On today’s episode, Kunle is joined by Quinn Zeda, Founder and CEO of Conversion Crimes – a user testing platform that helps DTC and eCommerce stores improve conversions and user experience.

eCommerce has been growing in leaps and bounds over recent years. The average online shopper has experienced dozens (if not more) eCom stores. This has only made shoppers more savvy and sensitive to the differences in user experience (UX) across different stores. We already have a ton of studies showing that conversion rate and average order value tend to be in direct correlation to UX.

While tools like Google analytics and Hotjar help you track usage and dropoffs, they don’t really give the full picture. The data could very well point out that there’s a problem with the UX, but what that problem is, stays hidden. A breakdown in UX could very well break your store. This is where User Testing comes in. Traditionally, access to User Testing has been restricted to big businesses. But all that is changing now.

In this episode, Kunle and Quinn talk about boosting UX and conversions through User Testing. You will get to hear everything from what is user testing to how much testing is enough and what profile of testers you need. This is a great episode for anyone interested in User Experience and Conversion rate optimisation.

Here is a summary of some of the most important points made,

• • UserTesting is geared towards larger businesses with teams and a big budget
  • Quantitative data doesn’t help you understand the “Why” of the problem
  • Testing with 5 users is enough to identify issues
  • User testing let’s you get into the user’s mind
  • You need testers from you target persona to get best results

Covered Topics:

On today’s interview Kunle and Quinn discuss,

• What is User testing
• Lack of access to User testing for small businesses
• Measuring Quantitative and Qualitative data
• How much testing is enough?
• Profile of Testers

Timestamp:

• 10:00 – Meet Quinn:
  • Started Zeta labs to serve 7-figure businesses
  • Was driven by lack of access to user testing for smaller brands
• 12:05 – Why usertesting is out of reach for most:
  • User and cost intensive
  • Set up for teams
  • Subscription is expensive ($24,000/year)
• 14:05 – Staying on top of UX:
  • Measure with GA, Hotjar for quantitative data
  • A/B testing, surveys, interviews helps get qualitative data
  • You need some knowledge to pull out actionable points from the data
• 16:50 – How much testing is enough?
  • Even 5 users is enough to find issues
  • “It’s better to test early and test often”
• 18:30 – Prioritising findings:
  • The issues many users are facing should be prioritised first
• 23:20 – What is User-testing?
  • A tester gets a set of tasks
  • They record their screen while speaking out loud
  • Get a video of someone’s experience on the website
• 27:30 – Case Study
• 29:20 – Profile of Testers:
  • Usability can be tested by anyone
  • For user testing you need someone from your target audience
• 32:05 – Creating a Pool of Testers

Takeaways:

• Quantitative data doesn’t tell you what the problem is exactly
• Testing with 5 users is enough to identify issues
• User testing let’s you get into the user’s mind
• You need testers from you target persona to get best results

Links & Resources

• Conversion Crimes website
• Quinn on LinkedIn

Tweetable Quotes:

“Test early and test often.”

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