UX Website Usability Research

Web Usability Research, UX Audits, SEO, and Google Analytics

A company’s website is its calling card – a fact that needs no convincing today. Often, the first few seconds determine whether users stay on a given page longer or leave it immediately. UX research helps to better understand the emotions and needs of website users. Its main goal is to understand customer needs, the context of product use, and to identify any potential problems during the use of the product being tested.

We conduct website usability audits and research, providing valuable advice on how to ensure websites meet customer expectations, which in turn translates into higher company revenues.

What do we offer?

1. Analysis of the implementation of analytical tools such as Google Analytics or Facebook Pixel, along with instructions for proper implementation. In the era of digital marketing, analytical tools are key to the success of any project or enterprise. As complex programs, they require proper implementation to ensure that the presented data is accurate and does not lead to incorrect conclusions. As part of the audit, we will verify whether the tool correctly counts user visits and transactions, and whether it attributes them to the correct source. The outcome of the analysis is a comprehensive guide for the proper implementation of analytical tools.
2. Comprehensive customer research based on database data – data mining. This research allows for an in-depth understanding of the customer and serves as a good starting point for further persona development. It reveals the most frequent product choices, popular shopping carts, and price ranges selected by customers.
3. UX research with website users, during which we apply the following research methods and techniques:
   1. Moderated user tests – This is participatory observation and an interview combined. Respondents, in the presence of a moderator, perform tasks involving specific actions on the tested website. The research is conducted based on a pre-developed scenario. The moderator observes user behavior, identifies tasks that cause difficulty, asks follow-up questions, records suggestions, and measures the time taken to complete tasks. Actions taken on the website are recorded.
   2. Unmoderated user tests – these are tests without moderator intervention. Users perform actions on the website independently. The researcher analyzes data using software that records the respondents’ screen, face, and voice. The advantage of this method is that respondents operate in natural conditions. The disadvantage is that the moderator cannot ask follow-up questions about pressing issues in real-time, and after completing tasks, it is difficult for the user to recall specific tasks and related problems.
   3. Eye tracking – this is a research tool that complements information gathered during usability tests. The user performs tasks on the website, and a special device – an eye-tracker – records their eye movements. As a result, a map is created showing the areas on the page that most frequently capture the attention of the test subject.

4. Graphic preparation of a refreshed version of the customer’s purchase path (or another important element, e.g., a contact form), taking into account previous UX research.

UX research can be conducted at various stages of a project.

• Before introducing innovations, we can examine user needs and behaviors. Who will use the product? Why will they use it? How will they use it? The answers to these questions provide specific guidelines that can be followed when creating a new product.
• We can commission testing of an existing website/prototype of a new website or optimize an existing service or product.

User-centered design is important because it helps in making correct decisions, improves solutions, and verifies their accuracy. Thanks to research, we operate based on verified data about our product, rather than intuition or general theories about website creation. The goal of the research is to improve the product and learn more about how it is used. Often, even a few minor changes on a website can significantly impact the quality of user experience.