Designing for usability - User testing from feedback army made me $1507

User Testing from Feedback Army - Brutally Honest feedback for usability design

“I had two options double the amount of traffic to the site or double my conversion rate”

Before feedback army review

 

 

 

After feedback army review

 

“The design could use a bit of improvement and the "flow" of purchasing isn't the best.”

Clinton, Iowa, United States


“Nothing catches my eyes, the products are quite technical and I'm not sure the company is trustworthy.”

Caledonia, Ontario, Canada


“The overall page is not very appealing to look at.”

Kapaa, Hawaii, United States


“Immediately I begin to think that this is an illegitimate website/spyware site.”

Renton, Washington, United States

 

My co-workers, parents, and mechanic all told me my site was amazing but I couldn’t work out why my traffic wasn’t converting! Our conversion rate had been stuck between 1.5% and 2.2% for the past year! With over 20,000 unique visits every month, if I could just push the conversion rate to 3% then sales would almost double. I needed real, unbiased opinions so I turned to Feedback Army, a service that pays strangers to give brutally honest feedback about anything you want.

I asked the users to review my page give feedback based on four general questions:

1. Would you purchase from this website? Why/Why not?
2. Is it clear what you are purchasing?
3. How easy is it to checkout?
4. How would you improve this page?

Designing for usability isn't easy I’d spent hundreds of hours looking at the site trying to figure out how to improve it. In two hours, ten total strangers told me more about my site than I’d learned in the last year.

5 brutal truths I learned about my site from Feedback Army:


1. My checkout process sucks
2. The copy on my page is boring, generic, and makes my company seem untrustworthy.
3. My page raises more questions than it answers.
4. Product images don’t demonstrate the value of the product to customers.
5. Overall, the page was bland and boring.

 

Feedback army website changes

I asked the users to review my page give feedback based on four general questions:

1. Would you purchase from this website? Why/Why not?

2. Is it clear what you are purchasing?

3. How easy is it to checkout?

4. How would you improve this page?

 

Designing for usability isn't easy I’d spent hundreds of hours looking at the site trying to figure out how to improve it. In two hours, ten total strangers told me more about my site than I’d learned in the last year.

 

5 brutal truths I learned about my site from Feedback Army:

1. My checkout process sucks

2. The copy on my page is boring, generic, and makes my company seem untrustworthy.

3. My page raises more questions than it answers.

4. Product images don’t demonstrate the value of the product to customers.

5. Overall, the page was bland and boring.

 

With the brutally honest feedback I’d always needed in hand, I went to work addressing all of the issues brought to my attention. The biggest problem I had was the checkout process. We were directly losing sales because the process wasn’t intuitive for the customer and was hard to “follow”. First, I added an improved checkout button that makes it clear that the item is being added to the cart and that payment is not required yet. Next, I made the proofing page easier to understand and added a “Continue Shopping” button that adds the item to the cart and allows the customer to continue browsing products.

The next problem was one that none of my friends or family would have ever dared tell me; my website was boring. My product pictures looked like space fillers and the writing was so bland and generic that customers didn’t think we were real people! I realized that the main problem with the pictures and copy was that they didn’t answer any of the customer’s questions. For the product pictures, I decided that showing common uses for foamcore would be the best way to address customer questions.

To improve the writing and make it more personal, I added two bullet points that answer the most commonly asked customer questions and replaced

“For one time uses for meeting or conferences, Foamcore is the material you need. You can print directly to the foam core poster and it will have a great photo like quality as well as rigidity. Foam core comes in ½” and ⅜” and is perfect events.” with “If we aren’t printing foamcore, we’re asleep dreaming of the moment we carefully packaged your stunning order into its sturdy box ready to ship. If only we could see that moment when you unwrap this work of art, we would shed a tear knowing another foamcore poster got home safely.”

Within two weeks of the changes, a customer came into the office and surprised us with a request. She wanted to use our “new” photo printing on foamcore that we had just added on the website. Before we added the it had never occurred to her that we printed directly onto the foamcore and weren’t just selling the material.

For $20.00, I got feedback from complete strangers that made me $1507.44 more than I would have in one month and that’s only for one page! Simple, basic changes to my website made my company more profitable with just a few days work and almost doubled my conversion rate. As I move forward, Feedback Army will be one of my now not-so-secret weapons in my marketing arsenal to continuously improve my website and user experience.

 

Some of the brutally honest feedback we received

This website has a huge drawback for me, which is its url/domain name. When looking at the url I notice the numbers 858. Immediately I begin to think that this is an illegitimate website/spyware site. Probably due to my "shady" web habits but anything starting with numbers becomes questionable to me.

The design could use a bit of improvement. and the "flow" of purchasing isn't the best.

Your landing page to the average viewer might look a bit overwhelming without explaining much. Your homepage is nicely designed graphically and in terms of color contrast but in my opinion has to much "dead" space in it while overcrowding the useful information all to the left of the screen.

I checked out the "about us" page and the pictures and copy writing sound very generic and phony. I don't see anything in the products or on the website that will make me take the risk to order with the company.

The only improvement I would offer to this website would be to add paypal as a check out option. When I buy things online I prefer to use my paypal account.

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