1. Define the objectives

Every site has its own measurable KPIs (orders, cart amount, visited pages, click rates on advertising, etc.).

Ideally, objectives have to be formulated in a SMART way : Specific, Measurable, Achievable, Realistic, Time defined.

Examples of frequent objectives :
  • Detect the main usability issues during the checkout process
  • Improve the site conversion rate
  • Stuty the user perception of the home page or the main landing pages
  • Identify the best practices of the competitors in the direct market universe
  • Analyze the general perception of the UI or the AI in the application
Examples of business objectives :
  • E-Commerce : Improve the add to cart rate on the product page (+12%)
  • Classifieds : Improve the number of leads sent to the call center (+15%)
  • Insurance : Decrease the cart abandonment rate on the Sign in page as a 1st step of the auto insurance registration form
  • Mobile : Analyze the interoperability on multi-devices (app, TV, Box)
  • E-Commerce : Ease the checkout process and identify the elements decreasing the conversion rate

2. Plan the test & its protocol

The test protocol clarifies the methodology and the scope of the remote usability test :

  • Panel selection depending on the targeted audience (persona / sample)
  • Test scenario and task to be performed by the testers
  • Test tools selection
  • Project milestones

3. Target and address the users

Your targeted audience may be more or less broad, and consequently your targeted users may be defined with a few or a lot of criteria. Testapic has a dynamic panel database with more than 50 criteria which can be customized to fit your needs.

Example of target :
  • 100% women
  • 30% in Paris area / 70% in the rest of France
  • 30% beginners / 40% intermediate / 40% expert
  • Other : customers on 2 competitive websites

It is also possible to include in the targeted audience :

  • some prospects
  • some users of competitors
  • some customers of your service

4. Build the test scenario

It is possible to :

  • let the user browse randomly your website or
  • ask him to perform specific tasks.

Many studies have proven that the 2nd method is far more efficient to maximise the amount of identified usability issues ; hence this is the methodlogy used by Testapic.

The test scenario is built depending on the main user paths and the scope / objectives of the test. It is then detailed with tasks that the users will be asked to perform during the test.

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