WHY things are happening on our sites.

Why are people abandoning their shopping carts?
Why are people more likely to bounce from that particular landing page?
Why aren’t people subscribing to the blog?

To help jumpstart your insights, we’re sharing  7 user testing templates made specifically for marketers:

  1. Comprehensive Overview Test
  2. Competitor Test
  3. Search Test
  4. Wireframe Test
  5. Shopping Cart Test
  6. Blog Test
  7. Mobile Test

(Note: Even if you’re not ready to run tests of your own, be sure to watch the sample user testing video that goes with each template.)

1) Comprehensive Overview Test
(Run Monthly with 3-5 Participants)

This is the type of big-picture test that will give you a ton of A/B testing ideas. It will quickly identify what your site is best at, and where it can improve.

Test Template:

Starting URL

http://www.google.com

Introduction
Put yourself in the shoes of someone who would search for [PRODUCT OR SERVICE YOU OFFER]

Tasks

  1. Search Google for [PRODUCT OR SERVICE YOU OFFER]. Click on a couple of Google’s search results, and explain what you’re learning.
  2. Go to [YOUR URL]. Look at this page for five seconds. Then look away and answer this one question (without peeking!): What do you remember?
  3. Staying on this page, look around and say what you think the site is about: what can you do here, what’s it for, what strikes you about it?
  4. Put yourself in the shoes of a person who searched Google for “[PRODUCT OR SERVICE YOU OFFER]” and ended up here. Think of one thing that you’d want to do on this site. Try to do that one thing.
  5. Pretend you’re running behind schedule. As quickly as you can, [TASK YOU WANT PEOPLE TO DO ON YOUR SITE].
  6. If there is something to buy (or sign up for) on this site, quickly go through the buying (or sign up) process, using phony information. If this wasn’t a test, would you have bought or signed up? Why or why not?

Post Test Questions

  1. Would you use the [YOUR URL] website in the future (please explain why or why not)?
  2. If you had a magic wand, how would you improve [YOUR URL]?
  3. What did you like about [YOUR URL]?
  4. How likely are you to recommend [YOUR URL] to a friend or colleague (0=Not at all likely, and 10=Very Likely)?

Sample UserTesting Session:

2) Competitor Test
(Run Monthly with 3-5 Participants)

Find out how you compare to your competition. Learn from what they’re doing better than you so you are armed with more ideas about how to improve.

Test Template:

Starting URL

http://www.google.com

Introduction
Put yourself in the shoes of someone who wants to compare two sites before buying the [PRODUCT YOU SELL] you want.

Tasks

  1. Go to [YOUR URL]. Look at the home page for five seconds. Then look away and answer this one question (without peeking!): What do you remember?
  2. What’s one thing you’d want to do on this site? Try to do that one thing.
  3. Try to find the [PRODUCT YOU SELL] that you want to buy. After you’ve found the product, quickly go through the process of buying it, but do not click the final Submit Order button. What did you like about [YOUR URL]?
  4. Go to [COMPETITOR’S URL]. Look at this page for five seconds. Then look away and answer this one question (without peeking!): What do you remember?
  5. What’s one thing you’d want to do on this site? Try to do that one thing.
  6. Try to find the [PRODUCT YOU SELL] that’s right for you. After you’ve found it quickly go through the process of buying it, but do not click the final Submit Order button. What did you like about [COMPETITOR’S URL]?
  7. Which site did you prefer? Why?

Post Test Questions

  1. If you had a magic wand, how would you improve [YOUR URL]?
  2. If you had a magic wand, how would you improve [COMPETITOR’S URL]?
  3. How likely are you to recommend [COMPETITOR’S URL] to a friend or colleague (0=Not at all likely, and 10=Very Likely)?
  4. How likely are you to recommend [YOUR URL] to a friend or colleague (0=Not at all likely, and 10=Very Likely)?

Sample UserTesting Session:

Find out how people generally search for your product. Do they use Google, Amazon, Bing, or something else? What types of search listings catch their eye?

Test Template:

Starting URL

http://www.google.com

Introduction
Put yourself in the shoes of someone who would search for [PRODUCT OR SERVICE YOU OFFER]

Tasks

  1. You want to purchase [YOUR PRODUCT OR SERVICE]. Use the Internet like you normally would (feel free to go to any webpage) to find the best place to make this purchase. Why did you decide to purchase from this particular site?
  2. Go to Google. Search for [KEYWORDS FOR YOUR SITE]. Click on a few of Google’s search results, and explain what you’re learning.
  3. Go to [YOUR SITE]. Look around the home page and talk about what you think the site is about: what can you do here, what’s it for, what strikes you about it?
  4. What’s one thing that you’d want to do on this site? Try to do that one thing.
  5. Imagine that before you make a greater commitment to this site–such as buying or signing up for something–you wanted to research them. Naturally search the Internet–however you would normally do research on the web–and see what you learn about them and their product. Talk about what impressions you’re getting.

Post Test Questions

  1. What frustrated you most about [YOUR SITE]?
  2. If you had a magic wand, how would you improve [YOUR SITE]?
  3. What did you like about [YOUR SITE]?
  4. How likely are you to recommend [YOUR SITE] to a friend or colleague (0=Not at all likely, and 10=Very Likely)?

Sample UserTesting Session:

4) Wireframe Test
(Run 3-5 tests whenever you have new collateral)

Before you hand off requirements to your designers or engineers, run some user tests on the wireframes.  Fix the major issues before taking up time in other departments.

Test Template:

Starting URL
[LINK TO WIREFRAME]

Introduction
For this test, you’ll be looking at a wireframe (that is, a preliminary version of the site that hasn’t been completed).  We’d like you to imagine how it would be to use these pages in real life.  Don’t worry if the design seems unfinished or you come across “jibberish” text.  You’ll probably click on something that doesn’t work.  If this happens don’t worry, just tell us what you expect it should do.

Tasks

  1. For this test, you’ll be looking at a wireframe (that is, a preliminary version of the site that hasn’t been completed).  We’d like you to imagine how it would be to use these pages in real life.  Don’t worry if the design seems unfinished or you come across “jibberish” text.  You’ll probably click on something that doesn’t work.  If this happens don’t worry, just tell us what you expect it should do.
  2. Enter this password: [PASSWORD]
  3. Take a look around and say what you think this page is about: what can you do here? Where would you click first?
  4. What do you like about this page? What do you not like about this page?
  5. Now GO TO THE NEXT PAGE. What do you like about this page? What do you not like about this page?

Post-Test Questions

  1. If this site was live, do you think it would meet your expectations?
  2. What was the best thing about this site? What was the worst thing about this site?
  3. If you had a magic wand, how would you improve this site?
  4. Would you use this site in the future (please explain why or why not)?

Sample UserTesting Session:

5) Shopping Cart Test
(Run Quarterly with 3-5 Participants)

Since it’s one of the last steps in the funnel, making changes to your shopping cart can generate boatloads of money for you. Look for areas where testers get stuck, lose trust in your company, or get distracted.

Test Template:

Starting URL

http://www.google.com

Introduction
Put yourself in the shoes of someone who wants to buy this: [PRODUCT YOU SELL].

Tasks

  1. Use Google to find the right [PRODUCT YOU SELL] for you.
  2. Now that you’ve found the right [PRODUCT YOU SELL], use Google to find a good place to buy it.
  3. Go to [YOUR URL]. Find the right [PRODUCT YOU SELL] for you. Go through the buying process, but don’t click the final “submit order” button.
  4. Did you find what you were looking for? If this wasn’t a test, would you have made a purchase? Why or why not?
  5. If you needed to return your purchase and get your money back, how would you do that? Do you trust that this site would give you a refund?
  6. Imagine that before you buy something from this site, you wanted to research them. Naturally search the Internet–however you would normally do research on the web–and see what you learn about them and their product. Talk about what impressions you’re getting.

Post-Test Questions

  1. Would you buy from [YOUR URL] in the future (please explain why or why not)?
  2. If you had a magic wand, how would you improve [YOUR URL]?
  3. What did you like about [YOUR URL]?
  4. How likely are you to recommend [YOUR URL] to a friend or colleague (0=Not at all likely, and 10=Very Likely)?

Sample UserTesting Session:

6) Blog Test
(Run Quarterly with 3-5 Participants)

Your analytics will tell you what blog posts are doing well (and what ones aren’t) but it won’t tell you why. Use this Blog Test template to understand what people actually think of your content.

Test Template:

Starting URL
[YOUR HOMEPAGE]

Introduction
Put yourself in the shoes of someone looking to read some informative content from a blog.

Tasks

  1. Start at the homepage for [YOUR HOMEPAGE]. Navigate to this site’s blog. Were you able to find this site’s blog? Please explain.
  2. If you couldn’t find how to get to the blog, then go here: [YOUR BLOG URL]. Were you here? If not, why weren’t you able to get to the blog? Please explain.
  3. Look through the blog homepage like you normally would and talk about what you think the blog is about: what can you do here, what strikes you about it, who is the target audience?
  4. What’s the one thing that you’d want to do on this page? Try to do that one thing now.
  5. What post are you most likely to read? Why? Go ahead and read that post now while remembering to think aloud. What do you like about it? What don’t you like? Was this post written by an expert?
  6. Share this post on a social network. If this weren’t a test, would have you shared this? Why or why not?
  7. Use the search function of the blog to search for a post that interests you. Did you find what you were looking for?
  8. Do you trust this company? Do they look reliable?

Post-Test Questions

  1. Do you plan on visiting this blog in the future (please explain why or why not)?
  2. If you had a magic wand, how would you improve this blog?
  3. What did you like about this blog?
  4. How likely are you to recommend this blog to a friend or colleague (0=Not at all likely, and 10=Very Likely)?

Sample UserTesting Session:

7) Mobile Test
(Run Monthly with 3-5 Participants)

It’s happening right now. Prospective customers are browsing your site from their phones and tablets. Will they find the product or information they’re looking for? Will they have a great experience? What if they’re on Android? Or an iPhone? What if your site uses flash or requires hovering for tooltips or other information? Don’t guess. Test.

(Note: This mobile template is a great place to start, but ideally you’ll be running a mobile test every time you run a computer test.)

Test Template:

Starting URL

http://www.google.com

Introduction
Put yourself in the shoes of someone who would search for [PRODUCT OR SERVICE YOU OFFER]

Tasks

  1. Search Google for [PRODUCT OR SERVICE YOU OFFER]. Click on a couple of Google’s search results, and explain what you’re learning.
  2. Go to [YOUR URL]. Look at this page for five seconds. Then look away and answer this one question (without peeking!): What do you remember?
  3. Staying on this page, look around and say what you think the site is about: what can you do here, what’s it for, what strikes you about it?
  4. Put yourself in the shoes of a person who searched Google for “[PRODUCT OR SERVICE YOU OFFER]” and ended up here. Think of one thing that you’d want to do on this site. Try to do that one thing.
  5. Pretend you’re running behind schedule. As quickly as you can, [TASK YOU WANT PEOPLE TO DO ON YOUR SITE].
  6. If there is something to buy (or sign up for) on this site, quickly go through the buying (or sign up) process, using phony information. If this wasn’t a test, would you have bought or signed up? Why or why not?

Post Test Questions

  1. Would you use the [YOUR URL] website in the future (please explain why or why not)?
  2. If you had a magic wand, how would you improve [YOUR URL]?
  3. What did you like about [YOUR URL]?
  4. How likely are you to recommend [YOUR URL] to a friend or colleague (0=Not at all likely, and 10=Very Likely)?

Sample UserTesting Session:

    This is just the beginning

    This is just the beginning
    source: http://www.usertesting.com/blog/2014/03/12/7-user-testing-templates-for-marketers/

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