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Lessons learnt from user testing

Lessons learnt from user testing

I've spent years in the ecommerce industry but mainly on the development and integration side. While it's easy to acknowledge that user testing is a good thing, it's been rare for me to be involved with any. Since working with Anna Green at Space 48, I've had the opportunity to review preview user tests and it's been incredibly insightful.

In this short talk, I share some of the surprising things that you can learn from running some user tests on your ecommerce store.


Tom Robertshaw

April 25, 2019


  1. Lessons learnt from user testing Tom Robertshaw @bobbyshaw

  2. A/B Testing partnered with User Testing Statistics paired with sampling

    Conversion Optimisation
  3. • Fullstory.com • usertesting.com • usertest.io Session Recording and User

    Testing Tools
  4. Example questions: • What sort of products do they sell?

    • What is your first impression of the quality of the products? • What price point are you expecting? Brand Discovery and First Impressions
  5. Product Research

  6. • Lots of information to get across • Clear and

    concise. • Tabbed content not always a solution Product Information
  7. What makes user trust a brand? • “Professional photography” •

    “Good design” / “easy to use” • “No bugs” Building Trust
  8. Overlays & Fixed Notices

  9. “Wow, ok” “Oh gosh, this looks a bit busy body”

    One Step Checkouts
  10. Not just about “UX”, but effective communication Not just about

    customer behaviour but their emotions Not just about following best practices but it helps Summary
  11. https://baymard.com/ https://www.nngroup.com/ Recommended Reading

  12. Thanks @bobbyshaw