Instagram to Store Flow

In this flow, see how someone discovers your brand for the first time on Instagram, explores your profile, and moves towards buying.


Does your brand get discovered by customers on Instagram? With this test you'll see what it's like to be discovered for the first time, how someone explores your profile, makes it to your store, and purchases. Note: We recommend this test on Mobile only since most people use IG on their phones.

Test Length

~15 minutes per video result/tester


Follow the tasks while speaking your thoughts out loud.


  1. Explore this Instagram profile for a minute or two. What is your first impression? What stands out to you? Tell us your thoughts as you go.
  2. Let's say you really vibed with this profile, what is the next step you would take to interact with this account further? Do it now.
  3. If you haven't already, find a way to get to this accounts store. When you get there what is your first impression, is this what you expected to see here? Why or why not?
  4. Tell us a specific item you think you could find on this store. Then try to find it (without using the search feature).
  5. Browse the store as you normally would to shop online. Anything you find interesting? Why?
  6. If this was not a test and you were interested in purchasing, would you do anything prior to purchase (on this site or off it) for any reason? If so, for this task, do that and tell us about it.

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.

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.