User research for a higher conversion rate in e-commerce stores

The correct application of user research can be the key to increasing the conversion rate and therefore the overall growth of an e-commerce business. It is important to understand and meet the needs and expectations of users. This article will focus on the topic of 'Improving the user experience through usability testing'.

Understanding the user experience

A high conversion rate is the goal of every e-commerce website. To achieve this goal, it is essential to understand and respond to the actual needs and expectations of users. The user experience is based on the interface between the user, the context in which the interaction takes place and the system itself.

Relevance of usability

An important aspect of the user experience is user-friendliness, also known as usability. It is decisive for the success or failure of a website. Because only if a website is user-friendly will it be accepted by users and they will be more willing to buy from it.

Usability tests

Usability tests are a proven method of improving user-friendliness. This is a process in which real users test a website or app under real conditions. User feedback on layout, navigation, content and general usability provides valuable information to identify weaknesses and make improvements.

Implementation of usability tests

The process of a usability test can be divided into four main phases. The first step is to define the target group. Then a test guideline is developed, which contains the tasks that the test participants are to perform. In the third step, the test is carried out and finally the results are analyzed and measures to improve usability are developed.

Types of usability tests

There are different types of usability tests that can be used depending on the goal and scope of the website or function to be tested. Among the most popular are remote usability tests, in which users can work remotely, and moderated usability tests, in which a moderator accompanies the test.

The impact of usability tests on the conversion rate

Improving the user experience by conducting usability tests can have a significant impact on the conversion rate of a website. Identifying and fixing user problems not only improves user satisfaction, but also increases the likelihood that they will make a purchase.

Better navigation and structure

Usability tests help to improve the user guidance and structure of a website. Clear and intuitive navigation leads to a pleasant user experience, which in turn has a positive impact on the conversion rate.

Optimization of the checkout

Many e-commerce websites lose potential customers in the checkout process due to usability problems. Usability tests can help to identify and eliminate hurdles and ambiguities, leading to improved conversion.


Usability tests are an effective tool in user-centered design and can make a significant contribution to increasing conversion rates in e-commerce businesses. They make it possible to understand the actual needs and expectations of users and incorporate them into the design and optimization of the website. Ultimately, the key to a successful website lies in providing a positive and seamless user experience.