3 Simple Steps for Conducting UX Research
UX research is vital for gaining a deeper understanding of your different customer types — including who, what, where, when, and why they behave in certain ways. Moreover, UX research aims to guide your teams in writing for, designing, and developing your website with the end-user in mind.
As a business, these insights help you to know what the customer wants and needs for maximum lead conversion. Below is a quick run-down on how you can conduct your own UX research for an effective website.
Step #1: Observe Users and How They Interact
The process of tracking user behavior on a website involves monitoring, collecting, and analyzing data. Analyzing user activity provides you with an inside look at how people interact with your site and what obstacles they may encounter on their individual buying journey. In the end, you are able to determine what aspects of your website users find appealing, and what they disregard.
This data can be gathered by utilizing heat maps, session recordings, on-site surveys, and feedback widgets.
Heat maps: These visual representations of user behavior provide analysis and information about how people interact with a specific website page. Heat maps reveal what they click on, scroll through, or ignore, so that trends can be identified and conversion strategies optimized.
Session recordings: These are recordings of visitor actions as they browse through a website. On both desktop and mobile devices, recordings capture mouse movement, clicks, taps, scrolling, and other important behaviors.
On-site surveys: You can access feedback from a broad range of users by conducting on-site surveys. If someone visits a specific site page, you can ask questions in the form of a pop-up to collect feedback. These typically appear at the edge of the screen to avoid interfering with one’s browsing experience. Ask questions such as “How would you rate this page?” or “Did it work for you?”.
Feedback widgets: These are simple forms you can embed into your website to request immediate feedback. Forms can be as simple as a yes-or-no question, or as creative as you prefer. Pro UX design tip: use this small opportunity to create an experience that reflects your brand’s personality. These little details are what help your brand come to life.
Step #2: Analyze User Behavior and Interpret Feedback
Analyzing this information can show you where customers tend to get stuck, struggle to find what they want, and eventually leave. This information can also tell you if your customer is just browsing or ready to buy. As you can imagine, these two customers need very different site experiences, so it’s important to know how to cater to them both. Just another reason why UX research is essential to the success of your website!
In order to get the best results from your analysis, you should be using a combination of tools. There is no one perfect solution that can provide you with insights into everything you are seeking. For a more in-depth understanding of the customer journey, look into Matomo, Woopra, GoSquared, and Mixpanel, in addition to Google Analytics.
At this point, you should be able to determine what works and what doesn’t work for your ideal customer. Get together with your marketing teams to address any changes that need to be carried out in the layout, copy, visuals, or CTAs.
Related Blog Post: The Beginner’s Guide to Search Intent and SEO
Step #3: Implement Changes, Then Test Them
Now that the initial UX research has been completed, any site changes must be tested before permanently going live. Begin with a quick site test among several coworkers across different departments. Pick testers to navigate the updated website and share their opinions with your team.
Give the tester a specific task to complete on your website and then watch how they perform. Have them narrate their thought process as they click through the site. Provide open-ended tasks and avoid giving any feedback that may change their behavior. Use whatever comments they make to tweak your site as needed.
In order to gain insight from multiple perspectives, it is always helpful to get as much feedback as possible. Test your landing pages or website again using the more thorough approach of A/B testing. To do this, you will need to create a second version of the same webpage. Changes can range from editing copy to redesigning the entire site. Allow 50% of your traffic to see one version and 50% to see the other. Pay attention to how the website performs on each version and which elements work best. Ultimately, you can combine the top-performing elements to create a site that outperforms its original version.
The leading A/B testing tools for UX research include Google Optimize, Otimizely, Omniconvert, and Freshmarketer.
Let Us Handle UX Research For You
You don’t need to become an expert in UX research in order to have a good website — that’s what we’re here for!
Our team of marketing professionals can identify why your website isn’t converting the way it should. Whether it needs updated elements or a complete overhaul, we can take care of it all. Let our team help you achieve your business goals by investing in your website.
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