In this presentation get a summary of how to test your website using basic user testing/

1. User Experience Measurement
and Analysis
5. SUMMARY

2. Summary
• Testing methods
– Surveying
– Perception testing
– Usability testing
• When to use testing methods?
– When you are making bigger changes to your website, like a
redesign
– When you are changing marketing activities or direction

3. Action Items

4. When to user test
• During your monthly website stat review, you find
your bounce rate is high.
– Bounce rate: how many people looked at one page then left.
– A high bounce rate means low engagement, and if it goes up over
time then that means fewer people are engaging with your site
• Perception test can help
– Identify pain points leading to bounce rate
– Identify mismatched expectations causing higher bounce rate

5. When to user test
• Email open and click rates are low or decreasing
– Possible causes vary: technical issues, subject lines, content
problems, frequency, etc.
– Email open and click rate decline can indicate low customer
engagement, suggesting low conversion to sale rates as well.
• Survey can help:
– What are people expecting from the email?
– How often do people expect to hear from you?

6. When to user test
• Conversion rates are decreasing or you want to
increase the rate
– Conversion rate: the number of people taking a meaningful action,
like making a purchase or sending in a lead request.
– Drops in conversion rates can be seasonal, but drops during peak
seasons need to be diagnosed right away.
• Usability testing can help:
– Identify pain points
– Clarify user expectations

7. Recap

8. Recap
• Get a deeper understanding of how your
marketing and website perform.
• This requires using analytics and research.
• Schedule time every month, week and day to
review stats.

9. Recap
• Dive deeper using
– Surveying
– Perception testing
– Usability testing
• We are here to help!

10. Questions
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info@elementive.com
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