Learn from Fast Growing 7-8 Figure Online Retailers and eCommerce Experts

EPISODE 300 35 mins

Running Usability Testing in DTC for Continuous Website UX Improvement

About the guests

Quinn Zeda

Kunle Campbell

Quinn Zeda is the founder of Conversion Crimes. At her ex-agency Zeda Labs, Quinn helped $1M+ businesses scale with deep-dive research and data-driven redesigns. Doing this, Quinn realized the 80/20 of Conversion Rate Optimization (CRO) was usability testing. Realizing this powerful tool wasn’t widely accessible, she launched Conversion Crimes to help small businesses.

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


  • 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


  • 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

Tweetable Quotes:

“Test early and test often.”

Facebook Group • Continue the Conversation

The eCommerce GrowthAccelerator Mastermind Facebook Group has just launched.
It is a community…

✔️ for founders and experts passionately involved in eCommerce
✔️ for the truly ambitious wanting to make an impact in the markets they serve
✔️ for those willing and open to help and share with other members

Here is where to apply to join the Facebook group



This episode is brought to you by:

This episode is brought to you by MESA Workflow Automation. Mesa is THE only automation platform that enables all Shopify merchants to create workflows that automatically carry out repetitive tasks and focus on their business.

TRY MESA FOR FREE OVER 14 DAYS on GetMesa.com or search for MESA on the Shopify App Store.

This episode is brought to you by Klaviyo – a growth marketing platform that powers over 25,000 online businesses.
Direct-to-Consumer brands like ColourPop, Huckberry, and Custom Ink rely on Klaviyo.

Klaviyo helps you own customer experience and  grow high-value customer relationships right from a shopper’s first impression through to each subsequent purchase, Klaviyo understands every single customer interaction,  and empowers brands to create more personalized marketing moments.

Find out more on klaviyo.com/2x.

This episode is brought to you by Rewind – the #1 Backup and Recovery App for Shopify and BigCommerce stores that powers over 80,000 online businesses.
Direct-to-Consumer brands like Gymshark and MVMT Watches rely on Rewind.

Cloud based ecommerce platforms like Shopify and BigCommerce do not have automatic backup features. Rewind protects your store against human error, misbehaving apps, or collaborators gone bad with Automatic backups!

For a free 30-day trial, Go to Rewind Backups,
reach out to the Rewind team via chat or email and mention ‘2x ecommerce’

This episode is brought to you by ShipBob.

ShipBob is an end-to-end global fulfilment provider trusted by thousands of DTC brands. With the recent launch of their first UK fulfilment centre, in London, merchants that work with ShipBob now have access to ecommerce markets in Europe as well as North America.

ShipBob was ranked the #1 Fulfilment Tech Platform by AdWeek’s Retail Award and enables affordable 2-day shipping. Get your products picked, packed, and shipped.

Go to Shipbob.com/2x to get $500 in free shipping credits today.

About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

Learn from eCommerce Entrepreneurs & Marketing Experts

Get Free Email Updates by Signing Up Below:

Podcasts you might like