Discover how your website functions by means of a Usability Study

Usability research for immediate insight into actual customer behavior on your website

Do your (potential) customers know how to effectively find their way around when searching for information? Is your website user-friendly and does it contain the right information? Can your target group find the right information quickly and easily, and is the website navigation logically designed? 

We understand that your website is the face of your organization. In many cases, the website is even the first point of contact. The usability study provides insight into how your website can be used optimally to ensure, among other things, that this first moment is as efficient as possible or that your website visitors convert.

How is a usability study conducted?

Our usability research is conducted using three methods: web usability, mouse tracking, and eye tracking. In addition, we regularly use an online community when the situation or research question requires it. For each study, we determine which methods are most suitable for your research question and which may be necessary for a successful study. We are happy to discuss this with you.

During a web usability study, various respondents visit your website based on predefined tasks, which they carry out independently and without instructions from a research specialist. The tasks expose the respondent to different parts of your website. After (or during) each task, there is an intervention in which the respondent explains his or her findings to our research specialist. Both the task and the respondent's experience are discussed in the interview.

The pre-determined tasks are performed on a computer connected to special equipment that records eye movements, eye fixations, and mouse clicks. The eye movements and mouse clicks of the respondents are analyzed per web page in a so-called heat map.
This heat map shows which parts of a page are viewed most often, and the mouse clicks show where the respondents clicked to perform an action.

This provides insight into how current web processes are experienced, where the attention grabbers are, and what changes can be made to achieve even better results.

Eye tracking research is almost always conducted face-to-face and on location, unless an Online Community is used. In most cases, 8 to 25 respondents are interviewed per study, depending on the information requirements and the number of relevant target groups. Each interview lasts approximately 45 to 60 minutes, and the entire Online Community usually takes 3 to 5 days.

How does Markteffect make usability Markteffect unique?

We consider every issue to be unique and immerse ourselves in your wishes. It may well be that one of the above methods can (or even must) be adapted to achieve a better result. For example, it is possible to have respondents in an Online Community carry out a usability study, because they can then participate in the study from their own location. In this way, we always look at what is needed for a successful study and discuss this with you in advance.

We are able to recruit respondents for the usability study ourselves via our own consumer or B2B panel. Respondents are selected based on characteristics that are determined in advance in consultation with you, so that they accurately reflect your target group.

What are the benefits of a usability study?

A usability study provides insight into the clarity, findability, attractiveness, and user-friendliness of your website. Can people find what they need? Is the information described correctly and can it be found logically? Do people know what the organization stands for, and does the website match your image and identity? The study can answer these questions, among others.

We will also identify opportunities and threats that exist on your current website. Opportunities that could improve your conversions or first impression, or threats that are currently hindering your online sales, for example. We will ensure that the best and most relevant insights form the basis for making the right decisions.