By Owen Fay . Posted on May 19, 2022

Are you looking to improve your website’s usability? Usability testing is a great way to identify areas for improvement and make your site more user-friendly.

In this blog post, we’ll share 10 usability testing tips every marketer needs to know. We’ll cover everything from how to select the right participants to how to analyze your results. By the end of this post, you’ll be ready to conduct your own usability tests and make your website even more user-friendly. 

What Is Usability Testing?

Usability testing is a process in which a real user tries to complete tasks on a website or app. The goal is to see how easy or difficult it is to use the site or app and to identify any areas that need improvement.

This type of testing is important because it can help you improve the user experience of your site or app and make it more likely that people will want to use it.

There are a few different ways to do usability testing, but one of the most common is to give users a set of tasks to complete and then see how they do. You can also ask users questions about their experience or have them fill out a survey.

Usability testing can be done at any stage of development, but it is especially important to do it before you launch a new website or app. This way, you can find and fix any problems before your users do.

INFOGRAPHIC: What is usability testing? - Poll the People

Why Is It Important For Marketers?

It is important for marketers to learn from usability testing because it can help them understand how people interact with their products or services. By understanding how people use their products, marketers can make changes to improve the user experience.

Additionally, usability testing can help marketers identify potential problems with their products before they launch. By finding and fixing problems early, marketers can avoid costly mistakes and improve the chances of success for their products or services.

INFOGRAPHIC: Why is it important for marketers? - Poll the People

10 Tips For Conducting Usability Tests

1. Do your research

Before you start your usability test, you need to do your homework. This means understanding your users and what they need to accomplish with your product or service. Set aside some time to create user profiles and determine which tasks you want to test.

2. Find the right participants

Not all users are created equal. When you’re recruiting participants for your usability test, it’s important to find people who match your target audience. The best way to do this is to use a panel of dedicated responses from a tool like Poll the People.

3. Keep it focused

Usability tests can be overwhelming for both you and your participants. To avoid this, make sure you have a clear goal for each test. Stick to testing one task or flow at a time and don’t try to cover too much ground.

4. Make it realistic

Your users will be more engaged if the usability test feels like a real-world scenario. This means setting up the test environment to mimic how your users will actually interact with your product or service. For example, if you’re testing a website, use the live site instead of a prototype.

5. Give clear instructions

Before starting the usability test, make sure you give your participants clear instructions. Let them know what you’re testing and what you’re looking for. It’s also important to let them know that there are no right or wrong answers.

6. Be flexible

No matter how well you plan, things will always come up during a usability test. Be prepared to improvise and change your plans on the fly. The important thing is to keep the test moving and stay focused on your goal.

7. Take notes

You won’t be able to remember everything that happens during a usability test, so make sure you take notes. This will help you document any problems that come up and identify areas for improvement.

8. Listen and watch

During the usability test, it’s important to pay attention to both what your participants are saying and doing. This will give you a better understanding of their thought process and help you identify any areas of confusion.

9. Avoid leading questions

When you’re debriefing with your participants, avoid leading questions that could bias their responses. Instead, ask open-ended questions that encourage them to share their honest feedback.

10. Make it a team effort

Usability testing should be a team effort. Involve as many people from your organization as possible, including developers, designers, and product managers. This will help ensure that everyone is on the same page and working towards the same goal.

INFOGRAPHIC: 10 tips for conducting usability tests - Poll the People

How To Use The Results Of Your Usability Tests

To effectively use the results of your tests there are a few things you need to focus on. First, patterns in the data will help you identify the most important and effective parts of your usability test.

Comparing the data to the initial goal of your test will let you know if the test was successful or if you have work to do before launching your website, app, or product.

The results you get from your usability test give you ways to improve your business, the users will show you areas that need improvement. You need to use this feedback and understand why these things need changing to optimize whatever part of your business you are testing.

Debriefing and interacting with your team to create a plan for addressing the things that need to be improved will make the test that much more effective.

Last, you need to implement your plan and keep track of the results. Continue to test to know if your changes are effective and if you are ready to go live.

INFOGRAPHIC: How to use the results of your usability tests - Poll the People

Quick Tips

  1. Keep your testers in the target market for your product or service.
  2. Make sure your test tasks are realistic and reflect how users would actually interact with your product.
  3. Give your testers enough time to complete the tasks, but don’t make the tasks too long or too difficult.
  4. Make sure the testing environment is as close as possible to the actual environment in which users will be using your product.
  5. Observe users as they attempt the tasks, and take note of any areas where they struggle or seem confused.
  6. Ask users for feedback after they’ve completed the tasks, and listen to what they have to say.
  7. Use the data you’ve gathered to improve the usability of your product.
  8. Repeat the testing process on a regular basis to ensure that your product remains user-friendly.

Usability testing is essential to the success of any website or web-based application. Yet, many organizations do not conduct usability testing as part of their development process. As a result, they miss out on important feedback that could improve the user experience of their products.


Usability testing is a critical part of the web design and development process. By following the tips above, you can ensure that your site is usable and user-friendly.

Looking for a way to improve your website’s usability? Sign up for a free account on Poll the People and get access to our usability testing tips. With our tips, you can make sure your website is user-friendly and easy to navigate. So what are you waiting for? Sign up today!

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