Types of User Testing in Internet Marketing
April 23, 2013
•IADT General, IADT San Antonio, Internet Marketing
• 0 Comments
For your website to be successful, it is absolutely essential that you understand how customers interact with it. You must know how customers access your site, how long they spend on your site, what pages they use on this site and what they click on your site. If you understand how customers act on your site, you will know what changes to make to drive them toward conversions on your site.
Luckily, you don’t have to be kept in the dark about what customers are doing on your site. There are a variety of user testing tools that internet marketers employ to test the effectiveness and interactions of a website.
Heat maps provide a visual representation of where users click when they visit a particular page. Think of a heat map like a weather map showing the temperatures across the nation. It helps you quickly find out where all the heat is. Places on the page that are clicked the most often will appear to glow yellow or red. Places that are clicked less often will appear in less severe shades such as blue. Areas that are not clicked will remain dim.
There are a variety of services that offer heat maps. One of the most popular is crazyegg.com. There is a cost associated with this service, but it is usually negligible and dependent on the amount of traffic your site receives.
Eye-tracking takes the concept of heat maps to the next level. Instead of just tracking clicks, eye-tracking provides a way to discern everywhere that a user looks on your site. Eye-tracking services leverage the built in webcams in user’s computers to track they’re eye movements upon landing on a page. This way you can see where your customers’ eyes are drawn on your site, so that you can place your most important information and calls to actions in those locations.
When you are making changes to a webpage, A/B testing can be an invaluable tool. Simply put, A/B testing allows you to compare the performance of two versions of a page against each other to see which one more effectively drives conversions. You can put a modified version of a page up against the original. The incoming traffic will be split between the two landing pages. You can then track which has a better conversion rate.