User testing (usability test)

What is a usability test?

A usability test is a qualitative research method where you ask real users to perform specific tasks on your webshop while you observe their behavior. The goal is to identify problems in the user experience that you can't see yourself because you know the site too well.

User testing reveals the real experience of using your online store - not the experience you imagine. Even simple tests with 5 users can uncover up to 85% of significant usability issues.

Types of user tests

Moderated user testing

A facilitator sits with the user (physically or via video call) and guides them through the tasks. The facilitator can ask follow-up questions and explore issues in depth. This type provides the most detailed insights, but is also the most time-consuming.

Unmoderated user testing

The user performs the tasks on their own with a recording software that captures screen, clicks and possibly voice comments. Services like UserTesting, Lookback and Maze make this scalable. It requires less time and budget, but you lose the ability to ask follow-up questions.

Guerrilla testing

Informal testing where you ask random people (e.g. in a café) to try your webshop for 5-10 minutes. Quick and cheap, but less structured. Suitable for quick checks of specific flows.

What should you test?

Focus on the flows that have the biggest business impact:

• Product discovery: "Find a pair of black running shoes in size 42" - can the user navigate and filter effectively?
• Product page: Does the user understand price, sizes, delivery and return policy?
• Add to cart: Is it clear that the product has been added? Can the user find the basket?
• Checkout: Can the user complete a purchase without confusion? Are there unnecessary barriers?
• Search: Does the search function find relevant results?
• Mobile experience: Do all flows work equally well on a smartphone?

How to conduct a user test

1. Define goals: What do you want to learn? "Can users complete a purchase?" or "Do users understand our size guide?"
2. Write tasks: Formulate 5-8 specific tasks for users to complete. Avoid leading formulations.
3. Recruit participants: 5-8 people who match your target audience is typically enough. They do not need to be existing customers.
4. Conduct the test: Observe without helping. Ask users to think out loud so you understand their thought process.
5. Document findings: Record all issues with severity (critical, severe, minor). Take video recordings to review the details.
6. Prioritize and implement: Fix the critical issues first and test again after the changes.

Common findings from user testing

Typical issues that user testing reveals in online shops:

• Invisible CTA: The "Add to cart" button is not visible enough or requires scrolling.
• Confusing navigation: Category names don't make sense to customers.
• Missing information: Customers miss size guide, delivery time or return policy.
• Checkout friction: Too many fields, forced account creation, unexpected shipping.
• Mobile issues: Items too small to tap, horizontal scroll, or slow loading.

User testing vs. other methods

• Heatmaps: quantitatively shows where users click and scroll, but doesn't explain why. Use heatmaps to identify problem areas and user testing to understand them.
• A/B tests: Quantitatively measure which variant performs best. User testing tells you what you should test.
• Analytics: Shows where users drop off in the funnel. User testing tells you why they do.