The Power of User Testing for Your Ecom Store

Irene Wanja Jun 21, 2022

Reading Time: 4 minutes

User testing is a type of research that helps evaluate how well users are able to interact with a design, product, or system. It’s especially essential for ecommerce websites because it can identify potential problems that may prevent users from completing their tasks. For example, user testing can reveal issues with the site’s navigation, search functionality, or checkout process. By addressing these problems early on, you can ensure your website is optimized and user-friendly. In addition, user testing can also improve the overall user experience of a website by providing valuable feedback from real users. Understanding their needs helps you provide a better user experience that leads to more customers … and more sales. Keep reading to learn why you need to conduct user testing for your ecom store.

the power of user testing in improving customer user experience.


1. The benefits of user testing for ecommerce websites

User testing research is critical for the success of any ecom store. It allows you to gather data about how real users interact with your site, which can be used to improve the user experience, increase conversions, and boost sales. While there are many benefits to user testing, here are three of the most important: 

  • User testing helps you understand your customers’ needs and goals. By observing how they interact with your site, you can learn what they’re looking for and how to make it easier for them to find it. 


  • User testing can identify usability problems. If people are having trouble completing tasks on your site, user testing can help you to figure out why and how to fix it. 


  • User testing can help you measure the effectiveness of design changes. If you make a change to your site, user testing can tell you whether it’s actually improving the user experience or making things worse. 

2. How to conduct user testing for ecommerce websites

Conducting user tests not only helps ecom business owners gain valuable insight into how their customers interact with their site and identify areas where there is room for improvement, but also assess the effectiveness of new features or design changes. And the good news is, it’s a relatively simple and straightforward process. 

Step 1

First, a test script is created which outlines the tasks the user will be asked to complete during the test. 

Step 2

Next, a group of users is recruited, typically from the target audience of the website being tested. The user testers are then given the test script and asked to complete the tasks while their behavior is observed and recorded. 

Step 3

Finally, the data from the user tests is analyzed to identify any usability issues and make recommendations for improvements. 

3. Tips for getting the most out of your user tests 

When done correctly, user testing can provide valuable insights that can help you optimize your website for conversions. Here are a few key things to keep in mind in order to get the most out of the research:

  • Define your goals. Before you start, it’s important to have a clear understanding of what you hope to achieve. Do you want to improve the usability of your site? Increase conversion rates? Identify user pain points? Once you know what your goals are, you can design your user tests accordingly.


  • Create realistic tasks for users to complete. These should be detailed and based on common user scenarios on the website. They’ll help focus the testing and ensure all the important areas are covered.


  • Recruit the right participants. When recruiting participants for your user tests, it’s important to choose people who accurately represent your target audience. 


  • Be prepared to take detailed notes. Carefully document what the testers say out loud as well as their interactions with the store elements as they perform the set of tasks given to them.


  • Choose the right platform. There are a number of different platforms you can use for user testing, such as UserTesting, Optimal Workshop, and Validately. Pick one that offers the features and functionality you need to successfully conduct your tests. 

Follow these tips to maximize the value of your user testing and improve your ecom store’s user experience.

4. The importance of getting feedback from users during the testing process

User feedback is essential for ecommerce businesses to improve the user experience on their website. By conducting user testing, businesses can discover problems that users are experiencing and make changes to the design or functionality of their product. One of the most effective methods is usability testing, which involves observing users as they interact with the product. This type of testing can uncover a variety of issues, such as confusion about how to use certain features or difficulty navigating the website. Additionally, usability testing can help identify areas where users are most likely to encounter problems. Taking advantage of user feedback will help ecommerce businesses improve the overall user experience of their site. 


Ecom business owners rely on feedback from users to assess the quality of their products and services, which in turn helps them make necessary improvements to better meet their customers’ needs. Failing to collect feedback puts ecommerce businesses at risk of losing customers to competitors that offer a better user experience. Therefore, user testing is essential for any ecom businesses that wants to maintain a competitive edge in the marketplace. By understanding your customers and continuously improving your user experience, you can keep your visitors happy and coming back for more.


About the author

Irene Wanja

Irene, a skilled Revenue Optimization Specialist for Build Grow Scale, combines an unparalleled focus on user research and a deep understanding of the ecommerce customer journey to orchestrate optimal shopping experiences. With an uncanny knack for detecting and addressing customer pain points through meticulous user testing, she utilizes tools such as moderated user tests, heatmaps, scrollmaps, and clickmaps to fast-track improvements in user experience and usability. Her keen eye for detail aids in swiftly spotting potential issues and implementing solutions, all while working closely with store owners and applying her intricate comprehension of user interactions. Passionate about software and technology, Irene immerses herself in enhancing her clients' business clarity, efficiency, and user satisfaction. Even though the value of user experience doesn't conform to a conventional numerical scale, the tangible outcomes of her work—improved user experience, amplified retention rates, and reduced customer support issues—are testaments to her prowess. Beyond her revenue optimization skills, Irene is a skilled writer and copywriter. She weaves her profound insights into engaging prose, crafting content that not only resonates with diverse audiences but also demystifies the complexities of user experience, consequently benefitting businesses worldwide.

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