User testing (usability test)

What is a usability test?

A usability test is a qualitative research method in which you ask real users to perform specific tasks on your online store 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.

Usability tests reveal the actual experience of using your online store—not the experience you imagine. Even simple tests with just 5 users can uncover up to 85% of significant usability issues.

Types of User Tests

Moderated user test

A facilitator sits with the user (in person 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 using recording software that captures the screen, clicks, and any voice comments. Services like UserTesting, Lookback, and Maze make this scalable. It requires less time and budget, but you lose the opportunity to ask follow-up questions.

Guerrilla testing

An informal test where you ask random people (e.g., at a café) to try out your online store for 5–10 minutes. Fast and inexpensive, but less structured. Well-suited for quick checks of specific user flows.

What should you test?

Focus on the flows that have the greatest business impact:

• Product search: “Find a pair of black running shoes in size 42”—can the user navigate and filter effectively?
• Product page: Does the user understand the price, sizes, shipping, and return policy?
• Add to Cart: Is it clear that the product has been added? Can the user find the cart?
• Checkout: Can the user complete a purchase without confusion? Are there any unnecessary barriers?
• Search: Does the search function return relevant results?
• Mobile experience: Do all workflows function just as 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 perform. Avoid leading questions.
3. Recruit participants: 5–8 people who match your target audience are usually enough. They don’t have to be existing customers.
4. Conduct the test: Observe without helping. Ask users to think aloud so you can understand their thought process.
5. Document findings: Note all issues along with their severity (critical, serious, minor). Record video to review the details later.
6. Prioritize and implement: Resolve the critical issues first, and test again after making the changes.

Common Findings from User Tests

Typical issues uncovered by user testing in online stores:

• Invisible CTA: The “Add to Cart” button isn’t visible enough or requires scrolling.
• Confusing navigation: Category names don’t make sense to customers.
• Missing information: Customers are missing a size guide, delivery time, or return policy.
• Checkout friction: Too many fields, mandatory account creation, unexpected shipping costs.
• Mobile issues: Elements that are too small to tap, horizontal scrolling, or slow loading.

User testing vs. other methods

• Heatmaps: Show quantitatively where users click and scroll, but don’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: Show where users drop off in the funnel. User testing tells you why they do so.