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It's easy to become desensitized to your website's pain points when you see it every day. A Usability Scorecard offers a fresh perspective, helping you address the most significant concerns of your customers.
Many ecommerce brands adopt a "test everything" strategy, only to be disappointed when revenue doesn't increase after multiple “winning a/b tests”.
Instead, a structured, data-driven approach like a Usability Scorecard drives strategy effectively. We see a 44% win rate in our a/b testing results when hypotheses are pulled from the scorecard’s results.
Before diving in, define your goals. What do you hope to learn? Identify key areas of your site to evaluate. We recommend the homepage, Product Listing Page (PLP) or Category Page, Product Detail Page (PDP), and the Cart. Define the metrics you want to move and how they will measure success. This ensures your efforts are focused and productive.
The value of your Usability Scorecard hinges on who you involve. Target users who reflect your customer base. Develop screening questions to filter out those outside your criteria. Consider demographics, product usage, and behaviors. For example, screen for individuals who have experience with your product or similar products on the market.
Interviews are the heart of your Usability Scorecard. Schedule sessions thoughtfully. We recommend allocating an hour per interview. Use tools like Calendly to streamline scheduling. Before starting, obtain informed consent:
"We are going to record this interview today and need your informed consent. It will not be shared externally; it is only for data capturing purposes in order to improve our site and will only be available internally to our teams working on this project."
Best practices during interviews include:
Use a mix of question types to gather rich insights:
Organize your questions in a spreadsheet, placing each question in its own row and participants across columns. This simplifies synthesis later.
After the interviews, it's time to make sense of the data. Highlight common themes, behaviors, and sentiments. Assign each recurring concept a color in your spreadsheet. This visual aid helps identify patterns that will form the basis of your recommendations.
Next, tally up the Customer Effort Scores from each participant's tasks. This quantitative data complements your qualitative insights.
Compile your findings into a digestible format. We recommend creating a slide deck to present to stakeholders. Here's how to structure it:
Translate your findings into a hypothesis backlog. For each insight, formulate an actionable hypothesis:
"If we add a drawer cart to the navigation, then cart visits will increase because users had difficulty finding the cart after selecting items."
This approach arms you with a plan detailing:
A Usability Scorecard is more than a tool—it's a compass guiding your website's user experience improvements. By methodically gathering and analyzing user insights, you can make informed decisions that resonate with your audience and drive more revenue.
Re-run the scorecard annually and compare how you’ve impacted the brand’s key metrics.
Remember, the goal isn't just to collect data but to understand and act upon it. So, what's stopping you?
If you’d like the full details of how we do this for our clients, check out the white paper we wrote. We put a ton of time into writing all the smallest details of how we run a scorecard. We even included templates to save you a ton of time.
If you are looking to begin a conversion rate optimization campaign reach out. We’re here to help.