ECOMMERCE

Browse to Purchase Flow


See how a user goes through a purchase flow from first impression, to browsing, to checking-out. Is there friction? Where?


Description

The purpose of this test is to have testers navigate your website to find a product they are interested in, find information on that product, and then go through the check-out process.

In this test, you will learn what catches users’ attention most on your store, how they would find a specific product, what questions you’re already answering for them and which ones you should, and ultimately, how they go through the checkout process.

Test Length

~10 minutes per video result/tester

Scenario

Follow the tasks while speaking your thoughts out loud.
 

Tasks

  1. Without clicking anything (you can scroll) What is your first impression of this site? What do they sell?
  2. Browse this site and do what you would normally do to find a product to purchase. When you have found something, move on to the next task.
  3. Are there any other questions you have about your choice? or the company? Can you find the answers?
  4. How much would shipping be? Find out. How do you feel about the shipping? Tell us your thoughts.
  5. If this was not a test and you were interested in purchasing, would you go anywhere prior to purchase (on this site or off it) to learn more about the company and/or the product you've chosen? If so, go there, do your thing, and tell us how that info affects your perception of the company or products.
  6. Add your item to cart and check-out using the VISA card number: 4111 1111 1111 1111 and any CVV and expiration date. When you receive an error consider this task complete.
 

Questions. Answers.

Can I edit this template?

Yes. You can edit the scenario and tasks from this template as much as you want. However, your final test can’t have more than the allotted tasks in the template test size.

I’m testing for the first time. Where’s a good place to start?

If you have testing experience and already know what you’re looking for, go for the Self-Serve offer. Or edit one of our templates.

Want some extra help? Managed is for you. We’ve productized testing and we’ll either write the test for you and you watch the videos. Or we’ll do it all and make a report of our findings with suggestions, easily implemented.

Do you have high-stakes sales funnels? Want robust bug testing and bulletproof ad campaigns? Want to test on a schedule? Go big on usability testing with our Enterprise offer.

Why do I pay per result on Self-Serve, but per test on Managed?

Self-serve is our most flexible offer. Only have $20 bucks to test this week? Run a $20 test! Self-serve lets you test anything you please, at any scale you please. We won’t be involved in the process, so we only charge you per tester.

Our Managed offer is process-driven and proven-to-work. Tests are limited to five testers (it’s the perfect ratio of bang to buck) and we work with you to create affordable, bespoke tests (plus some extra goodies on top of the test itself). Because of our extra involvement, we charge you per test. The testers are included in the cost.

How many testers should my test have?

3 — if you’re on a tight budget and don’t mind capturing a bit less data
5 — to capture most of your users’ pain points before the law of diminishing returns kicks in
20 — for deep dives and more statistically significant data

What’s the difference between Tests and Tasks?

You can’t have a test without tasks.

Tasks are the individual exercises our testers complete while doing your test — these include navigating to certain parts of your site, taking actions like adding items to their cart, or simple observational tasks.

Example:
1. Please spend 5 minutes exploring the store like you normally would.
2. Find a pair of running shoes for less than $40.
3. Do the shoes come in your size? What colors do they offer?
4. You need the shoes tomorrow for a marathon if you buy now – could they arrive by noon tomorrow?

Some tests have three tasks, some have 12. More tasks means more steps in your flow and a longer test.

The number of tasks needs fit within the time period of the test as it’s only fair to the testers to get paid for their time. (ie: Don’t squeeze a task that takes 30-minutes and purchase a 1 task test for $10/result – which is meant to be 5 minutes or less)

How many tests should I run?

Your website will improve with every test you run. The more you want to improve, the more you should test.

One way to test with us is to buy a test bundle. You can use these to test at your own pace, which is especially useful when releasing new features or adding new pages to your website.