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CRO Advanced User Testing: What does the process involve?

Our advanced user testing service offers a way of combining more conventional CRO and UX tools and tests with cutting edge human biometric data and analysis gathered from real customer test subjects, to give highly accurate, well-rounded and actionable insights into how people interact with a website and what changes could be made to improve the UX and increase conversions.


The process that we undergo with different advanced user testing projects can vary slightly, depending on the specific objectives of the brand, company or organisation and the outcomes you are looking for. However, the fundamental aspects of how we go about testing and analysing the data, and determining recommendations to help you overcome the issues the process uncovers, will generally follow the framework below.

Identifying and understanding your audience

Having a good understanding of who the potential online customer/client is, what motivates them and influences them, is a vital part of the process. If you don’t already have detailed online buyer/customer personas, we can help to develop these, based on both your own anonymised customer data and other data from a number of different sources.

Understanding how your business can scale & determining the scope of tests

Gaining insight into how your business works and identifying the areas in which small differences will have the biggest impact is part of our research at the beginning of every advanced CRO project. To deliver the best possible ROI for your business, we will determine which processes and tasks that customers/clients undertake will have the potential to scale up your revenue the most and thus be the main focus of our project.


Finding & engaging with relevant test subjects

Ensuring that we’re testing the right people is essential for the validity of this type of project, so we pre-qualify people that are a close match to your personas to take part in the testing. The number of people we bring in for full tests can vary, depending on the scale and purpose of the project, but is usually 4-8 people. Depending on the nature of the testing we are doing, we may purposefully look for people who have no previous experience of your brand, or the opposite. Subjects are invited to the testing lab on the test day and usually are each required for around 30-60 minutes.

Biometrics testing

Before testing begins with a subject, various biometrics equipment is fitted to them to help us gather data during the testing phase. The exact things we’ll measure can vary, depending on the nature and objectives of the project, but usually include:

  • Eye Tracking
  • Facial Expression Analysis
  • Galvanic Skin Response (GSR)
  • Brain activity (EEG)

Once base levels have been established, we move onto the testing phase, which can take anywhere from 5-30 minutes, depending on the activities that we have determined should be part of the test. Usually, the test subjects will all be asked to complete the same tasks on the website, being provided with the same instructions. The various data being collected by the biometrics equipment is all recorded for later analysis.

Find out more about these advanced CRO metrics here

Qualitative Interview

Following the tests with the biometrics equipment, the subjects are then interviewed about their experience on the website. This often highlights how what people say in an interview setting can contrast with what their brain and bodies actually tell us through the biometrics data, which is one of the reasons that we believe it offers much deeper insight than many traditional types of research.


Data Analysis

The data captured by each piece of biometric equipment is analysed and cross-checked to build a picture of how the test subjects felt and responded during the various phases of the exercise. This highlights any stress points in the user journey and all elements are needed to get an accurate understanding of what occurred. Each test subject’s data results can be compared with others to highlight any repeat issues or patterns, which will go on to inform and shape the recommendations of the project.

Providing recommendations for CRO improvement

The analysis of data from all test subjects, along with any relevant findings from the qualitative interviews and conventional CRO activity, is built into a series of recommendations for implementation on the website. Hit Search present these recommendations, alongside the insight gained by the testing process, with the aim of improving the user journey through the website and driving conversion rate increases.


Post-test review for further activity

During the course of an advanced user testing project, the process often highlights other areas of the website or marketing activity that would benefit from further testing. This could be platform related, or could include testing a wider range of personas, those people landing on site from a specific channel, competitor research and comparison, or testing for new products, new sites or even new marketing materials and campaigns. We will provide a report with any additional recommendations to drive more revenue and help your business further scale up.

For more tips & tricks surrounding more advanced user testing, please click here.


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