The document discusses how user experience (UX) testing can help companies improve online sales. It recommends setting tasks for test participants to complete on a website while watching their videos to identify areas of frustration. UX testing can help validate new features, optimize marketing costs by observing user searches, and settle internal debates. The document provides examples of companies that saw increased online sales and conversion rates after removing friction points discovered in UX testing. It encourages readers to try UX testing for free and provides five tips to increase sales, such as ensuring the returns policy page is easy to understand and mining search logs to improve relevant content.

1. How to sell more
by UX Testing

2. Barend Faber
Senior Customer Success Manager
WhatUsersDo
● UX Testing is easy
● Why you should bother
● How it’s worked for others
● How to do it tomorrow (free)
● Bonus: 5 tips to sell more
Agenda

3. UX Testing is
easy

4. Set tasks for people to follow on
your site
● Find a product you would genuinely buy and add it
to your basket
1

5. 2 Choose people to take part
● Demographics
● Device – Desktop, Tablet, SmartPhone
● Custom screener

6. Watch videos
● As they attempt tasks
● Saying what they’re thinking
● To find out where they struggle
3

7. Why bother?
1. Improve online sales
by identifying (and then
removing) user friction
2. Stop wasting time
guessing at what to
improve on your site
3. Reduce the cost of
avoidable contact

8. Why bother?
1. Validate new features,
products and pricing
2. Optimise marketing
costs – watch users
search
3. Take the best from
your competitors

9. Why bother?
1. Settle internal
arguments with the
“customers voice”
2. Prioritise your roadmap
around users needs /
wants
3. Get closer, closer
closer

10. Just like these 5

11. HALVED BOUNCE RATE
+ 18% ONLINE SALES
BETTER PPC RETURN
TESTING REVEALED
HOME PAGE PROBLEMS

12. INCREASED SALES
STOPPED WASTING TIME
AND EFFORT GUESSING
WHAT USERS NEED
TESTED TO IDENTIFY
AND REMOVE USER
FRICTION

13. INCREASED SALES
STOPPED WASTING TIME
AND EFFORT GUESSING
WHAT USERS NEED
TESTED TO IDENTIFY
AND REMOVE USER
FRICTION

14. +25% CONVERSION RATE
+115% REVENUE
TESTED MOBILE
PURCHASE &
NEWSLETTER JOURNEYS

15. Good news: none of the
changes were massive.

16. Try it free
whatusersdo.com/screen-pages

17. Bonus! 5 Tips to increase
Sales…

18. If you don’t have a phone number
say why1

19. 2 Treat your Returns Policy as a high
converting page
● Easy to find: link on PDPs and throughout
checkout
● Easy to understand: not written by a lawyer

20. 3
Mine your search logs
● Take the top 20 on-site search terms and ensure
the relevant product or categories are displayed
on your Home Page
● Search can show you what many users can’t find
when they land

21. 4
Squint your eyes
● Look at each of your top 10 landing pages
● See if anything on the page looks a like an ad
● Change its design so it doesn’t (to stop people
ignoring it)

22. 5
Is your cookie message dominating
your mobile home page?
● Reset your mobile cookies
● Shorten or move the cookie message for mobile
devices

23. Five Tips
1. No phone? Say why.
2. Returns Page converts
3. Mine search logs
4. Squint to remove “ads”
5. Cut mobile cookies

24. Barend Faber
Senior Customer Success Manager
WhatUsersDo
● UX Testing is easy
● Why you should bother
● How it’s worked for others
● How to do it tomorrow (free)
● Bonus: 5 tips to sell more
I set out to

25. Try it for yourself:
whatusersdo.com/screen-pages