How Usability Testing Transforms Website Performance

Why do some websites feel so intuitive, while others are frustrating to use? The answer lies in usability testing!

A recent survey of 51 users demonstrated how usability testing can significantly improve website design and boost user satisfaction.

Step-by-Step Usability Testing Framework

Usability testing enhances websites by observing real users as they navigate and interact with the site. This process helps identify problems and areas for improvement. Here’s how you can apply usability testing effectively to make your website better:

Planning Your Test

The first step in usability testing is to clearly define your goals. Ask yourself what you want to learn from the test. Are you looking to improve navigation, reduce errors, or increase user satisfaction? Having clear objectives will guide your entire testing process.

Next, select a diverse group of participants who represent your target audience. This ensures the feedback you receive is relevant and reflective of the experiences of your actual users. For instance, if your website targets both young adults and seniors, make sure your participant pool includes individuals from both age groups.

Creating Scenarios

Once you have your participants, the next step is to create realistic scenarios for them to complete that align with your goal. Think about the common tasks users perform on your site, such as finding specific information, making a purchase, or signing up for a newsletter. These tasks should be designed to reflect typical user behavior on your site.

For example, you might ask participants to locate a specific product and go through the checkout process. This task will help you observe how easily users can navigate your site and complete a transaction. Are they able to find the product quickly? Do they encounter any obstacles during checkout?

Conducting the Test

During the test, observe participants as they complete the tasks. Take detailed notes on where they encounter difficulties and where the process flows smoothly. Pay attention to their body language and comments, as these can provide valuable insights into their experience.

If possible, record the sessions. This allows you to review the interactions later and catch any details you might have missed during the live observation. Recordings also help you share findings with your team more effectively. (Oftentimes, others will see what we don't). 

Analyzing Results

After conducting the tests, analyze the results to identify common issues. Look for patterns in the feedback. Are multiple participants struggling with the same task? These common issues should be your priority for improvements.

Using analytical tools like SPSS can help you statistically analyze the data, providing a clear picture of where the most significant problems lie. This objective analysis can validate your observations and ensure that your conclusions are based on solid data. Data drives results. 

Implementing Changes

Once you’ve identified the issues, the next step is to implement changes. Use collaborative design tools like Figma to redesign the problem areas. Figma allows multiple team members to work on the design simultaneously, ensuring that everyone’s input is considered and the best solutions are found.. and the best part is you don't have to code. 

After making the necessary changes, run another round of usability tests to ensure the improvements are effective. This iterative process helps refine the site until it meets your usability goals. By continuously testing and tweaking, you can create a website that offers a seamless and satisfying user experience. 

Once you have a finalized design, hand it over to your development team to bring it to life.

Why It Matters for Business 

A well-designed website can significantly impact your business by:

• Driving Engagement: Easy navigation and enjoyable experiences increase the time users spend on your site, leading to higher engagement and potential sales.

• Building Trust: A user-friendly site builds trust with visitors, making them more likely to return and recommend your site to others.

• Gaining a Competitive Edge: In a competitive market, a well-designed website can set your business apart and attract more customers.

So.. what should we look for? Let’s break down the key aspects and see how they can be applied to make any website better.

Key UX Pillars for Better Sites

Learnability

What It Is: Learnability measures how easy it is for users to navigate your website from the start.

Why It Matters: When users visit your site for the first time, they should quickly understand how to find the information they need. If the navigation is confusing or cluttered, users might leave and never return.

How to Improve It:

• Clear Navigation: Use straightforward menus and intuitive icons. For example, a shopping cart icon should clearly indicate the checkout process.

• Consistent Layouts: Maintain a uniform structure across all pages. This consistency helps users feel comfortable as they explore different sections of your site.

• User Guidance: Provide tooltips or guided tours for new users. Highlight important features and explain how to use them.

Efficiency

What It Is: Efficiency measures how quickly users can perform tasks once they understand the design.

Why It Matters: Fast and efficient navigation keeps users engaged and reduces frustration. If it takes too long to complete simple tasks, users may abandon your site.

How to Improve It:

• Minimize Load Times: Optimize images and streamline code to ensure quick page loads.

• Simplify Tasks: Reduce the number of steps required to complete common actions, such as filling out forms or making purchases. For example, implement autofill options and save user preferences.

• Effective Search: Ensure your site’s search function returns accurate results quickly.

Memorability

What It Is: Memorability measures how easily users can return to and use the site after a break.

Why It Matters: Users should be able to pick up where they left off without having to relearn the site’s layout and navigation.

How to Improve It:

• Consistent Design Elements: Use familiar icons, buttons, and layouts to create a sense of continuity. For instance, keep the main navigation menu in the same place on every page.

• User Accounts: Allow users to create accounts where their preferences and previous actions are saved. This helps them quickly resume their activities on subsequent visits.

• Clear Branding: Use consistent branding elements like logos and color schemes to make the site easily recognizable.

Errors

What It Is: This measures the number and severity of mistakes users make, and how easily they can recover from them.

Why It Matters: Errors can be frustrating and may drive users away. A site that helps users avoid mistakes and recover quickly from them is more user-friendly.

How to Improve It:

• Clear Error Messages: Provide informative error messages that explain what went wrong and how to fix it. For example, if a form field is left blank, highlight the field and provide a message like, “This field is required.”

• Undo Options: Allow users to undo recent actions easily. For instance, include an “undo” button for deleting items from a shopping cart.

• Validation: Implement real-time validation for forms to catch errors as users type. This can prevent mistakes before they are submitted.

Satisfaction

What It Is: Satisfaction measures how pleasant and enjoyable it is for users to interact with the site.

Why It Matters: A satisfying user experience encourages repeat visits and positive word-of-mouth referrals.

How to Improve It:

• Aesthetic Design: Use a clean, visually appealing design that aligns with your brand. Avoid clutter and use whitespace effectively.

• Responsive Design: Ensure your site looks and functions well on all devices, including smartphones and tablets.

• User Feedback: Regularly solicit user feedback to identify areas for improvement. Implement changes based on this feedback to continually enhance the user experience.

Conclusion 

This study revealed that usability testing significantly improves website design and user satisfaction. By observing real users and addressing their challenges, you can enhance navigation, efficiency, and overall experience. For businesses, this means higher engagement, increased trust, and a competitive edge in the market. Implementing usability testing can transform your website into a more effective tool, ultimately boosting customer satisfaction.

Citation 

Fauzan, M. S., & Rusdiansyah. (2024). Website UI/UX analysis and redesign using usability testing methods. Informatics and Software Engineering, 2(1), 1-8. https://doi.org/10.58777/ise.v2i1.96