Customers
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Hot Prospects Not Buying
At Headsets.com, Customers always come first. They even capitalize the word “Customer” on the website, in internal documents, and in emails to remind each other how important Customers are. So when Headsets.com realized that hot prospects were leaving their site without placing an order, they immediately started diagnosing the problem. Google analytics was showing unusually high bounce rates off secondary pages, but Headsets.com needed to understand why.
UserTesting.com
When setting up the UserTesting.com tests, Headsets.com gave their users a clear objective – “buy a headset” but gave few other instructions. Using this method, the company was able to recreate a real website visitor’s experience. The results were astonishing: clearly users were misdirected by the website navigation, which was organized by headset type. Headsets.com realized that most of their customers, even returning customers, didn’t know enough about headsets to make a technology choice this early in the buying process.
Changed Navigation Leads to 10% Increase in Conversion Rate
As a result of this insight, Headsets.com ran an A/B test. The B variant used a different navigation, asking visitors to first decide what type of phone they wanted to plug their headset in to. This had an immediate impact on both Customer experience and results, providing a 10% increase in conversion rate.
OpenTable wanted to do rapid iterative usability testing: test, fix, repeat
User testing was previously performed solely in house and with it came the challenges of coordination and long cycles to conduct and analyze.
UserTesting.com
OpenTable started working with UserTesting.com in 2009. The ease of setting up online tests and the quick turnaround of results were great: “Most of the time we got meaningful and actionable results within an hour instead of two weeks.” (Julie Hall, OpenTable Website Product Manager) Since working with UserTesting.com, OpenTable has been able to user test multiple areas of the website including restaurant search, the restaurant information page, and the sign up process.
Insights that have helped increase Conversion Rates
OpenTable received insights to key questions, such as:
OpenTable has been able to incorporate these findings from UserTesting.com allowing for continuous improvement of conversion rates and overall usability.
Identify Where Customers Were Getting Stuck
OnlineShoes.com is on a continual mission to make all aspects of its site a good fit for its customers. As Lynn Stetson, the company’s Senior Director of E-Commerce Marketing and Merchandising, explained, they are always looking for ways to make the website easier to use, easier to browse, and easier to buy. She needed a way to regularly monitor OnlineShoes.com, and discover where her visitors were getting stuck. That’s where UserTesting.com stepped in.
UserTesting.com
UserTesting.com ran several tests with OnlineShoes.com. One revealed that four out of five testers who added a shoe to the shopping cart, and then tried to check out, were forced to backtrack because they hadn’t selected a size. Stetson’s team added a pop-up that alerted the shopper that they had failed to select a size before they left the page. The e-retailer also added text next to its “Add to Cart” button that emphasized its key selling points: free shipping, free exchanges and 365-day-a-year returns.
More Sales
These changes led to a 20% increase in the number of visitors who added items to their shopping carts–a real step forward for OnlineShoes.com.
UserTesting.com: The fast and inexpensive way to do usability testing.
