ECOMMERCE GENERAL

Brand Connection


What do customers think about your products, and your company? Do they feel connected to your brand?


Description

See how users navigate your ecommerce website so that you can understand what they think about your products and your brand. Learn how to make changes to your site in order to increase brand connection.

Test Length

~ 15-20 minutes per video result / tester

Scenario

You want to buy a new [insert your product info here], and you have been searching online. You have found many good options, but you also want to find one that is offered by a brand that you like and that you feel connected to. You found this site, so you browse it to learn more.

Tasks

  1. Without clicking anything (you can scroll), what is your first impression of this product listing? Who is this product for?
  2. How would you describe this company to a friend? What stands out to you?
  3. What are the details that you can learn about this company? How can they help you with what you want to buy? What do they do that is special?
  4. Who owns this company? Who works there? What do you think about them?
  5. Which pages of the site build trust for you? Look around and explain what you see. What other brands (of any products) you can think of that are at a similar level of trustworthiness?
  6. What do other customers think about the product and the brand? What do reviews say, on their site or on other sites?
  7. From what you have learned about this company, what made you feel connected to them?

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.