A common mistake most businesses make when choosing their survey questions for website usability testing is to use multiple choice questions.
It’s tempting to shy away from asking open questions with a free-text reply box, especially if you have lots of traffic.
Using multiple choice or radio button answers are tempting because it cuts down on the work of analysing the feedback, particularly if you get thousands of responses.
But don’t take this shortcut. There’s HUGE value in free-text answers – it’s a mistake that most of your competitors are probably still making – so make sure to take advantage.
If you’ve only seen Live Chat as an aid to conversion, you’ve missed a huge amount of the value it can deliver. The objections you’ll find hidden in the transcripts are worth their weight in gold.
If you already have a Live Chat client installed on the site, use your conversion funnel to identify a page with high attrition, then pull off transcripts from chats that began on that page.
You’ll find them chock full of insight you can take and start to build new content around.
Mine them, introduce new content to the site, test it, and reap the benefits.
(If you don’t have a Live Chat client installed, take a free trial, install it, and see if there’s a business case for keeping it as a voice-of-customer tool alone. There probably is.)
The usefulness of feedback from a service like UserTesting.com is limited, because it only allows you to recruit testers from a panel of volunteers that are not representative of your target market.
On the other hand a tool like Ethnio allows you to recruit usability testers direct from specific pages of your website.
With a few carefully chosen questions on the screener you can make sure that the volunteers are qualified prospects. People that actually have the wants, needs and desires that your product or service meets. This makes the insights you get infinitely more valuable.
To learn more about improving your website usability testing programme, read our guide on How to Use Usability Testing to Increase Your Conversion Rate:
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