First and foremost, it’s important to remember that user testing plays an irreplaceable role both during and after website development. In fact, you may already be using some of these methods without even realising it. Do you ask customers on your website what they think of the new features? Do you ask them over the phone how satisfied they are? Do you use Hotjar? All of this is testing.
Do you know what you don’t know?
First, you need to clarify what information you’re missing and use surveys to fill in the gaps. Perhaps you’re concerned about a low conversion rate relative to traffic. In that case, it would be useful to find out where customers are dropping off on the website. Or perhaps you need to find out how your potential customers perceive your brand so that you can better plan your brand development strategy.
Each time, you need a slightly different methodology and different data. We’ll look at specific options for specific types of businesses. You’re sure to find something that suits you.
#1 I need to understand customer behaviour and don’t have a big budget
If you need detailed information but don’t have much money, try a telephone survey. You can, of course, commission a large-scale survey from agencies such as Stem/Mark or Median, but it will cost you a pretty penny. A telephone survey can be carried out for under 10,000, or you can even conduct it internally yourself.
It is important to plan your questions well. You can find out how to prepare such a telephone survey in the case study here.
When to use a telephone survey: |
When telephone surveys are not suitable: |
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The main aim of a telephone interview is to understand. It’s enough to call 10 people who might have the answers. Our tip: don’t be afraid of their reactions. In our experience, 97% of people react positively, even if they then give you negative feedback. They simply appreciate that you want to improve and are interested in their experience.
Don’t like making phone calls or worried about the outcome? We carry out telephone surveys frequently; we can advise you or ask your clients on your behalf.
#2 You need loads of data
If you need more detailed data than what Google Analytics provides, try recording using the Hotjar tool.
The tool records dozens to hundreds of videos a day, capturing how users behave on the page and what they click on, allowing you to see almost in real time where they get lost. You can see, for example, that the menu design is confusing them or that they’re overlooking a clever conversion element.
You can easily set up the tool via Google Tag Manager. If you configure the tracking correctly, the tool immediately and strictly anonymises all data, so you can use it without infringing on users’ privacy under GDPR.
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When it’s not suitable: |
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Quantitative research of this type will answer ‘how’ questions, such as ‘how does the customer shop?’. The tool will also show you in heatmaps where users are clicking. Imagine if, in the example below, the website didn’t just have an image, but the element offered you the option to download a colour chart. You’d probably soon have to reprint the colour charts. Alternatively, you’ll know which colour is popular – perhaps it deserves its own brand campaign.
Installation and analysis of recordings costs between 10,000 and 20,000 CZK, but if you’re familiar with GTM, you can manage it in-house with a bit of common sense.
#3 You need a bit of everything
Do you need a broad spectrum of information? Do you need to know both the how and the why? Or do you need very specific information? It seems that testing with real users would be best for you.
User testing is generally suitable for a website or marketing campaign, but less so for exploring specific user feelings (such as their personal experience of making a purchase).
When to use user testing: |
When it is not suitable: |
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As part of the scenario, you ask questions in a similar way to a telephone survey, but you speak to the tester for longer and directly observe their behaviour and reactions to the website or campaign you are testing. This allows you to uncover not only subjective opinions or experiences, but also actual problems that the website may have, for example.
Testing with 6 people is more than enough. Testing carried out by an agency costs tens of thousands, depending on the scope and complexity. Of course, you can prepare the testing yourself. You can find a complete guide at pojdmetestovat.cz.
Dan’s full presentation is available on Slideshare: