Website usability testing refers to evaluating the efficiency of the design and functionality of your website by tracking your visitors’ actions and behaviour while interacting with different elements of your website.
This process can provide valuable data on how effective your target audience uses your online platform, highlighting optimizations and improvements that can be applied to your website. As a result, it will become clear how operable, understandable, perceivable, and robust your website is to its users.
There is a range of tools available for usability testing, some with a lower threshold than others. Hotjar is a user-friendly usability analytics software that can be embedded into websites in order to track users’ behavior and collect data relating to their experience and engagement levels with different elements of your website. The tool focuses on behavioral analytics than traffic analysis, giving you a more in-depth knowledge of the way your customers interact with your website or e-commerce platform.
Another tool for testing is Visual Website Optimizer, a market-leading tool for testing and optimization. It offers a variety of options such as A/B testing, multivariate tests, and split URL tests to establish in great detail how your users interact with your products.
A/B testing is when you compare 2 versions of a webpage in order to determine which performs better. This testing can highlight issues with your webpages such as usability, interactiveness, and engagement. It can also highlight how your users interact with your web page, proving valuable if you are making structural changes to the website or its components. This is a valuable marketing tool when it comes to advertising, as it gives insight into how users engage with those elements.
Vi.Amsterdam offers website usability testing as part of its web development service, based on the needs of the client.