What you'll learn
1. How to test your competitors' website to identify opportunities to improve your own
2. How to evaluate how compelling and valuable your site is for your customer
3. The potential opportunities that can be used to improve conversion rates through your purchase funnel
4. How easy or hard it is to complete a specific task to understand what is driving behavior reflected in data and analytics
When it comes to website conversions, there’s no one-size-fits-all approach. But fail to prioritize this, and it can be costly. Research has found that 88 percent of online shoppers are less likely to return to a website after a poor experience. And retailers lose $2 billion in revenue annually because of slow-loading websites.
Validate the likelihood that your customer would take action based on your site’s information with this template, and ensure your website clearly communicates its purpose and entices people to take the next step.
Whether you opt for moderated or unmoderated testing, easily see, hear, and talk to your customers remotely to see what resonates and where you may need to spend more time optimizing.
You may have realized that your landing page conversion rates are lower than expected (or progressively decreasing after a major update). Or that customers have been leaving for the competition. Or, your website is going live for the first time and you’re looking to decrease as much risk as possible.
Though we may wish it wasn’t the case, what we see may not always align with what our customers see, causing blind spots when we evaluate our own website. This template works to take out the guesswork, and our own biases.
To get started, you’ll need a publicly accessible link for the site or webpage you’re evaluating.
Related reading: Usability testing templates and checklists
Hear from our customers
Adobe Consulting Services partnered up with BRP to build a new digital framework that would power BRP’s powersports vehicle and propulsion systems brands. With the help of UserTesting’s qualitative studies, the Adobe team discovered pain points and validated hypotheses, strengthening the site information architecture and eCommerce journeys. The research provided by BRP customers gave a key glimpse into what buyers desire, need, and expect. With their dedication to user feedback and creating top products, BRP has already seen a 30 percent boost in conversion rates.
What to read next
After completing a website conversion test, consider taking a look at the templates for website comparison to do competitive or historic research, website evaluation for understanding the trustworthiness and value of your site, and website navigation to assess its ease of use.
Now that you know how to use this template to fit your needs, dive into the resources below to learn how teams across your organization can rely on human insight to create successful, customer-centric products and experiences.
Marketing teamsDrive growth with critical insights from real customers about your brand, products, advertising, promotions, and more.
Product and Design teamsCollect feedback on any experience, analyze results, and share findings while saving time and reducing the cost of rework.
Forrester: UserTesting delivers a 665% ROI over three years
A recent Total Economic Impact™ (TEI) Study, conducted by Forrester on behalf of UserTesting, illustrates how organizations using the UserTesting Human Insight Platform can realize $2.03M in value and 665% in ROI over a three-year period.