Optimized Ecommerce EP 061 – The Power of User Testing: Why Your Ecom Business Needs It
This week on The Optimized Ecommerce Podcasts, our repeat guest—Rosemary Kwoka joins Tanner Larsson to discuss a new spectrum about User Testing. Dive in today’s episode as Rosemary discusses in detail the processes and benefits of User Testing to your Ecom business. Don’t forget to subscribe and leave a comment or review on
Welcome to Episode 061 of Optimized Ecommerce – The Power of User Testing: Why Your Ecom Business Needs It. I’m your host, Tanner Larsson, CEO of BGS.
BGS means Build Grow Scale! It is a community that we founded where eCommerce entrepreneurs and physical product sellers come to learn how to take their businesses to the next level.
Rosemary Kwoka is one of the BGS Revenue Optimization Experts. She works on our Amplified Partner stores and has transitioned into teaching her knowledge to some of BGS Ecom Insider members and EBB members.
She also runs a team inside of BGS that manages User Testing and Lucky Orange recording sessions. This team has allowed the Revenue Optimization Experts to take bigger wins and make massive optimization improvements on the stores they handle.
Here’s just a taste of what we talked about today:
Rosemary defined User Testing in layman terms.
User Testing is a tool that a store owner can use to identify any bottlenecks on their site. It is used to test how well users react, navigate and use their website. It also provides an opportunity for store owners to watch how people are using their website, share their insights and emotions in real-time.
The whole process involves paying someone within your store’s target demographic to complete a task on your site while it is being narrated and screen recorded. A copy will then be analyzed and be tested out.
And then, Rosemary discussed how important is User Testing for both low and high traffic stores.
User Testing is definitely important for both stores. For low-traffic stores, user testing is a great tool to use when improving conversion rates. The good thing for low-traffic stores is that they don’t need 3000 sessions on their site to see if something is functioning and winning on conversion. Having at least 10 users, depending if your site is more mobile or desktop heavy. You can have five mobile testers and five desktop testers to see what is blocking your users from proceeding to the next steps on their buying journey.
On the other hand, high-traffic stores can benefit quickly and heavily from User Testing in conjunction with an A/B test. Using both provides more proof of what is winning on the site. It also pinpoints any anxieties that the site might have which can be unnoticeable due to high traffic, it allows store owners to see why 2% of people aren’t checking out.
We also discussed a few other fun topics, including:
- The difference between A/B testing and User Testing.
- What are the results that people get from User Testing?
- Tips on how to get the most out of User Testing.
But you’ll have to watch or listen to the episode to hear about those!
How To Stay Connected With Rosemary Kwoka
Want to stay connected with Rosemary? Please check out their social profiles below.
- Website: BuildGrowScale.com
- Facebook Profile: Facebook.com/rosie.kloh
- Instagram Handle: Instagram.com/octaoctagon
Also, Rosemary mentioned the following items on the show. You can find that on:
Tanner Larsson 0:07
What’s up, everybody? Tanner Larsson here and welcome back to the Optimized Ecommerce Podcast. Super excited to have you here. We are joined today by a repeat guest, Rosemary Kwoka. She is actually related to another one of our optimization team members, Eric Kwoka. But they’re not married. They’re actually just related by marriage. It’s like a cousin kind of thing in there. Right? Your husband is his cousin. Right?
Rosemary Kwoka 0:32
Tanner Larsson 0:33
All right. So when you hear Eric Kwoka, and you hear Rosemary, they’re not the same. They’re not married, but they are related. So very cool, we’ve got a family kind of group building out inside the Ecom Insider in the Build Grow Scale world. But the cool thing about what Rosemary is going to be talking about today, I’m really excited to have her back on, because Rosemary is a Revenue Optimization Expert, like many of our other team members that you guys have heard from, so she works on our amplified partner stores. And she also has transitioned into teaching her knowledge to some of our Ecom Insider members, as well as our EBB members and things like that. But she also has moved around and kind of helped fill gaps in our amplified partner program where we’re trying to figure out how we can provide better services, improve our performance, and just get bigger and better wins for our clients. And the current piece that she is working on is very, very powerful. Now that we’ve talked about user testing in the past, but she’s going to talk about it from a new angle, and a new kind of what we’ve learned approach to it and user testing, it sounds boring, but it’s super cool when you actually get into it. And Rosemary is actually running a team inside of BGS, that is managing not only user testing, but also Lucky Orange, and session recording all of that stuff and putting those together into a system that allows her team to go around to all of our amplified stores and plugin with what’s going on and provide massive, massive information and wins from data that allows the RO to make bigger wins and improvements and optimizations on the store. It’s kind of a long-winded way of explaining it. But basically, she adds gasoline to the fire of what our RO’s are already doing. And it’s through this user testing and Lucky Orange process. And she’s running the team, she’s actually developing the program for how it’s going to work, deliverables, and everything. So when it comes to talking to user testing, there’s really no one better who could you possibly learn from than what Rosemary is going to share with you. So rosemary, super glad to have you here.
Rosemary Kwoka 2:35
Yeah, it’s great to be here.
Tanner Larsson 2:36
And we had a really good episode last time talking about leadership and stuff like that. So if you haven’t heard that episode, it was a lot of fun, make sure you go back and listen to it. But Rosemary, why don’t we just kind of dive right into the power of user testing? But to set the stage for that, how about in like a layman’s terms, what is user testing? So somebody who doesn’t know can catch up.
Rosemary Kwoka 2:59
Yeah, user testing essentially, is a tool that you can use to identify any bottlenecks on your site. And it just kind of testing how well users react, navigate, use your website. And it’s just essentially where you get to watch in real-time how people are using your website, you can hear their insights, you can hear their emotions, and you can direct them in a way that is according to a buyers journey, or according to questions that you might have, that could be an issue for your conversion. Essentially, if your site’s too complicated to use, no one’s gonna buys from your site. And if they can’t find a product, no one’s going to buy from your site. So user testing is something that we use to make sure users can use it, it’s clear, and navigation is hitting well. And we get even more insights when we incorporate Lucky Orange recordings to prove those points as well.
Tanner Larsson 4:18
So just to paint the picture, when we’d say that’s the technical side. The user testing would be basically using a service where you would basically pay to have someone within your target demographic for your store, you’d pay them for a task, like go find a product, add it to cart or go to this specific product and do this, very basic instructions, they go do it, but they record their screen while doing it. And they narrate what they’re thinking as they go through the process. So you get a copy of that recording. And then you can analyze what happens on there, right?
Rosemary Kwoka 4:58
Yeah, and it kind of puts your website to the test of is this website designed for me? Or is it designed for my users?
Tanner Larsson 5:08
Yeah, we always find stuff in the user testing, because you tell them to do something. And it’s very generic, like, hey, find your favorite product out of this category, and take it to the checkout. And then as they’re doing it, they come up with things that you’re like, man, I didn’t even know if someone would use the site this way. And then you find a roadblock or a speed bump that gets in the way, and you can go in there. And that’s the whole thing. We’re trying to eliminate those roadblocks. And we go streamline that smooth it out, gives us things to test. And then additionally, when we have a new optimization, or we want to launch a wizard or something like that, we can drop the user testing onto that and say, hey, test these specific functions. And see, does it work the way we think it does?
Rosemary Kwoka 5:46
Yeah, exactly. Because we think that something could be just so clear and straight to the point. And it feels like you’re putting all of these red boxes around, this specific, most important information, and your users are missing it, there’s a reason why. And you get to test that and see that the users will either just completely ignore it. And completely ignoring whatever element it is, they might pick up on something else, and maybe I’ll need to move it there. And then it’s just constant testing.
Tanner Larsson 6:20
Yep. And I know, Casey, one of our other RO’s, user testing is probably his absolute favorite thing in the world to do, because he finds so much stuff, even on stores that are already incredibly highly optimized. You can still find wins. And then when stores are really not optimized, you just buy mountains of gold. So okay, we got the basics down. We know what that is. But how is it critical? Because we know it’s important, someone’s like, I have a low traffic store, or someone says I have a high traffic store, how does that apply to them is it that important for both or less for one more for the other?
Rosemary Kwoka 6:57
Oh, it is definitely important for both high and low traffic stores. For we’ll start with low traffic stores, it’s a great tool to use, because you don’t have to wait for a test to reach significance. You don’t need 3000 sessions on your site to see if something’s functioning, winning on conversion. And you just need at the most 10 users. Depending if you’re more mobile, heavy, or desktop, or five mobile testers and five desktop testers, you can see what is blocking your users from proceeding to the next journey on their buying journey. So for low traffic stores, I would say the best way to improve your conversion rates, I’ve had so much success in user testing on some of our lower traffic stores. And our store would bring in the best copywriters and have the best graphics. And they’re like, I don’t understand, we’re having an issue with trust, or I don’t really understand what’s going on. And this is like, top of line copy. And then we put it out on the site, and we watch these users interact with it. And it turns out that the copy that we’re using is for the medical field, and it’s for a specific, more educated than Homer Simpson type of copy, and our users just kind of glance over it. And we had to test that out, test out and see if what we’re having is clear or not, and that was such a huge win. I think we had like, over a 40% win on increasing conversions, just by doing a generic test user test with the copy. And that was a huge issue was the clarity of what was on our site.
Tanner Larsson 9:14
So in that case, specifically, the copy was written over their heads, basically, it was a great copy, but it wasn’t speaking to the actual target demographic the way that they thought it was.
Rosemary Kwoka 9:23
Yeah, it sounded great for what I would consider if you knew medical terms or if you’re highly educated and you knew a lot of big words.
Tanner Larsson 9:39
Yeah, okay. Which as we know, like, there’s that show, who’s smarter than a fifth-grader or whatever that is, and you realize how much the adult population struggles sometimes. You mentioned Homer Simpson. That’s why we always talk about, keeping everything at a Homer Simpson level. So no matter who you are, you can understand it.
Rosemary Kwoka 10:01
Yep, exactly. And Casey again, someone that I talked to a lot about with user testing, he kind of used this analogy of, like, you have a bucket of water, and you see that there’s water in the bucket, but it’s draining out. And it’s because you can see the holes in your bucket, and the water is draining because of these holes. When you look at your website, and you’re like, I’ve got a perfect copy, I’ve got all these things and you’re looking at it and you don’t know why your website is draining, or why your website is not converting, you have to test to see what blind spots you have, or what bottlenecks you have or what problems you have on your site. That’s preventing conversion on your site. And that analogy to me, it’s just so perfect, because you just have all of these elements. And you spend so much time from product page to graphics and content and all this on your website. And it just seems so perfect, but there are holes everywhere and user testing certainly exposes that and gives you a bias opinion in using on the site.
Tanner Larsson 11:17
Obviously like you said for low traffic sites, it’s not a true sub to you. But it’s a nice little stopgap for not being able to run split tests, because of statistical significance, you don’t have enough traffic for that. So you can run user tests and get wins using it that way. Now, what about the high-traffic stores? I mean, obviously, they’ll benefit because they’re high traffic, but how do they benefit so quickly and heavily?
Rosemary Kwoka 11:41
Yeah, so with high traffic stores, you can use it in conjunction with an A/B test. So what we’ve done in the past is have our website layout, test the general site with it, and then see what the issues are on the site impossible issues. And then we create an A/B test on to like a trust issue or navigation issue. If we run a specific set of filters on a site, and we see how that helps with conversion. Then, we can use the A/B test, see what the win is there. And then you run a user test just to see how that new implementation is working, and you just get more and more proof of what is winning. And then you also then get to retest it again, to make sure that it is functioning as you wish and hoped it would be. So in addition, it’s a great complement to A/B testing, as well as it just pinpoints any anxieties that the site might have, that you might not notice, because traffic is so high, you could absolutely see with that 2% of people that aren’t checking out, you get to see what that is.
Tanner Larsson 13:09
Yep. And another piece of that is the A/B testing is great and its data is just a number, right? But whereas the user testing, you’re getting the experience of the person that relates to what that number is telling. It’s super cool because when you look at the number, you’re like, man, I just don’t know what that is. And you watch the user testing, or you watch their session recordings and stuff like that. It’s so eye-opening where you’re like, man, how come we never saw that before?
Rosemary Kwoka 13:37
Oh, yeah, that’s another great thing with user testing is that you see what I call user bugs, something that doesn’t exactly code what’s broken on the site, but just isn’t consistent on the site. So if we go to a user add something to checkout, and they wanted to go back and continue shopping. And every single time they click Continue shopping, it leads to a different direction of the page. And I’ve seen some frustrations with our users. Just saying like, oh, no, I wanted to go back to the homepage and you see them kind of like, trying to figure out what’s going on. Obviously, if this is a lower traffic store, those user bugs that I say are going to have a higher impact than a high traffic store. But even with the high traffic store, those are the little wins that you need to continue your increase in conversion.
Tanner Larsson 14:37
And user bugs guys, when Rosemary says this she’s not talking about your typical something’s not working. Because we have a full-time bug checking team that goes through all of our partner stores over and over and over again. And every time a new optimization goes, the bug checking team there’s constantly being combed for bugs. She’s talking about how customers will find basically the darndest way of doing something on a site that you could never have anticipated, and then it doesn’t work the way that they expect it to. And then you start seeing multiple people doing it. Those are user bugs that come up because they expect it to work a certain way, or do a certain thing that your entire team and how many years you’ve been doing it have never ever even thought of. And then you have to address those. And those can be some really cool little wins that come out from that.
Rosemary Kwoka 15:24
Yeah, and it’s constantly changing, because the way people perceive certain words, or just the way they perceive things on the website, does change with time. So if someone’s looking at a button that says, for gifts, click here, or whatever, they might have this other expectation of what type of gift isn’t a gift. And I have noticed that one word might work for a wave of users. And then all of a sudden that word is like, garbage. They don’t understand what the call to action is because it just doesn’t fit along with that. And that’s why we test about every eight weeks, it’s 10 weeks on our stores, just to make sure that we’re having a solid update with the change of times.
Tanner Larsson 16:26
Make sense. Now, you mentioned a split testing the A/B testing. So how is split testing A/B testing, to clarify. How is that different from the user testing, I know we kind of touched on it, I just want you to very clearly define them.
Rosemary Kwoka 16:43
So A/B testing is made of real users who have no idea they’re being tested. And we have 1000s of sessions or hundreds of thousands of sessions of users organically going through their site. And we don’t hear what they have to stay, we don’t know what they’re actually looking at, we just see their clicking journey. User testing is made up of recruited users that we pay. And they’re given a certain amount of tasks between five and six tasks. And we can organize our recruiters or kind of separate them by income level, marital status, anything that fits with our site’s demographics, we can filter those recruited users and given them a frame of mind. So when they start the user test, they understand that they are looking for clothing for their mom, and they stumbled upon a Google Ad. And they landed on this site. And so they understand where they’re coming from, they understand they were searching, because that’s what we see for our store is that most of our traffic comes from Google Ads. So they understand the process of how they landed at it. And then once they land on this site, they can verbally say things. Now, I don’t recommend listening to their opinions. Because whether or not they don’t like the color blue versus the color gray, it’s not really relevant to what we’re testing. But we can be specific in the directions that we give them. So you land on this page, browse the page, and find a colored shirt that is purple size extra large. And so they have this set of tasks they need to do and now we watch their way of how they navigate to that. So do they use the search bar? Do they go to bestsellers, and then filter their results? Is that the first thing that is on the site that you want everyone to see? Are you describing that product? So you get to see what the intent is of that and then make those observations from there. Yeah, that’s like a huge difference between A/B testing and user testing is that you’re fully immersed with that recruited user. In this user testing process wherein A/B testing, you could have someone who just stumbled upon the site, someone who maybe doesn’t fit the demographic, or someone who does and they’re just kind of browsing and all that. So that’s a huge difference as well as A/B test is from a statistical standpoint, and user testing is kind of from a like emotional slash communication
Tanner Larsson 20:14
Experiential type thing.
Rosemary Kwoka 20:16
Yeah. experiential type of experience. Yeah, exactly.
Tanner Larsson 20:20
Cool, okay. Now, guys, so if you’re listening to this, and she’s talking about, like having these user tests done and everything, and you’re paying these people to do this. So there’s a slight bias there, of course, but the cool thing is with the user testing platforms that you can use out there if someone gives you a bad user test, you don’t have to pay for it, they’ll go get you another one, right? And it’s also not expensive, we’re talking about, between 30 and $50 for user tests, the average is about a $40, user test. Sometimes, it depends on the platform as well, but you don’t need a ton of them like Rosemary was talking about at the Max 10. Now, depends on what you’re testing, of course, if you’re testing a whole bunch of things, then maybe you’re going to do a bunch more. But if you did a few every quarter, you’d be in a good spot, or every time you have a big update, or you notice a big problem that you can’t identify spending a couple of 100 bucks on user testing will really help you plug those gaps.
Rosemary Kwoka 21:17
Yeah, absolutely. Especially if you’re seeing your GA stats go down, and you’re like, I just don’t understand what’s going on. I would recommend no less than three user tests, and then no more than 10 on the same kind of journey. Because after 10, you’ll start seeing the same type of reactions, and you want to get more than three, so we usually hit between five and eight, depending on the usage of the site. So if it’s a 90% mobile site, we’ll do eight user tests within that. And that usually gives us so much insight. And in addition to that, we have our Lucky Orange team reviewing that and improving the errors and that we found on the user test.
Tanner Larsson 22:15
And then on all the session recordings that Lucky Orange is giving us as well. So we’ve got a massive amount of data to go through. And you can take the session recordings, and what you found in the user testing, see if that’s happening on your users as well or see something in the session recordings and then see if it’s going to the user testing. They all work really, really well together. So we talked a little bit about this, but what are some of the results that you can get from user testing? Again, it’s still boring to most people until they see like, oh, guess what, like, it’ll make me money, it’ll make my store do better. There are some tangible improvements, guys that you’re going to get out of this.
Rosemary Kwoka 22:52
Yeah. In my experience, I have seen some massive results with user testing 40% plus an increase in conversions with some tests. I know Casey has seen incredible amounts of increase in conversions just off of doing regular user testing. And it’s just because you can see those simple changes, and not blindly making changes on your site, you are doing it with an intent and a purpose. And so we just get, from one user test, I would say maybe about 30. Okay, we’ll see about 20 to 30 good detailed insights is that what you can do to change or improve your website. And one of the things that user testing does is you can do a blind test, or we call an impression test. And this is where the user has never been to your site before they get shown a picture or they get access, they see your site for about 15 seconds, and they observe it, and then the next question they get is, what does the site sell as far as you can tell, and that immediately will give you insight as to what most people’s impression is on your site. For example, you could be selling jewelry, but you might be displaying more of the person and maybe not highlighting the jewelry enough. Some people might just say, oh, this is an apparel store for women or, oh, this is a health and wellness store, they probably sell candles. So that is like the first thing that you get is what do people see as a first impression on your site? And if you get to know right away, do people know that this is a jewelry store? Or do they think that it’s a candle store initially, and that could also be a make or break on getting traffic to stay on your site. And then another thing is that you don’t know what you don’t know. So that’s another set of insights that you get is that if you just continuously think that your site is perfectly designed, and the aesthetics are great. And if you never look into what other people’s experiences with your site, you’re never going to know how to improve it, and how to increase conversions from there. And then, we’ve just seen a lot of improvement, a lot of proof, and a lot of data to back up certain changes that we might want to make with the site to see if it’ll help with the buying journey.
Tanner Larsson 26:04
And when you don’t know what you don’t know, one of the things that can ruin the data you get from a user test, and not ruin it. But invalidate is you as the store owner, who doesn’t like the fact that someone’s calling your baby ugly, right? Because your store is your baby. And you’re emotionally invested and we see this all the time with store owners that we work with, they’re emotionally invested in their store, or their product, or whatever. And they’re resistant to any kind of optimization. Well, it’s like, oh, that person’s not right, well, that’s the customer, right? The way you use your store, the way you think it should look has nothing to do with how it should sell. So you gotta remember to keep an open mind and realize that you are not your target audience. And it’s your baby. So of course, your baby is beautiful, but you want your baby to really be a star, you’re gonna have to allow people to help you improve that baby.
Rosemary Kwoka 26:57
Yeah, never fall in love with the design of your site. Unless you fall in love with the constant change of the user behavior.
Tanner Larsson 27:09
Rosemary Kwoka 27:09
I know there was a trend, it reminds me of the trend of Apple and Samsung. They’d all kind of switch to this very vague, layout where it was just a picture then it would say, like, strong, and then you’re like, you turn out like, sleek, and it’s like, everyone knows what Apple does, what an iPhone does, that’s already there. But not everyone’s gonna know about this shirt that you have this supplement that they have, you can’t just have the supplement picture and health next to it doesn’t really describe anything.
Tanner Larsson 27:53
Monkey see monkey do approach to e-commerce does not work very well, just because a site or a big store, does it number one doesn’t mean it’s working. And number two doesn’t mean it’ll work for you even if it is working for them.
Rosemary Kwoka 28:05
Yeah, it’s fun to see the different attachments that we all have to our sites.
Tanner Larsson 28:15
So, okay, we talked about kind of the cost, talked about kind of how they work, what you can get out of it, which can be some pretty big wins. I mean, not anyone would take out 40% or 30% win and conversion rate. But obviously, there’s going to be a good way to run user tests in a bad way. So what are some tips you can give people to get the most out of the user tests that they run?
Rosemary Kwoka 28:34
Yeah, absolutely. So we say, for me, 10 user test max if you’re doing a general user test, or whatever, you want to hit between five and 15 user test. 10 is a pretty good spot. If you get anything past 10, you’re just starting to get into the repetition and go below five, and you’re only really getting the experience of three to four people. So it’s not really enough data to use to make any changes on your site. But again, five people minimum per device, and 10 Max, in my opinion. And so that’s as far as like, how many tests are appropriate and okay to observe. Next would be the tasks. So you don’t want to say go to the site. Now, tell me how you feel about it. And where there could be some insights from there where you could get, I feel like the site is professional and you can get some feedback that way, but you want to really optimize the questions that you asked by giving them direct tasks, specific tasks. And when you create your tasks, they have an intention. So if you’re doing what I call a general user testing site. And that’s just when you are asking a clarity question. So browse this site, what elements on this page are helpful and why would you buy from this site as opposed to another site? And so you’re asking them questions that are very specific and direct to what you want or need to hear. And then you move on to a specific task, find a bracelet rose gold size 12. Please go find that, it might be a best-seller, or you might be trying to see how easy it is for people to get to a best-seller, you might see how people are navigating, and using filters using parts of your website for navigation. Then we go into a general question, and you go and you’re trying to see, how they use their site if they’re thinking of someone else. So that would be it’s your friend’s birthday, find something that they would like. And so from here, you’re watching them go to bestsellers, you’re watching them go to recently added, you’re seeing where they’re going on the site to get what they think is the best gift on your site. And then you can also see, are they going to those bestsellers? Or what are they saying about this process? And then last, you want to see them complete the funnel. So they’re adding items to the cart, they’re removing items to the car all through this journey process. And then you want to see them complete their checkout. So you want to see what they do from finding their friend’s gift adding it to the cart and entering their information, but they’re not actually entering their information. We just give them a dummy credit card or dummy data that they just entered to see what reactions and observations that we can see. As far as completing checkout, is it too busy on the checkout? Are they seeing upsells etc, like you just see so much by having them complete the full journey? And you can kind of make some estimates as to what it’s like, and how our users are feeling. When we’re not user testing them when we’re just observing their Lucky Orange recordings, or when we’re doing split tests. So I think the most important thing would be the tasks being direct setting those up appropriately. And then you’ll also want to set up your audience according to your demographics. So if you’re selling, adult diapers, your age range that you can have on that, it might not be the 18 to 35, it might be the will say, like, 45 to 65 plus, whatever that range is for that specific product. So you need to be a little bit more specific as to who, which users are going to be taking your test. So you want to get as close to your audience as possible. And you also don’t want a 62 year old, who’s giving you feedback on some new niche that you find on TikTok, you don’t really want the vice versa either, because they’re not going to understand that demographic.
Rosemary Kwoka 34:24
And then creating a scenario. So you’re on Facebook, and you’re looking for Father’s Day gift, and this ad pops up, giving them a situation as to how they landed there is also helpful to get them in the right frame of mind as to why they’re there. And you’ll hear them say, okay, like, I don’t think my dad would like this or, I’m not really sure I feel like a dad would appreciate this. Whether or not they have someone to father to actually buy for they’re still having that mindset as to whether or not a dad would like it. And then from there, once you get to the analyzing part, you kind of have to listen to it with an open mind. And that’s the way that I kind of remind myself because some users can be too critical. They’re commenting on colors and style, and all that despite having the preemptive, we’re not looking for design critiques or anything like that, we just need you to answer the task questions. So you need to hear the influx of their voice as they’re completing their task, and kind of filter out, the side chats on the site. So it’s not something that you can watch a user test while you’ve got several things going on, you really need to pay attention to both what their mouse is doing, but also, the feeling that you get based on their voice inflections. And so after you do that, as I analyze the test, I marked down specific pain points. So I’ll hit, this is a clarity issue. And I’ll mark the time, the user was unsure if you can return this product or not. And then I would hit clarity. And then the next one is navigation, in order to find the best sellers, our user went from the homepage, scroll down to bestsellers, and landed on the bestseller collection page. And so I have all this whole sheet of observations with intention. And then at the end, I gather all the navigation bits, and I see oh, okay, it seems like everyone is missing the bestseller section, and they’re actually going to the search bar. Or it seems like, no one really understands the return policy. And it’s important to the user that they know it before they purchase it. So that’s kind of how we pinpoint that we marked down the time of the recording where this issue happened. So the RO can go back and observe that as well as our Lucky Orange team.
Rosemary Kwoka 37:46
So once we get all the data from our report, our Lucky Orange team will then go find five or more sessions of users that have had that same experience, and we feel if you can find at least five, the same experience is creating a huge issue or a significant issue. And that’s where we will start the process of all right when you have a clarity issue of our return policy, this is what we’re going to do to change it. The RO connects with our store, and we agree or we discuss the implementation of that issue. And then we implement it, and then the beautiful process starts all over again, is clarity for returns an issue hasn’t been fixed. And from my experience, how awesome that feels. When you’re writing a Lucky Orange poll on your site, and you just see the same thing over and over again. Trust, the site seems off or I wasn’t sure if I could purchase this because I wanted to know what it was like, these are like, anxieties before buying, and we’re changing the copy, we’re changing the content, we’re changing all these things. And then we run this series of user tests. We pick up on what’s going on, we make the test, we run a Lucky Orange poll again, and all of a sudden, trust is not an issue anymore. And we see what other things that are there that are underneath the trust issue that we can then approve again. So it’s such a relief to see the reality of your site, having that control and changing it. To me in itself, I think that’s the beauty of user tests is that you can it’s one of the best ways to just identify what’s going on and truly understand it as best as you can through users, testing your site, and then making that change, and then seeing that change work, it’s a game like, I just won championships, like, Oh, I finally did it. Okay, what else can I test and that’s the thing. User testing is something that you just constantly get to do. It’s an awesome tool, it complements other testing tools. And you can never do too many of them. And it should be in a habit to test, I would say, every 10 weeks or so, if that’s how quickly you’re making changes on your site, if you don’t want to test, user testing, and then not do anything to your site, and then test again, now that’s going to be redundant, but it’s to constantly staying on top of your site, and making those changes, you’ll see a lot of beauty from that.
Tanner Larsson 41:02
And what she’s talking about guys, is literally one of the big secrets that helps stores scale, especially right now with this crazy ad environment and iOS 14, and all this junk going on with targeting and people opting out of being able to advertise and pretty soon, you won’t even be able to track if they open your emails, all this stuff coming out. So that’s making all your advertising more expensive. It’s making it harder for you to get what you need. So the only thing you have control over full control over is the buyer’s journey and the buyer’s experience once they land on your site. And that’s where you’re going to be able to make your ads work. You’re not gonna be able to keep optimizing on the platform side, you’re gonna have to optimize what happens after they click. And that’s what we’ve been doing for years. And what we specialize in, but it’s even more important than it ever has been before. Because it’s the one thing you can actually control in your advertising process. And user testing is probably one of the lowest hanging fruits that you can jump on when it comes to optimizing your store and getting your ads to perform better and your customers to just actually buy which is what we all want, right?
Rosemary Kwoka 42:10
It’s how low traffic stores can stay in the game get in the game and it’s how high traffic stores can increase their performance. It’s a test for everyone.
Tanner Larsson 42:20
Yep, absolutely. Well, guys, we covered a lot today. I hope you enjoy the user testing stuff, dive into it. If you’ve done user testing, you have questions about user testing, throw a comment below the video or leave us a review or send us an email or whatever. Remember, we’re doing this app these episodes for you guys, if you have ideas or questions or whatever, let us know hit us up, go to BuildGrowScale.com type us an Email whatever you want to do. However you want to get in touch with us, comment on our YouTube videos however, but again, we want to hear from you so we can continue to deliver information that will help you guys grow your stores. And with that, make sure you go to BuildGrowScale.com forward slash podcast to get the show notes and links to all the platforms so you can make sure you’re subscribed because we do a new episode every single week. And you’re not gonna want to miss it. With that, guys, we will see you in the next episode. Thanks for joining us. See ya!
Ecommerce Store Audit
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Ecommerce Store Audit
Want us to do an Audit on your e-commerce store and show you how you can make some quick changes that will dramatically increase sales and profits without increasing your traffic?