And this is a nice segway to today's sponsor, Hotjar. For the past 7 years I’ve used Hotjar almost daily. I absolutely love the tool and I use it to:

• get a feel for how people use my website Do users use the filters on lister pages, or maybe they don’t spend much time on the product description and scroll directly to the reviews.
• test new features I’m able to see if people are using the new feature like I intended or maybe the are completely confused by it. You can see that clearly in the session recordings.
• check that nothing has broken on the site after a new major code release. It’s just such a handy tool to have.

Hotjar has a free plan, so you can use the tool before committing to anything.

​Start recording sessions today​

3. Session Recordings

Ever wished you could watch over your customers’ shoulders as they navigate your site?

Session recordings make that possible!

They show you users’ journeys in real-time, revealing how they interact with different features. This is perfect for spotting issues after updates or understanding how new features are used.

Example:​
I’ve used session recordings to test new product prototypes, such as a comparison tool on the product lister pages.

Our main concerns were that:

• people wouldn’t use it
• those who did use it would use it incorrectly

After a couple of iterations, our team improved the usability, but we discovered that only 1-2% of all users were using this feature. Even though it was very visible.

That’s why we paused the idea and concentrated on higher-impact features.

4. Painted Accordion Test

Here’s a fun one: the "Painted Accordion Test."

Think of it as a FAQ accordion where you track which questions users click on.

You pick content for the accordion test based on what you think people are interested in on that specific page. But you need to add a few unexpected questions too.

This helps you understand user's main concerns and interests, allowing you to tailor your content to address these key topics. It's simple but incredibly effective!

You: Wait Robert, is this a real UX method?

Me: Okay, okay, you got me there Reader. I just made that up because I haven’t seen others use it this way.

Example:​
Once, we ran this test on a home page, and we found that most visitors were curious about our return policy and our founder's story, and not so much about promotions and our summer campaign.

With these learnings we were able to highlight the founders story on the home page and how the company came to be. it on the homepage, and our customer inquiries dropped significantly!

5. Website Surveys

I love surveys, love, love, loveee them!

Want to know what’s on your customers’ minds? Just ask them!

Short & open-ended surveys can provide a lot of insights. Place them on the thank you page:

• to find out what almost stopped someone from buying
• or what convinced them to choose your brand over others
• And dozen other questions you can ask

Grouping responses by topic can help you address common objections and highlight your strengths.

Example:​
After a purchase, we asked customers what almost stopped them from buying. Many mentioned that they were not sure if the product was for their needs.

Based on this insight, we introduced multiple tools throughout the journey that verify if the product is for their needs or if we have something better for them.

6. UX Research Tests

We are getting to the stuff you might have never heard of.

Some might sound intimidating, but trust me, they are not. There are so many services and tools that enable you to do the tests at low costs.

Keep in mind that these are unmoderated tests, so it means no one is in the same room/chat/Zoom call with the participants; they just do the tests by themselves.

Let’s dive into some UX tests that offer deeper insights:

• 5-Second Test: Show a page for just 5 seconds and ask what stood out. This checks if your key message is clear.
• Preference Test: Present different designs and ask users which they prefer and why.
• Prototype Test: Use clickable designs to get feedback on new features before full development.
• Unmoderated Usability Test: Have users complete tasks on your site while speaking aloud. This reveals potential friction points.

Example:​
During a 5-second test, users kept focusing on the model in our ad but not the product.

Side note: they put a model that looked like Vince from Entourage on a shop visited predominantly by women… c’mon what did you expect?

We switched the image to include only the product & ran the test again.

And surprise, surprise, our message finally came through!

7. Moderated Usability Test

Finally, the granddaddy of all methods: moderated usability tests.

This involves watching users in real-time as they complete tasks on your site, either in person or via Zoom.

You can ask follow-up questions and see their reactions firsthand.

It’s the best way to get nuanced insights and understand how users really feel about your site.

Example:​
We watched a user struggle to find product reviews. By making them more prominent, we saw an uptick in user trust and conversions.

I’m here to help you every step of the way. If you have any questions or need tips to get started, don’t hesitate to book a 1-on-1 call with me.

In summary:

1. Use web analytics to gather essential data about website performance.
2. Visualize clicks & scrolls with heatmaps.
3. Understand user journeys with session recordings.
4. Find out user's interests with the Painted Accordion Test.
5. Gain direct feedback through website surveys.
6. Use various UX tests for detailed insights.
7. Conduct moderated usability tests for the most comprehensive understanding.