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: This technique is used to test which is the best information architecture on a website. It consists of testing a group of users by giving them a series of letters with the products you want to sell or the different sections of your website. They should group them by categories and should give the category a name ... you are stunned when you see the differences between your way of organizing things and theirs ... This technique will help you define the structure of the website, to decide what you will put in the home page and how you should tag the navigation categories of your website and those of your products.
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.
Yes, as you hear. Your mother will always tell you the truth, she is not a heavy Internet user but she knows how to navigate and since she uses Whatsapp and has registered on Facebook, there is no one to stop her. If your mother doesn't understand what your website is about… your website is wrong. If your mother can't find your contact information… your website is wrong. If your mom can't make a purchase or sign up for your newsletter, your website is broken. And don't forget to make your mother try the mobile version of your website… if she doesn't understand it, then it's wrong. In a mobile version it is not enough to pass the 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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