USER TESTING CASE STUDY
B2B SaaS Platform
User testing the public-facing website and onboarding process.
The Challenge
Analyse the effectiveness of the public-facing website, including its strengths and weaknesses, in order to determine how to better engage and encourage the target audience to either take a trial or make a purchase.
Evaluate the trial registration process and gather feedback on users' first impressions of the dashboard.
Devices
As this was a B2B study, we conducted this research using each participant's laptop or desktop computer.
Approach
These were remote, moderated user tests over Zoom. Each session lasted about 1 hour.
Participants
Userfy found, screened and recruited six target customer decision-makers using specialist recruitment platforms.
The Research Plan
Opening Discussion
In the opening discussion, we explored important factors for potential customers when finding and choosing a relevant solution.
Participants were encouraged to talk about their experiences, including exposure to competitor products.
We explored and sought to understand any pain points.
Client Marketing
For the purpose of the study, we had the participants simulate the process of acquiring customers by searching for a solution that would be relevant to their needs and progressing through the journey as they would in real-life situations.
We then showed a client PPC ad, explored participants' reactions to it, and learned their resulting expectations.
The Client Website
Participants were sent a link to the client's website and allowed to explore it as they ordinarily would.
We probed their first impressions and assessed messaging and content for relevance and effectiveness throughout the public-facing pages.
We understood what was working well, what wasn't, what was missing, and anything users could not find.
We explored how well participants understood the trial and their reactions to the trial offer.
Participants were observed creating an account.
Using the Platform
We explored first impressions of the trial experience and how well participants understand the dashboard.
We set broad tasks for participants to undertake and observed their understanding of the interface.
We established what was working well, what wasn’t, what was missing, and anything users could not find on the dashboard.
Closing Discussion
Participants summarised their experience using the client's website and product, and an opportunity for participants to make suggestions, talk about improvements they would like, and mention anything else.
Selected Findings and Recommendations
Top Navigation
Disorienting Navigation: Add a clear indication of the current section of the website to the top navigation to reduce disorientation.
Unclear Top Navigation: Consider redesigning the top navigation bar to make it more prominent.
Confusing overlay content: Remove any overlay content that may interfere with the top navigation, and integrate any promotional or discount offer into the homepage content instead of displaying it as an overlay.
The Homepage
Unclear product description: Revise the headline, strapline, and imagery to effectively communicate the product's purpose, target audience, and benefits, making it clear and concise.
Disconnect with the target audience: Use suitable language to accurately represent the intended users and eliminate the term "everyday people", which may not resonate with the target audience.
Ambiguity in product offerings: Clarify the "Choose Your Solution" content to differentiate between products and features, avoiding ambiguity and providing clearer information to users.
Misaligned CTAs: Adjust the CTAs to prioritise information provision over prompting users to sign up or request a demo prematurely, enabling users to access relevant information before making a commitment.
Strengthening testimonials: Add company attribution, photos, and detail to case studies to boost the credibility and relevance of testimonials, making them more persuasive and trustworthy.
Leveraging user metrics: Make social proof more prominent on the homepage, highlighting the company's impressive customer base to establish trust and confidence in potential users.
Irrelevant "Smarter Working Links": Remove the "Smarter Working Links" content to avoid user distraction and confusion.
Balancing tone: Introduce a more professional tone of voice to appeal to a broader audience.
The Product Page
Weak headline: Revise the headline to make it more engaging and attention-grabbing, capturing the product's key benefits.
Emphasise strap line: Highlight the strapline as it is a key feature to potential customers.
Improve CTA: Adjust the CTA to provide more information about the product before prompting users to start a free trial, helping users make more informed decisions.
Reposition "No credit card. No commitments." copy: Make the "No credit card. No commitments." copy more visible and move it up the page to reassure participants and address potential concerns upfront.
Improve video content: Improve the video by showing the product in use and everyday tasks undertaken, and include messaging highlighting why users should choose this platform over others on the market.
Streamline content: Simplify the headlines and reduce the length of paragraphs to improve engagement and encourage participants to stay on the page.
Add imagery: Include more imagery relating to the platform itself to provide a better visual representation of the product and enhance user understanding.
The Competitor Comparison Table
Inclusion of leading competitor: Improve relevance by including the top competitor and removing the lesser-known product.
Addressing pricing questions: Emphasise pricing transparency and address potential concerns about hidden fees or catches.
Removal of irrelevant features: Focus on relevant and valuable features to potential users, and remove or demote those that are not.
Clarification of feature descriptions and terms: Refine feature descriptions and terms to improve user understanding and prevent confusion.
Ambiguity around the unique feature: Clearly explain the unique feature to eliminate any confusion and make it the feature more attractive to users.
Meaning of "Basic" clarified: Provide additional information to clarify the meaning of "Basic" and avoid misunderstandings.
Correction of browser usage discrepancies: Ensure accuracy and consistency in the comparison table to maintain user trust.
The Package Comparison Page
Re-evaluating BASIC package: Assess and adjust the BASIC package features to align with participants' expectations and reduce friction.
Clarifying package features: Revise the "..features +" heading so that it is clear that features from previous packages are included, and provide clear and concise explanations for each feature.
Expanding feature explanations: Provide detailed explanations for features requiring more clarification, such as "Sentiment", "Advanced Reporting", and "Bookmarking".
Adjusting trial link placement: Make the "Start my free 14-day trial" link more prominent and clearly visible to prevent incorrect trial initiation.
Optimising layout for various devices: Adjust the page layout to ensure easy package comparison and processing on different devices and screen sizes.
Improving in-page tab navigation: Improve the tab navigation by making it more noticeable and clarifying the headings for each tab.
Informative package names: Replace the BASIC, LITE, and PRO package names with more descriptive alternatives that clearly communicate what each package includes.
Enhancing help icons and tooltips: Make the help icons more prominent and ensure that the tooltip content is informative and helpful for users.
Clarifying discount duration: Make the timeframe for the 50% discount explicit to prevent confusion about pricing.
Addressing trial availability: Clarify the availability of the LITE package trial to prevent confusion.
Buy Now
Informative timeline: Keep the timeline at the top of the page as it was found to be informative.
Confusing downgrade option: Remove the option to downgrade to LITE after selecting the PRO package to avoid confusion.
Unclear "Select Quantity": Rename "Select Quantity" to "Select Licences" to clarify its purpose.
Limit of 6+ Licences: Explain why the limit is 6+ licenses or consider increasing the limit to reduce confusion.
The Dashboard
Fixing help overlay issue: Fix the non-functional "X" on the help overlay to enable users to exit the tour easily and improve the user experience.
Streamlining dashboard design: Revise the dashboard layout to reduce visual clutter and make it more intuitive for users, enabling them to navigate and use the dashboard more efficiently.
Providing feature information: Add more details about features to the dashboard to address questions and concerns arising from the public-facing website.
Clarifying disabled toggles: Provide clear explanations for disabled toggles to help users understand their purpose and functionality.
Enhancing "International" feature visibility: Adjust the text size and visual changes to make the effects of toggling the "International" feature more apparent.
Optimising video placement: Reconsider the permanent video space on the dashboard to free up room for more essential elements.
Explaining Chrome extension: Provide clearer instructions on how the Chrome extension works, how to schedule meetings with it, and its integration with Gmail, improving user understanding and engagement.
Clarifying app functionality: Revise the website content to accurately describe the app's capabilities and avoid confusion about its features, providing users with clear and concise information to enhance user experience.
Project Deliverables
Full session recordings uploaded for you to view immediately after each session.
A findings and recommendations report including selected video examples.
A video call to answer any questions.
Ongoing support and advice where required.