Quick Answer: Understand behavior on websites

Overview

Quick Answers allow you to collect recorded video feedback of customers or prospects as they complete tasks and answer questions. The tasks and questions are written for you by UserTesting, and designed to answer the most common marketing challenges. You can read more about Quick Answers in the Overview of Quick Answers.

“Understand behavior on websites” is one of the Quick Answers available on the platform. With it, you can discover whether people can easily complete a task on a website as well as understanding the behavior behind your metrics and analytics.

When  to use "Understand behavior on websites"

Use “Understand behavior on websites" to explore customer behavior on your website and ensure they’re effectively moving through your purchase funnel

  • Test landing pages to make sure they resonate and customers understand where to navigate next
  • Test navigation elements to make sure your customers can find the information they’re looking for
  • Observing how easy or hard people find completing a specific task on a website to understand what is driving the behavior reflected in your data and analytics
  • Identifying opportunities to improve conversion rates through your purchase funnel
  • Test your competitors' website to identify opportunities to improve your own site

How to Set up "Understand behavior on websites"

1. Quick Answer Inputs

From the dashboard, click Get Quick Answers, then click “Understand behavior on websites.”

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Provide a link to the website on which you want to get feedback. You don’t have to start at the homepage. For example, if you want to test a store locator, you could have participants start at the store location page.

2. Describe the activity you want participants to try. Start your description with a verb, but don’t include exact steps, such as “Click on this button. Then this link. Then go….”

The description is added to a pre-written sentence, so it’s a good practice to use a lowercase letter for the first word and not end with a period or other punctuation. Quick Answers converts your description into the test questions, so the wording you enter is what people will see.


Some examples include:

  • sign up for the newsletter becomes 
    • Take as much time as you need to sign up for the newsletter
  • find out when to report for jury duty becomes 
    • Take as much time as you need to find out when to report for jury duty
  • change your profile picture becomes 
    • Take as much time as you need to change your profile picture.

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Then name your test so it’s easy to recognize from other tests on the dashboard. 

At this point, you'll need to determine who should take your test.

 3. Click Next.
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  • To see a list of all the questions the test asks participants, click the link under Tasks. To see what your test looks like to participants, click Preview Test to the right of the Test Plan Summary, then click Preview Test. When you finish the preview, click the Close button. ⓘ Note If you realize you need to add or remove a participant, or you find something you need to change in your inputs, do either of the following:
    • Click Participants to add or remove test participants (requires additional purchases of the Participant Pack).
    • Click Edit in the upper right. When you are done editing the test, click "Save and Go to Order Page."

Click Launch Test to send the test to the UserTesting Panel.

How you get Quick Answers

After you click Launch Test, we send the test to participants who match the demographics you chose. These participants then answer any screener questions you added in order to qualify to take the test.

If you’d like to see what answering screener questions looks like from the participants’ view, watch this video.

Once they qualify, we ask them a series of questions about the task or activity you provided. We use the exact phrasing you provide for the task or activity when we ask the participants questions. This is why it’s important to start the sentence with a verb - for example, “buy a car” or “find a TV.”

Here’s what we ask participants based on the questions you answered when you created the test:

  1. [Rating] **Without leaving this screen** how difficult or easy do you **expect** it to be to find information about volunteering? Explain your answer. [5-point scale: Very difficult to Very easy]
  2. [Verbal] Take as much time as you need to [activity].
  3. [Rating] How difficult or easy was the activity overall? Explain your answer. [5-point scale: Very difficult to Very easy]
  4. [Verbal] What part of the website, if any, made it **easy** to accomplish that activity?
  5. [Written] Write 1-3 words that summarize your previous answer in the box below. What part of the website made the activity **easy**?
  6. [Verbal] What part of the website, if any, made it **frustrating or hard** to accomplish that activity?
  7. [Written] Write 1-3 words that summarize your previous answer in the box below. What part of the website made the activity **frustrating or hard**?
  8. [Written] In one sentence describe the purpose of this website. What problem does it solve or make easier? Describe it in your own words, not using language from the pages you saw.
  9. [Rating] How valuable is this website to you? Explain your answer. [5-point scale: Not at all valuable to Very valuable]
  10. [Multiple Choice] From this list select 1 word that describes the **biggest improvement** you would make to this website: 
    • Appearance
    • Navigation
    • Trustworthiness
    • Understandability
    • Usefulness
    • none of the above

As participants finish, the software uploads the recorded video to our system and notifies you by email that the videos are ready to watch. 

Understanding the Results

For each test, the dashboard displays the type of test—using the same icon from each Quick Answer button—the test name, the day you created it, and how many participants have and have not taken the test.

After all the participants finish, a summary appears on your main dashboard:

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Click a test title on the dashboard to go to the Results tab on the Results page.

Results Tab

The Results tab is a great place to start for Quick Answers. It summarizes the findings from the test: Do more participants find the activity easy or difficult on the site you tested? Videos of your participants' open-ended feedback will display as Key Takeaways under the Results tab. 

Whether a participant finds the experience easy or difficult comes from Question 3. We ask participants, “How difficult or easy was the activity overall? Explain your answer.?” 1=Very difficult…5=Very easy.

  • A score of 1 or 2 means they found the experience difficult.
  • A score of 3 means Neutral.
  • A score of 4 or 5 means they found the experience easy.

The automatic highlight reels show participants doing this activity. We get this information from Question 2 below. We ask participants: “Take as much time as you need to [activity]. and we record their comments as they do this activity.

The results table below the highlight reels provides a quick and easy way to scan through the results in greater detail. We’ve summarized the key findings in the following sub-tabs:

  • Expected effort
  • What made it easy
  • What made it hard
  • Purpose of website
  • Perceived value
  • Area to improve

Most sub-tabs have brief written responses (provided by participants) to help you identify interesting responses more quickly. Once you’ve found feedback you’d like to dig into further, you can watch the video response from that participant by clicking on the written responses. This will take you to that specific moment in the video to hear what else they had to say about that particular experience. Alternatively, you can watch their entire response by clicking on “Watch Session” below their screen name.
The results table on the Results tab is where you are likely to find the most useful feedback and insights because it lets you focus on the most important questions and zero in on specific answers from individual participants without having to watch their complete sessions.

You will also see tabs for:

  • Sessions: a list of the session videos for all participants
  • Metrics: a list of answers and links to videos for each task and question
  • Details: demographic overview, tasks, and questions from the test

 See this article for more details about the Results of Quick Answers tests.

See Also

Quick Answer: Discover needs and frustrations
Quick Answer: Test messaging
Quick Answer: Test creatives
Quick Answer: Choose between two options
Quick Answer: Compare two websites
Quick Answer: Understand behavior in mobile apps

 

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