Identifying and understanding your user base is an important first step in any online marketing project and cannot be underscored. At LyntonWeb, we employ a number of tried and true online research and optimization strategies to gain insight into your users’ habits and tailor your online campaigns to meet their expectations and help them accomplish their goals.
Our Online Research Services
Usability / User Testing
Usability testing puts your website users at the forefront of your web design and development process. With usability testing, you (the website owner) take a step back and find out how your unbiased visitors react to your site. During user tests, you can uncover problems with your checkout process, confusion with your navigation structure, how your branding is perceived, and a number of other issues only an objective user would notice.
User Surveys
Online surveys can be useful in concept testing, can help you gauge customer satisfaction, and can provide valuable feedback about your website. Survey responses can give you fresh, new ideas on how to make your site more user-friendly and appealing to your clientele as well as optimize it for conversions, all of which can improve your bottom line. Survey methods include email surveys, interactive pop-up surveys, on-site surveys, and social media surveys, all of which can be tailored to your specific needs.
Persona Development
Persona development helps you understand who visits your site, why they visit, and what they do once they’re there. This information is a vital precursor to any and all work done during a website design process. Through persona development, you define audience segments and build user profiles based on that information. Everything from age to gender to education level and more can help you define your personas and begin to see things from their unique perspectives. Understanding the needs and concerns of your users can give you a much better idea of the type of wording used on your site, how things are laid out, what color scheme to base your design on, and more.
Split Testing (A / B and Multivariate)
There are so many elements that go into an online marketing campaign that it can sometimes be tricky figuring out which specific factors draw your users in and which ones send them packing. A / B testing allows you to simultaneously run multiple versions of your landing page with just one element different (e.g. banner imagery) and analyze which outperforms the other(s). Multivariate testing follows the same concept but allows for multiple changes to speed up the testing process. Both methods can provide telling evidence of about what your users respond to on your website the most.
If you can’t define who your customers are, which elements of your website they find appealing, and which they find to be a hindrance, we can help. Our online research projects are designed around your unique objectives and within your budget to optimize your website’s conversion rate. Contact us to speak with our team about our online marketing research services.