Usability Testing & Website Conversion Rate Optimization (CRO)
Stop guessing & start testing.
From complete redesigns and replatforming work to small incremental changes, Eyeful can help uncover conversion opportunities on your website.
Overview
Customer’s expectations are based on their best digital experiences. We help you get there.
Customers' expectations are built on their best digital experiences, not the best digital experiences in a given industry; however, most companies still focus on their direct competitors when they create their websites and digital strategies. Our team will review your website and identify conversion rate optimization (CRO) opportunities to increase average order value (AOV), dollars per site visitor, cost per lead, or other target KPI.
We use a combination of deep experience paired with usability testing, and surveys when appropriate.
Usability testing is conducted on various types of devices using technology that allows panel members to browse the sites on their own devices in the privacy of their home or office, creating a more natural setting than traditional methods.
The value we provide is not just executing the tests, but more so knowing which guided steps to ask users to perform and in the prioritization of what is important & impactful and separating it from the noise.
WHAT WE DO
We bring platform experience, including Shopify Plus, Shopify, Magento, Salesforce Commerce, Hybris, ATG, Websphere, Wordpress, Squarespace, and homegrown platforms.
Our team has worked with major software providers including Insider, Yotpo, Gorgias, Nosto, Certona, Rich Relevance, Dynamic Yield, Adobe Analytics, Coremetrics, Google Analytics, and countless others, and can recommend technology that can improve your performance. Our goal is always to identify and address quick wins prior to branching out into more complex initiatives.
Our strategists will prioritize findings based on impact and effort. We use four major groupings including quick wins, major projects, fill ins and hard slogs. In most every project, the list of quick wins far outweighs any of the others.
Examples of Usability Questions
We believe in beginning engagements with usability tests that replicate scenarios which your shoppers or site’s visitors take on a daily basis. This is done using software that records a user’s guided session in their natural settings (at home, school or work) on their own devices.
We design a test script that requires verbal feedback, as well as specific actions to take. However, much of the power of these tests comes from watching the behavior and not just listening to what people say. This is how we often find bugs - people encounter something that they think is there by design, when it’s actually a flaw in the site or code.
Test questions may include things that provide us with a view into how they navigate and experience the site, as well as how they feel or think:
What three words come to mind when you first visit this page?
What do you think this site sells? Do you have a perception of the pricepoint?
Shop for an item to give as a gift. Before adding it to your cart, tell us if there’s enough information on the product page or if prefer more details.
From a category or collection page, tell me which filters and sort options you would expect to see.
Perform a search. What do you think of the results? Do they match what you were searching for?
Find a product to monogram. Was it easy or difficult?
Each usability test is designed from scratch to meet your specific needs and questions. After executing tests and reviewing session videos, we highlight the most important opportunities and fixes. We nearly always find quick wins, which makes usability a great thing to run several times a year.
Usability Test pricing
Usability tests start at just $2500 for six videos with a list of priorities and a summary of findings.
This allows us to capture two on desktop, two on mobile and two on tablet - however, we can run any combination of devices or audiences. If you would like to test on multiple different demographics (gender, age), we recommend adding more videos.
Services
eCommerce
From multi-million dollar Shopify stores to custom billion dollar sites, our team has the experience to help.
B2C Lead Gen
Eyeful has the experience to help with lead generation from real estate to pest control and everything in between.
B2B Lead Gen
From form optimization to wholesale navigation & messaging refreshes, no job is too small or big.
Technology Selection
Whether you need a completely new tech stack or just need to swap out one part of your solution, our team can recommend the right technology for your needs.
Site Redesigns & Migrations
Giving your site a new look and feel or moving from Magento to Shopify? Implementing a major platform? We’re here to ensure it goes smoothly and leverage our 150+ point checklist.
Usability, A/B and MVT Testing
While we often find a series of “just do” changes on websites, we can also help devise a series of testing changes on your product detail pages or other parts of the site.
Proud to partner with mid-market leaders
How We Work
As with most things, we start by listening to your goals and understanding your business. From there, we use your analytics and our experience, as well as competitive tools and research, to seek out areas for improvement. We believe in testing and refining along the way, trying to eke out all of the revenue or profit possible.
Site Optimization & CRO Process
01
Learn
We begin by understanding your goals and what you’ve tested before.
02
Analyze
We dig into your site’s web analytics and seek out areas for improvement.
In addition, we often use Usability testing via Usertesting.com to collect additional data from live sessions.
03
Implement
We partner with your team to implement changes or develop robust specifications to hand over to your development partner or in-house developer.
04
Optimize
We test, measure and refine based on what the data shows. While we generally seek statistical significance, we know it may not always be possible depending on the number of tests and your site’s traffic.
Some of Our favorite technology
Testimonials
Testimonials
Frequently asked questions about site optimization
+ What is website optimization?
Website optimization works to improve performance across all areas of a website. This includes user experience, conversion rates, and traffic. Optimization is an ongoing, evolving process that continues after the launch of a new website.
Continual monitoring and updates are necessary to keep pace with technological advancements and search engine algorithm updates. It also helps to keep up with industry competition to continually nurture your website and the value it brings to potential buyers.
+ What is conversion rate optimization?
Conversion Rate Optimization (CRO) focuses on increasing the number of users who take a desired action on the website. These actions could be purchasing a product on the website, filling out a form, or signing up for a service.
CRO also involves understanding what persuades or deters potential buyers from giving you insight on how to create the best possible user experience to help them convert.
+ Why is conversion rate optimization important?
Conversion Rate Optimization (CRO) is essential because it helps lower customer acquisition costs by providing insight into ways to improve the value of the website visitors and users already coming to your website.
Optimizing your conversion rate can increase the revenue per visitor, attract more customers and expand your business without necessarily driving more traffic.
+ What is A/B testing?
A/B testing–sometimes called split testing–is an experimental process used to test two versions of the same effort with a different variable. It compares the two versions to one another to determine which one performed better.
These different variations are provided to users randomly, and then the results are analyzed to understand why one performed better than the other among the different audiences. This research helps drive business metrics for improved results.
+ What is Usability testing?
Usability testing is the practice of having users interact with a website, prototype, design comps or other product in order to provide feedback.
The testing can happen virtually, through a provider like Usertesting.com, or in person. Most usability testing for eCommerce is done virtually across desktop, mobile and tablet devices.
We bring hands-on digital experience since 1996, including substantial in-house experience optimizing sites up to multiple billions in revenue. See some of our team members below.
Browse services & more
Explore below to learn more about complementary solutions and our agency’s partnerships.
Let’s Talk about Driving More Revenue