experience, you should know more about user research you are in the right place.
How can you investigate what is the behavior of your users? That is to say,
How to do User research?
These are the main techniques:
Eyetracking: it consists of keeping track of the user's gaze and seeing what he reads, what he does not read, what he looks at, what he clicks, what word makes him decide to continue reading or click the button to take the product to the shopping cart, etc.
You will find more articles I have written about Eyetracking here: Eyetracking.
A/B Testing: It consists of making several copies of different pages of your website and testing which one converts more users. Google has a tool to perform this type of test called Google Optimizer and it's free. Before it was called Google Experiments, perhaps you had heard of it.
Cart sorting: esta técnica sirve para testear cuál es la mejor arquitectura de la información en un sitio web. Consiste en testear a un grupo de usuarios entregándoles una serie de cartas con los productos que deseas vender o las diferentes secciones de tu web. Ellos deberán agruparlos por categorías y deberán ponerle un nombre a la categoría… te quedas de piedra cuando ves las diferencias entre tu forma de organizar las cosas y la suya… Esta técnica te ayudará definir la estructura del sitio web, a decidir qué pondrás en la página de inicio y cómo deberías etiquetar las categorías de navegación de tu web y las de tus productos.
You can also make focus groups ... but it is expensive and the results are not the most reliable ...
There is a technique that I always explain in class and it is very funny for the students, but it is real like life itself and I have used it many times: use your mother as a beta tester.
Sí, como lo oyes. Tu madre te dirá siempre la verdad, no es una heavy user de internet pero sabe navegar y desde que usa Whatsapp y se ha registrado en Facebook, no hay quien la pare. Si tu madre no entiende de qué va tu sitio web… tu sitio web está mal. Si tu madre no consigue encontrar tus datos de contacto… tu sitio web está mal. Si tu madre no consigue realizar una compra o suscribirse a tu boletín, tu sitio web está mal. Y no olvides hacerle probar a tu madre la versión móvil de tu sitio web… si ella no lo entiende, entonces es que esta mal. En una versión móvil no es suficiente pasar el test Google, it is necessary to pass the "mom betatester" test. I tell you with a very serious face. Take my advice ... you'll save yourself a lot of trouble.
When should you apply user research?
You can do this during the 3 stages of website creation.
- During the previous investigation: the cart sorting It is ideal to start.
- Research in the process: the mockups of the website can be tested with eyetracking and thus only the versions that have been best understood by the user go into production.
- Research of real users: when the website is already online, you can make eyetracking and can A/B testing... or what was said ... you let your mother taste it.
What are the differences between User Research and Usability?
They are two sides of the same coin: user research it's going to analyze the user, usability, it's going to analyze the website to see if we get users to do what we want them to do.
I hope this article has been helpful and now know a little more about What is the user research and what is. If you have conversion problems contact me and we will analyze together how we can help you from Quadrant Alfa.
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Specialist Digital Marketing Strategy and Digitization Process. I help businesses and territories to develop thanks to the use of Internet in their business strategies.
Impart conferences, training and consulting for over 20 years. Program Director of the Degree of Entrepreneurship Digital (Digital Business) La Salle - URL.
My digital DNA comes from Intercom (creators of Infojobs, Softonic, eMagister, Solostocks, among other companies). I created my first website in 1994 and started my first online business in 1998.
I am at your disposal for whatever you need. Let's talk.